Tale of Aggressive SEO ! • Techniques and tools that will help your website gain rankings in the search engines, how to avoid crushing penalties from over- optimization, and how to recover when things go wrong.
Name is Scott • • Not a Web Developer any more • • An Internet Marketer • • Google Analytics & Adwords Certified • • Partner at Orion Group • • President of Meetupery • • Husband to Stephanie • • Owned by “Squiggles”, a Great Dane
Factors ! ! • External Link Popularity & Diversity of Source (quantity and quality of external links) ! • Trustworthiness of Domain (based on distance from trusted domains)
to Keep in Mind ! Search Engines Constantly Evolve Algorithm changes leave many webmasters wondering what they can do to ensure their websites remain visible in the search engines.
Friday Story ! • The site gives visitors early intel on the Door-busters and early-bird sales and get a sneak peek at the Black Friday ads before they are printed in the Thanksgiving Day newspaper
Friday Story • I wanted to be #1 in the search engines. • After my first successful season, I knew I could do better and so... • I set off on a quest to gain backlinks for my most important keywords
Troubleshoot • Confirm the date you got hit • Was it really a penalty or was it just an algorithm update? • Review Google Webmaster Tool data • Was a ‘Manual Action’ taken?
Updates ! Many content farms, article directories, sites with high ad- to-content ratios were hit and are no longer as highly-visible in the search engines.
Hit By Penalties? ! • Websites with backlinks from low- quality sites or sites containing over- optimized, exact-match anchor text • But… was it really a penalty or was it just an update to Google’s algorithm?
Friday Story, Continued… ! • Started in 2009 on a shared Godaddy server, it couldn’t handle the load, so the website went offline on Thursday evening, the night before black Friday. ! • Started link-building through article marketing, and leaving relevant comments on various blogs.
Friday Story, Continued… • In 2010, I created forum signatures, performed profile creation and distributed press releases • In 2011, article marketing, spam comments, forum signatures, profile creation, paid link placement in “blogrolls” (sidebars) of sites that had high PageRank • In July 2012, received an “Unnatural inbound links” warning via Google Webmaster Tools
Friday Story, Continued… ! I needed to figure out what to do. ! • Transfer the content to a new domain name and start building rankings again? • Continue removing more bad links to the existing site? • Give up altogether?
For Competitor Research • Google Analytics – Keyword Performance – Bounce Rates & Pageviews – Visitor Segmentation • Moz.org – Link Analysis – Ranking Reports – Keyword Research ! • Open Site Explorer – Anchor Text – External Links – Domain Authority • Google Trends – Industry Insights – Top Related Searches – Geographic Hotspots
Backlink Profile • Brand / Keyword Hybrid Anchor Text – “SEO Blog at Search Engine Journal” – “Search Engine Journal, a blog about search” • • Universal Anchor Text – “click here” – “visit this website”
Backlink Profile ! • If you are a roofing company in Boston, instead of using “Boston roofing company” as your backlink’s anchor text, try using: • “a roofing company in the Boston area” • or something like: • “Apex, LLC ~ Roofing Contractor in Boston”
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