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SEO GUIDE2016
Josh Bachynski, SEO, MA, PhD (2nd yr)
[email protected](most images courtesy Google images)
ME
SEO != DEAD
SEO
(BIG CHANGES IN 2016!)
THE DEETS...
Positive Ranking Factors
YE OLDE ONPAGE SEO
Onpage SEO For 2016: 1) Research Topics…What Do People Search Most?
Use Google Adwords Keyword plannerGo broad match for page topic (e.g. unusual xmas gifts)
Use exact match from that list only if naturalIn GAKP select for your area (search varies by area)Watch for mobile vs. desktop traffic (mo’ mobile
2016)Haven’t done kw research recently? Do it
again
Onpage SEO For 2016: 2) Make Your Pages1 Topic per Page, name page search query if
NaturalOtherwise put it in Title, H1 & Content... (EMD
for humans now)Write for humans – be precise, not repetitiveUse Title/Desc for CTR (only 49 chars or so)…
websiteadvantage.com.au/Google-SERP-EmulatorStay fresh: update regularly, have an
“updated on”, current copyright, and year in title tag if room
BIGGER IS (STILL) BETTER
More pages = more
rankings
Lose pages = lose rankings
(inc url)...
Max internal links to TOP
pages
ONLY if you can maintain user satisfaction!...
If they don’t convert, it’s notfast/sexy/easy ENOUGH!
SERP CTR MATTERS More Traffic now! Better Title/Desc =
Better Conversion / Panda defence
Better CTR = Better Rankings (Ohye, eg.)[as long as ~bounce]
GET MORE CLICKS:
Find your CTR:SC > Search Analytics > CTR(youtube.com/jbachyns)
Check how it looks:AdPreview or “google SERP emulator”
Differentiate Yourself:If they look like this:
Red Apples | Red Apple …
Stand out w/ this:Wow! Get TOP Red Apples!YOU can get the BEST Apples for LOW Prices. FREE Delivery. *** VISIT TODAY ***
Build value. CTA.Always use the
POWER words: you, free [best], now [today], new, because [reason]
RANKBRAIN
Hi, my name is
RANKBRAIN
Hi, my name is
Sup’
Rankbrain = Hummingbird + Artificial Intelligence
Hummingbird is the memory (reads pages and schema to make an entity database)
RankBrain is the Cognition (roughly “toddler-level”) Watches Searches, clicks, internal
search termination to “guess” what each entity is/means/what the user wants
Rankbrain = Hummingbird + Artificial Intelligence
E.g: User searches “neutragena” Search results have:
neutragenamotors.comneutragenaskincare.com
If more users click “motors”, and are “satisfied”, (as dictated by their user actions) then they change the entity database / rankings...
This is how it works for ALL search queries!
• Know (info), Do (action), Go (inc. brand)
• Global and Local• “3rd biggest factor”…?
(let’s break that down)
2016+ “Ranking Factor” Breakdown*
1. Onsite SemanticURL silo, Pagename, title, h1, text, internal links,
schema2. Offsite Semantic
Backlinks, nofollows, topical mentions, offsite schema (ratings), social action/shares/clicks, brand searches
3. User Actions (clicks, mouse, conversions)SERP Bounce, Internal Bounce, Returns, Conversions
*global rankings (local has geolocation), also ignoring personalization (history, social)
Optimizing for RankBrain: User Searches/Actions!!!
Make sure users are searching for your brand (inc. Brand + service. E.g.: joshsfruitemporium apples)
THESE ARE 2016 LINKS!!! Make sure you have over 60% CTR on brand searches
(if you don’t, check SERP to see why not) Make sure they find what they are looking for
(preferably on that page, above 500px, under 3 seconds, w 60%+ conversion... And...)
DON’T LET THEM BOUNCE BACK TO GOOGLE AND SELECT ANOTHER RESULT!!! (or bounce around your site either)...
Optimizing for RankBrain: User Searches/Clicks!!! (cont.)
How? Short, kitchy, memorable url name (kitchy.fun >
emd.$$$) Advertise, social, blog (on real places ppl see) Obvious, absolute best value for site of your
type Be so good they search/return, bookmark,
share you... Incentivize brand searches / clicks:
Good titles, value, tech, design, cool, “contests”
LOCAL
LOCAL FOR 2016: • “ENHANCED LISTING” IS YOUR FRIEND (G.B.P)• MAXIMIZE YOUR MAPS LISTING!• HAVE A QUALITY SITE – TASK COMPLETION• HAVE MULTIPLE GOOD REVIEWS (BBB, LOCAL
FORUMS, BLOGS, G+, YELP, FACEBOOK, ETC.)• BE MOBILE OPTIMIZED (WATCH USAGE)• HAVE A CLICKABLE BUSINESS NAME TO
START…• BE LOCATED IN GEOGRAPHIC REGION
GET SOCIAL BUZZ GOING!
• ACTIVITY ON YOUR ASSOCIATED PROFILES• Post shareworthy content (brainstorm viral media)• Engage, comment, talk (DON’T SELL / auto-post)
• CLICKS FROM SOCIAL (GOOGLE LEAK, SEO EXP.)
