the new rules of site architecture - martin macdonald, expedia affiliate network
DESCRIPTION
a4uexpo Barcelona 2012TRANSCRIPT
A4U Europe – Barcelona J Martin MacDonald
June 19th, 2012
Martin MacDonald Director Inbound Marketing Expedia (EAN) @searchmartin
@searchmartin
The New Rules (affiliate site architecture)
Vince Venice Panda
MayDay
Florida (or farmer)
Instant Caffeine
Big Daddy
Jagger
Austin
“The Google Dance”
Penguin
Why Have I lost all my traffic?
Stop Ruining Cute Animals!
http://www.seomoz.org/google-algorithm-change
My two favourite questions…
So, how much… …of my spun/copied/generated/ templated/markov/scraped/ripped/ content can I keep?
All of it!
All of it! …as long as you de-index it
seriously.
L
So, how many… …of my bought/rented/traded/ acquired/widget/directory links can I keep?
Any Guessing?
Well, it depends. Seriously. It does. Sorry.
Good. Bad. Real links*
*well… lets discuss that.
Blogroll Links Footer Links Widget Links
Sitewide Links Lists of Links
‘Over optimized’ Anchors ‘Over optimized’ Internal Links
Article Submissions Anything with the word “network”.*
*and… lets discuss this as well.
Stop chasing the algorithm
Work out where google are going
Get there first
Why Social Signals are Important
Why Social Signals are Important
AKA: who shot PageRank?
Why Social Signals are Important
Network Topography Social Networks* are currently a much more reliable authoritative representation than links.
* currently….
Why Social Signals are Important
Network Topography Un-natural social profiles are ignored by the search engines as a ranking factor
Social groups are easy (to see)
This shit isn't that straightforward
If we care about deeplinking…
If we care about deeplinking…
If we care about deeplinking…
If we care about deeplinking…
Authority is tough to fake..
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Delta Spam
Authority is tough to fake..
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Delta Spam
lets think about “social-spread”
lets think about “social-spread”
lets think about “social-spread”
Want beta access?
Hi @Ysekand just heard @searchmartin Talking at #A4U, your tools look great! Can I get beta access?
DIY Social
this works right? URL Links Domains Unique IPs
h"p://www.seomoz.org/users/profile/63 1510 184 163
h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
h"p://www.seomoz.org/users/view/63 4026 312 271
h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
h"p://www.seomoz.org/users/profile/22897 685 119 105
h"ps://www.seomoz.org/users/register 167 73 69
h"p://www.seomoz.org/users/view/81197 667 68 63
h"p://www.seomoz.org/users/profile/218981 510 66 62
h"p://www.seomoz.org/users/profile/21379 206 62 58
h"p://www.seomoz.org/users/view/49007 703 98 93
h"p://www.seomoz.org/users/view/22897 575 86 82
h"p://www.seomoz.org/users/profile/155620 406 75 71
h"p://www.seomoz.org/users/view/30546 532 65 61
h"p://www.seomoz.org/users/view/21348 1127 76 70
h"p://www.seomoz.org/users/view/78590 486 66 63
h"p://www.seomoz.org/users/view/21379 437 64 59
this works right? URL Links Domains Unique IPs
h"p://www.seomoz.org/users/profile/63 1510 184 163
h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
h"p://www.seomoz.org/users/view/63 4026 312 271
h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
h"p://www.seomoz.org/users/profile/22897 685 119 105
h"ps://www.seomoz.org/users/register 167 73 69
h"p://www.seomoz.org/users/view/81197 667 68 63
h"p://www.seomoz.org/users/profile/218981 510 66 62
h"p://www.seomoz.org/users/profile/21379 206 62 58
h"p://www.seomoz.org/users/view/49007 703 98 93
h"p://www.seomoz.org/users/view/22897 575 86 82
h"p://www.seomoz.org/users/profile/155620 406 75 71
h"p://www.seomoz.org/users/view/30546 532 65 61
h"p://www.seomoz.org/users/view/21348 1127 76 70
h"p://www.seomoz.org/users/view/78590 486 66 63
h"p://www.seomoz.org/users/view/21379 437 64 59
this works right? URL Links Domains Unique IPs
h"p://www.seomoz.org/users/profile/63 1510 184 163
h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
h"p://www.seomoz.org/users/view/63 4026 312 271
h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
h"p://www.seomoz.org/users/profile/22897 685 119 105
h"ps://www.seomoz.org/users/register 167 73 69
h"p://www.seomoz.org/users/view/81197 667 68 63
h"p://www.seomoz.org/users/profile/218981 510 66 62
h"p://www.seomoz.org/users/profile/21379 206 62 58
h"p://www.seomoz.org/users/view/49007 703 98 93
h"p://www.seomoz.org/users/view/22897 575 86 82
h"p://www.seomoz.org/users/profile/155620 406 75 71
h"p://www.seomoz.org/users/view/30546 532 65 61
h"p://www.seomoz.org/users/view/21348 1127 76 70
h"p://www.seomoz.org/users/view/78590 486 66 63
h"p://www.seomoz.org/users/view/21379 437 64 59
but I can’t do it on site L
but I can’t do it on site L
use someone else’s
hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
Now I’m interested
hijacking communities
Now I’m interested
Sometimes Linkbuilding opportunities come out of nowhere...
Seed my content to the right people..
hijacking communities
hijacking communities
what happened next?
what happened next?
what happened next?
what happened next?
WTF?
what happened next?
what happened next?
Normal traffic: 30-50 visits/day
But what about the links?
What's the worst that can happen?
1) You build a network of great contacts
2) You make your web properties more involving and interactive
3) You improve customer service levels
4) You get free referral traffic from your social profiles
What downside?
Key Points
1) No you can NOT carry on using “rubbish” content 2) Stop going for the “easy” link 3) Lets all forget about the “algo”. Lets build good stuff. 4) We shot PageRank. Sorry. 5) Faking social profiles is really quite hard. 6) If you don’t have your own network, use someone else’s. 7) Always be on the lookout!
Questions?
Best Practices
1) You have to remove all copied content, de-index it etc. 2) Everything spiders see on your site should be good – if it
isnt, then de-index. Everything. 3) Stop buying links off anyone – you can still “make” some
though, as long as its done sensibly. 4) Don’t even bother trying to game the social system. 5) Bring your community “in house” (or on site)
6) Engage! Even if you don’t think its worth it now, it will be in a few years. Rel Author is a great example of where things are going….
Who’s that guy?
martin macdonald @SearchMartin�
bit.ly/GplusMartin linkd.in/martinmac