Surviving the post algorithmic organic apocalypse

Surviving the Post Algorithmic Organic Apocalypse

Surviving the Post Algorithmic Organic Apocalypse

Surviving the Post Algorithmic Organic Apocalypse

Surviving the Post Algorithmic Organic Apocalypse

This Nightmare is Real

Surviving the Post Algorithmic Organic Apocalypse

Threat Assessment

Surviving the Post Algorithmic Organic Apocalypse

Threat Assessment:Panda

• Onsite Content• Quality of Content

• Semantic Structure• Missing or Unorganized Content Elements• Misspelled Words

• Unnatural Language within Content• % of Cross Domain Duplicate Content• % of Sitewide Duplicate Content• Bounce Rate Metrics

Panda affects the entire website. It is not a page by page penalty.

Surviving the Post Algorithmic Organic Apocalypse

Threat Assessment:Penguin

• Backlink Quality• Backlink Authority• Backlink History

• Over-optimized Anchor Text• Paid Links• Link Spam

Blog Commenting Article Syndication Paid LinksForum Profiles Directory Spam Link FarmsForum Spamming Sitewide Footer Links Blog Networks

Surviving the Post Algorithmic Organic Apocalypse

Threat Assessment:Hummingbird

• Parses entire search strings, not just words within strings

• Tries to better match search queries to the searcher’s intent

• The future of Google• Will force Ecoms to provide non-commercial

content

Surviving the Post Algorithmic Organic Apocalypse

Threat Assessment:Vince

• Pushes big brands higher in rankings• Gives more weight to larger brands

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Optimized H1 Tag>Page Title>Proper Semantic Structure>Quality Content>Proper Navigation>UX>Engaging Content>Fast Page Speed>Proper Canonical Elements>Optimized Crawling & Indexing Elements>Quality Backlinks>Social Shares = Highly Relevant Ranking Signal

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Still the most important Single element for Organic Search

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

• Quality content has a distinguishable flow

• Title, Content, heading and all other elements will have a relationship to one another

• Content about a subject has predictable words and variations that should be present in the content

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

• One Canonical Site Structure• WWW.• Non-WWW.• HTTP://• HTTPS://• /home• /default.aspx• /index.php

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

• Using manufacturer descriptions• Syndicating content• Sharing your content on other sites

Cross Domain Duplicate Content

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

• Site.com/blue-widget• Site.com/category1/blue-widget• Site.com/category2/blue-widget

Sitewide Duplicate Content

• Site.com/category/widget?color=blue• Site.com/category/widget?color=white• Site.com/category/widget?color=red

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Control Google’s Access

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Control Google’s Access

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Control Google’s Access

Search Operators

• Site:yoursite.com• Site:yoursite.com “snippet of text”• Site:yoursite.com inurl:search

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Screaming Frog

• Error Pages• Redirects• Duplicate/missing Headings• Duplicate/Missing Title Tags• Canonical Issues• Crawling issues

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Action Steps• Set Domain Canonical using 301 Redirect• Set page level Canonicals

• Canonical Tag• Robots.txt• Meta Robots Noindex

• Nofollow non-useful portions of your site• Account• Wishlist• Search• Checkout Pages

• Cross Domain Duplicate Content• Hide pages from Google

• Title Tag Optimization• Heading Optimization

• No Headings in Navigation• One H1 per page

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

# of Pages with Organic Traffic / # of Indexed Pages x 100

Content Performance Ratio

2,650 pages bringing in organic traffic on a site with 45,000 pages indexed(2650/45,000)x100=5.89%

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Content Ratio

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Panda

Content Ratio

Surviving the Post Algorithmic Organic Apocalypse

Neutralize the Threat:Penguin/Hummingbird/Vince

Building a Scalable Niche Content Marketing Plan for Link Acquisition

True Scalability

This is not scale

True Scalability

One Piece of Content per Month. (2 max)

Research. Create. Promote

Hummingbird Connection

• Content Consumers need content to consume• Create non-commercial link assets

Penguin Connection

• Links to Content Pages = Increased rank for Product pages

Vince Connection

• Big Brands create authoritative content• Big Brands have useful content for their

consumers

If You Build it They Will Come

Facebook Graph Search

Soovle.com

Soovle.com

Know the Voice of each Niche

• Different people in different niches behave differently

• Don’t use one niche’s voice in another niche.

Know the Voice of each Niche

Competitive Research

Look for Content Identifiers in Competitors' Site Navigation

Content Identifiers:• /blog• /articles• /news• /resources• /white-papers

Competitive Research

Majestic SEOFind Competitors’ Top PagesLook for Top Pages that are Content based

• Know what people are linking to• Know what people are sharing• Know what people are interested

in

Content Creation Toolshttp://infogr.am/http://create.visual.ly/http://piktochart.com/http://creately.com/http://www.easel.ly/

INFOGRAPHICS

http://wordpress.org/plugins/wp-cartoon/installation/

CARTOONS

http://timeline.verite.co/

TIMELINES

Insert AFC Examples HERE

Easy Whitehat Backlink Wins

• MajesticSEO• Screaming Frog• Check my Links• Advanced Search Operators

Competitors’ Broken Links

Competitors’ Broken Links

404 Error

302 Redirect

301 Redirect

Finding Resources through SearchAdvanced Search Operators• “keyword phrase” inurl:resources• “keyword phrase” intitle:links

Broken Resource Links

Chrome Extension: Check My Links

bit.ly/VxXHSq

Beyond Links