• SHARES OF YOUR PAGES (TW, G+, PIN, DIS, RED, ETC. ?FB)
• GET BUZZ FROM EXPERTS: (BUZZSUMO)• Get Experts talking about you (reach out)
EXACTLY WHAT SOCIAL FACTORS HELP?...
LINKS(LESS AND LESS VALUE)
Links They Trust:
- High authority site(real business: News, Charity)- Not where everyone else is- Main Content Link- Anchor w/ natural stop words “good site for fruit”, “great resource”, etc.- appropriate amount
don’t match SEO spam patterns!
Links They 98% Ignore:
- New blogs- Manual post sites- Multi-topic sites/page- PR, Directories, Articles- Followed sidebar or footer links (manual)- Comments, Social bookmarks, Forum Prof.* No more than 8% EMQ, PMQ, or commercial dofollow anchors (even if in URL – that doesn’t matter)
OK, HOW DO I GET THOSE TRUSTED
LINKS?
DON’T BOTHER.
DID HE JUST SAY THAT?
TRY TO RANK ON OTHER, SAFER SIGNALS FIRST.
The more popular, the more you will rank for your topic
Internal Links
Topical Mentions
Internal LinksFast/Mo/Pro Site
Social Shares
Brand Searches + Variations
Social Profile Proof
Good & Reviews
Page(what)
Title(what/why)H1(what/why)
Content (what/why/how)
(ctr, 60%+ convertschema)No Pogo
SOUNDS EASY... HUH?
SOUNDS EASY... HUH?
Sup’
DEMOTERS
PANDA
Panda Single BIGGEST Demoter Algo Moving Forward
Panda is like the Nazi’s TRUMP banging on your door and he checks every house monthly, unannounced
Based upon Usage Metrics & Onsite Factorsthemoralconcept.net/pandalist.html
Automatically updating in 2016! Many quality algos: daily dance (CTR / SERP Bounce),
quarterly adj. => monthly => weekly (internal + page crawl)
Do:
• Users Satisfied / converting over 60%
• Professional Finishing• Legit Business
signals• Outlink to authorities• Be shared, liked,
reviewed, rated
Don’t:
• Have a boring blog• Have superfluous kws• Have a bad reputation• Annoy users with Ads• Have Affiliate links• Have URL Pars in
navigation / canonical• Have a bad design/html
PENGUIN!
PENGUIN
Penguin: “webspam” or “over-optimization” algo
Works on onpage and offpage over-optimization Relation between EMQ -> EMQ(D) This includes title/alt, title tags, URL, content and anchors Page based (like “negative link juice”) PUNITIVE: Real-time(?) Disavow might not do anything!
How to remove? Remove onpage keyword repetition Delete (Disavow?) 80% + EMQ backlinks Or 404 or delete target page
Is there another way?
“PAID” LINKS
“PAID” LINKS
“Paid” links, affiliate links, advertorials Looked for by Google’s manual team (inc.
questionable / borderline spam links) Over 12,000 Google Manual Reviewers (2012) Algo bubbles up suspects, and “spam form”
Avoid: Sidebar, footer, directory list, blogroll, sitemap,
“compilation of sources”, style links (on or off) At best devalued, at worst triggers manual
action
MANUAL ACTIONS
Manual Actions or “Penalties” Manual Actions come from the Manual Web Spam Team 6 or more types of manual actions Listed in Search Console under “Search Traffic” Must have SC installed to see them (SC = WMT)
(2) Most Important are “Unnatural Link Notices” Action vs SITE vs. Action vs LINKS Vs SITE, must delete links, show good faith, disavow
rest, and submit for reconsideration (can get out but…)
Vs LINKS you must… DO NOTHING (warning to change)
DUPLICATION
Duplicate Content Penalty? No such thing as a duplicate content penalty… but… (2) Problems with Dup Content:1. It forces Google to choose which page to
rank.• They always choose the legacy trust + authority
2. John Mueller has admitted they “trust sites” with duplicate content “LESS”• Any canonical (technical) issues are quality issues
Duplicate Content Tips: Use PubSubHubUb or XIndexer or SC to spider content Use right-click copy paste and view source blockers Use copyscape to find copiers (use batch search) File DMCA requests with google Maintain an accurate sitemap in Search Console Or finally, just rewrite the content – especially if it
poorly performs, add in video and images, “Did you know” factoid blocks, etc.
NEGATIVE SEO
Negative SEO is (still) HEEEEEEEEEEEERE....Link Based Neg SEO:• Spam like it was 2008 e.g. “kw1 kw1 kw1 kw1”• Penguin 3 picked it up – Cutts admitted Penguin would
Other Neg SEO:• Report them to JM/spam form, DOS for 50x error, make
1000s fake URLs (? Or #) on their site w/ “kw1” links, bad reviews, attack their backlinks, scrape their articles, spam their comments/posts, fake “good” users… and more!
Protect Yourself
Make a great site – be the “thing” people are looking for – satisfy them
Older spam domains more susceptible: Sub-brand
Have the signals they don’t know about / can’t get
Be “the” site (or fake it well)
Internal Links
Topical Refs
Internal LinksAwesome Site
Social Share
Brand Searches
Social Profile Proof
Ratings/Reviews
No Pogo
Page(what)Title(why)
H1-4
Content (how)(ctr, 60%+ convert
schema)