Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12

Algo Proofing for 2012 and Beyond

First Off... Who Am I?

Co-author: The Art of SEO President: Stone Temple Consulting

25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies

Publish web sites, grow them, then sell them2 significant exits so far

Twitter: @stonetemple Google Plus: +Eric Enge

@stonetemple / + Eric Enge

The User is Central to the Google Algo

“that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”

Google’s Matt Cutts

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First Panda

Feb 23, 2011 Attacked poor

content sites Many updates

since then (on version 3.9)

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Matt Cutts on “Link Building”

“It segments you into a mindset, and people get focused on the wrong things”

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Then Penguin

April 24, 2012 Speculation is that this

targeted: Bad anchor text mix Comment spam Paid guest posts Article marketing sites

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Questionable SEO / Link Building Tactic

Identified

Can weWrite anAlgo toFlag it?

Create the AlgoRun the Algo

Panda/Penguin/Page Layout Algorithm Structure

RankingAdjustment

Score

Penguin/PandaAlgo Scheduler

MasterGoogleIndex

Yes

No

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Simplified View

MassiveOfflineCalculation

MainGoogleAlgorithm

RankingAdjustment

Score

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Why is This Important?

Many potential spam detection algorithms are very compute intensive Too much computing time to include in the main

algo Key component is the ability plug in a ranking

adjustment score from an external database

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Matt Cutts on Panda/Penguin

“… you are right that these algorithms do represent new types of capabilities for us.”

@stonetemple / + Eric Enge

Article Directory Example (My Theory)

Extract List of Sites

Participating

Build List of Sites With Large % of Link Juice from

Art. Dirs.

Calculate Quality

Adjustment

Put in DB For Main

Algo

@stonetemple / + Eric Enge

Article Directory Example

Extract List of Sites

Participating

Build List of Sites With Large % of Link Juice from

Art. Dirs.

Calculate Quality

Adjustment

Put in DB For Main

Algo

@stonetemple / + Eric Enge

(Speculation Ahead!)

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So What’s Next?

Thin Content Pages with Too Many Links

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Bad PR Balance

PageRank

Qua

ntity

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Bad PR Balance

PageRank

Qua

ntity

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No Trusted Links

Matt Cutts on Panda/Penguin - Infographics

“I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.”

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Low Relevance Infographic Links

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Low Relevance Blog Posts

Travel to New Zealand

New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.

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Still Low Relevance

How to Make Cotton Candy

Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …

@stonetemple / + Eric Enge

Does Your Anchor Text Look Like This?

12%

11%

23%14%

13%

11%

10%6%

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@stonetemple / + Eric Enge

Or, Like This?

BrandName(s)

DomainOr URL

GenericWords

Highly Commercial Term Results Manual Review

Take the Top 500 Commercial SpacesReview Results by Hand

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Thin Geographic Pages

Seattle Pizza

We offer the best pizza in Seattle. Using only local Seattle ingredients, we help create jobs

Boston Pizza

We offer the best pizza in Boston. Using only local Boston ingredients, we help create jobs

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Matt Cutts on Thin Geographic Pages

“Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ”

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The new way of thinking …

What would you do if there was no Google?

Would users be upset if you are not on the first page of the SERPs?

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… is the old way of thinking …

… with a new media twist

Build a Community

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The Synergy We’re Looking For

Traffic, Links & New Subscribers

Shared onSocial Networks

Helps DriveNew Followers,Fans, Friends

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The Synergy We Are Looking For – Step 2

(Influencers)

(Your Stuff)

(Sharing)

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High End Guest Posting

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And More High End Guest Posting

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Relevant Viral Content

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Thank You!

Eric Engeeenge@stonetemple.com@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com

@stonetemple / + Eric Enge