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Thank you for joining us! We will begin at:
11:00 am PST
12:00 pm MTN 1:00 pm CST 2:00 pm EST
JCPenney’s SEO No Go: What Went Wrong and What You Need to Do
@Webmarketing123
#wm123
Topics for Today’s SEO Webinar
• SEO Fundamentals
• JCPenney’s SEO Saga
• What Went Wrong
• Link-Building Best Practices
#wm123
#wm123
@bradleywjoe
• SEO Fundamentals
• JCPenney’s SEO Saga
• What Went Wrong
• Link-Building Best Practices
Topics for Today’s SEO Webinar
#wm123
@bradleywjoe
Keywords Site
Content Meta
Content URL’s
Content Siloing
Inbound Links
Successful SEO Campaign
SEO Fundamentals - The 6 Pillars
Why Links Are Important
• They make up about 50% of SEO value
• Your site becomes more credible when you
have other sites refer to you
• Links provide your site with third party
validation
• Each inbound link is like receiving a “vote”
#wm123
#wm123
@bradleywjoe
Topics for Today’s SEO Webinar
• SEO Fundamentals
• JCPenney’s SEO Saga
• What Went Wrong
• Link-Building Best Practices
#wm123
@bradleywjoe
What Happened?
• JCPenney was using an SEO agency
• Paid links were built all over the Internet (source of links
unknown)
• Ranks increased for a variety of highly competitive
keywords, including dresses, area rugs, and bedding
• Drastic increase in inbound links raised red flags with
• Google Spam Team penalized JCPenney’s rankings
#wm123
@bradleywjoe
Google Spam Team’s Penalty
Result of poor off-site optimization
• Affects the ranking of the entire site for all keywords
• Top-ranking keywords fell 50+ ranks on the search engine
results page (SERP)
Keyword Former Page Number on
Google SERP
Current Page Number on
Google SERP
area rugs 1 6
bedding 1 7
comforter sets 1 5
dresses 1 7
furniture 1 7
home decor 1 6
skinny jeans 1 6
tablecloths 1 6
#1
#60
#wm123
@bradleywjoe
Topics for Today’s SEO Webinar
• SEO Fundamentals
• JCPenney’s SEO Saga
• What Went Wrong
• Link-Building Best Practices
#wm123
@bradleywjoe
Built Links at an Unnatural Rate
A natural rate of link-building is…
• A rate you can maintain over time
• Typically not more than ~50 links per
month
Problem #1: Drastically increased rate
of link-building during the holiday
season
#wm123
@bradleywjoe
Built Links on Irrelevant Sites
Problem #2: Built links on
totally unrelated sites, such as
jewelry and bridal links on a site
for cars
Links must be placed on only
relevant sites or relevant
sections of sites
#wm123
@bradleywjoe
Proxy Optimization
Problem #3: Main website could not be optimized
Proxy site URL
Main site URL
On-site factors include:
• Content
• Page titles
• Metas
• URLs
#wm123
@bradleywjoe
Topics for Today’s SEO Webinar
• SEO Fundamentals
• JCPenney’s SEO Saga
• What Went Wrong
• Link-Building Best Practices
#wm123
@bradleywjoe
KEYWORDS Monthly Search
Volume 5/1/2010 6/1/2010 7/1/2010 8/1/2010 9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011
example keyword 1 160,500 17 12 8 6 1 1 1 1 1 1
example keyword 2 60,500 16 12 6 7 1 1 1 1 1 1
example keyword 3 14,800 15 12 8 12 1 1 1 1 1 1
example keyword 4 76,800 15 13 9 8 1 1 1 1 1 1
example keyword 5 1,600 20 7 6 4 1 1 1 1 1 1
example keyword 6 2,900 100 72 45 49 34 17 18 9 9 4
example keyword 7 81,000 100 100 39 21 28 14 10 4 4 4
example keyword 8 590 100 100 32 59 41 23 22 20 5 5
example keyword 9 60,500 100 38 64 8 9 9 12 6 10 6
example keyword 10 18,100 58 50 41 44 29 14 19 6 12 6
example keyword 11 2,900 64 94 14 13 11 8 13 5 7 7
example keyword 12 33,100 100 100 17 18 20 15 18 10 15 8
example keyword 13 2,400 100 100 16 36 28 14 10 9 8 8
example keyword 14 1,600 100 100 100 23 30 22 27 14 14 8
example keyword 15 1,300 100 50 14 13 9 15 10 10 9 8
example keyword 16 9,900 100 100 100 100 100 19 23 11 18 9
example keyword 17 2,400 100 100 44 36 20 33 19 21 10 9
example keyword 18 1,000 100 100 26 23 28 35 11 27 11 9
example keyword 19 2,900 100 100 100 100 100 14 20 10 11 9
example keyword 20 14,800 100 100 100 24 23 8 18 10 11 9
example keyword 21 720 100 100 100 9 8 17 14 10 8 9
example keyword 22 6,600 100 100 76 100 100 40 27 23 10 10
example keyword 23 2,900 100 73 100 100 100 100 45 32 16 10
Total Search Opportunity 559,810
What Winning Looks Like Progress is Gradual
Domain Authority
Types of Inbound Links:
• Directories • Article Syndications
• Paid Listings
• Press Releases • Blogs
• Forums
Inbound Links - Best Practice Tip #1 Diversify Your Links
• Use a variety of link sources
#wm123
#wm123
@bradleywjoe
Best Practice for Directories
• Keyword as anchor text
• Include keywords in description beneath the link
Good Link:
Bad link:
Keyword – Anchor Text
Click here for spyware removal guides
Description
Inbound Links - Best Practice Tip #2 Building Directory Links
#wm123
@bradleywjoe
Best Practice for Articles/Press Releases
• 250-500 words of content
• Articles should be non-branded, Press Releases can be branded
• Include 3-5 instances of keywords that are hyperlinked to relevant pages on your site
Press Release Example:
Keyword – Anchor Text
Inbound Links - Best Practice Tip #3 Article and Press Release Syndication
Home
Page
Category Page
Domain Authority
Products
Page
Sample Keywords
• clothing
• shoes
Example No. Links
Sample Keywords
• women’s clothing
• men’s shoes
30
10
5 Sample Keywords
• women’s black dresses
• men’s casual shoes
Inbound Links - Best Practice Tip #4 Link Proportioning
#wm123
#wm123
@bradleywjoe
Don’t build all your links at once
Not all links are created equal
Reciprocal-linking is virtually ineffective
Inbound Links - Best Practice Tip #5 Getting the Most Value
#wm123
@bradleywjoe
Key Takeaways
• Link-building increases your site’s credibility to search engines,
allowing you to rank higher for your keywords.
• If done incorrectly, link-building can raise red flags with Google
and cost your site its hard-earned rankings
• Abiding by Google’s Webmaster policies are vital to ensure great
rankings and measurable results
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital
Marketing Strategy and see how much opportunity is available for
your company
-ROI Tracking: detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact: