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Dan Petrovic: 10 ways to screw up in Google & 10 ways to fix it

Dan Petrovic: 10 ways to screw up in Google & 10 ways to fix it

"Great content, structure and clean code – that’s SEO." and then you learn about panda, penguin and top heavy. It could have been indexable tags, browsable search results or a link in your widget. Either way the traffic is dwindling and your client is furious. What do you do? In this session Dan Petrovic explains how people screw up with Google and offers practical ways to recover.

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WP Australia

April 27, 2013
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  1. by Dan Petrovic © 2013 Dejan SEO - http://dejanseo.com.au/ 10

    ways to screw up in Google 10 ways to fix it. &
  2. #1 Various Levels of Facepalm. © 2013 Dejan SEO -

    http://dejanseo.com.au/
  3. Level:

  4. © 2013 Dejan SEO - http://dejanseo.com.au/ www.dejanseo.com.au dejanseo.com.au Solution: 301

    redirect Alternative: rel=“canonical”
  5. Level:

  6. © 2013 Dejan SEO - http://dejanseo.com.au/ http://staging.noao.edu/ http://noao.edu/ inurl:"http://staging." Solution:

    noindex
  7. Level:

  8. © 2013 Dejan SEO - http://dejanseo.com.au/ <META NAME=”ROBOTS” CONTENT=”NOINDEX, NOFOLLOW”>

    Solution: admin > options > privacy >
  9. © 2013 Dejan SEO - http://dejanseo.com.au/ Feeding Panda.

  10. #2 Index Fluff. © 2013 Dejan SEO - http://dejanseo.com.au/

  11. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Categories &

    Tags
  12. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Search Results

    & Pagination http://dejanseo.com.au/google-pagination-rel-link-element/ http://dejanseo.com.au/dealing-with-pagination-issues/
  13. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Navigational

    Structures
  14. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted

    Navigation
  15. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted

    Navigation
  16. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted

    Navigation
  17. #3 Lost & Found. © 2013 Dejan SEO - http://dejanseo.com.au/

  18. © 2013 Dejan SEO - http://dejanseo.com.au/ 404 F ILS Says

    it’s a 404 page. Returns 200. Indexed.
  19. © 2013 Dejan SEO - http://dejanseo.com.au/ 404 F ILS Looks

    like a 200 page. Returns 404. Not Indexed!
  20. © 2013 Dejan SEO - http://dejanseo.com.au/ 404 F ILS gets

    a .gov link changes URL structure return 404 instead of 301
  21. © 2013 Dejan SEO - http://dejanseo.com.au/ 404 F ILS Winner.

  22. © 2013 Dejan SEO - http://dejanseo.com.au/ 404 F ILS Returns:

    http://www.istockphoto.com/search/text/404/source/basic Wildcard 302 redirects it to an actual 404 page: http://www.istockphoto.com/stock-photo-404-black-panthers.php Winner.
  23. #4 Being Ugly. © 2013 Dejan SEO - http://dejanseo.com.au/

  24. © 2013 Dejan SEO - http://dejanseo.com.au/ Being Ugly Top Heavy,

    Poor UX, Trust Factors • Would you be comfortable giving your credit card information to this site? • Does this article have spelling, stylistic, or factual errors? • Was the article edited well, or does it appear sloppy or hastily produced? • Does this article have an excessive amount of ads? • Are the pages produced with great care and attention to detail vs. less attention to detail? Reference: googlewebmastercentral.blogspot.com.au/2011/05/more-guidance-on-building-high-quality.html
  25. Smells Fishy! © 2013 Dejan SEO - http://dejanseo.com.au/

  26. #5 Unguarded UGC © 2013 Dejan SEO - http://dejanseo.com.au/

  27. © 2013 Dejan SEO - http://dejanseo.com.au/ Solution: rel=“nofollow”

  28. #6 Link Schemes. © 2013 Dejan SEO - http://dejanseo.com.au/

  29. Link Schemes • Automated Links • Blog Networks • Web

    Spam • Mass-Scale ‘Clever’ Tactics • Your Own Sites • Automated Reciprocal Links Reference: http://www.seomoz.org/ugc/why-link-schemes-fail http://cdn.dejanseo.com.au/Google-Link-Disavow-Tool-Guide.pdf https://www.google.com/webmasters/tools/disavow-links-main
  30. Traffic / Rankings Affected No Yes Link Warning No Yes

    Technical Audit Technical Issues? No Yes Fix Preventative Link Audit Sitewide No Yes Selective Link Audit De-indexed Yes No Link Removal Determine Affected Pages & Keywords Reconsideration Request Disavow
  31. #7 Being Generic. © 2013 Dejan SEO - http://dejanseo.com.au/

  32. © 2013 Dejan SEO - http://dejanseo.com.au/ Product Title Generic product

    description supplied by manufacturer which describes product only vaguely and provides no additional information and value to other sites selling the same product. $120.00 + Shipping Product Image (ALT TAG) ADD TO CART
  33. © 2013 Dejan SEO - http://dejanseo.com.au/ Unique Product Title Unique

    description designed to inform and educate buyer on both research and purchase decision level and enable them to make a decision while they are on your website. $120.00 + $20 Shipping Customer Rating: Seller Recommendations | Detailed Specifications Payment Methods | Shipping Options 12 of your friends recommend this. User Generated Content: - Social Media Sharing - Tips - Reviews - Recommendations Product Image (ALT TAG) + Gallery ADD TO CART Price Trends
  34. #8 Location & Language. © 2013 Dejan SEO - http://dejanseo.com.au/

  35. © 2013 Dejan SEO - http://dejanseo.com.au/ dejanseo.com.au dejanseo.co.uk dejanseo.com dejanseo.co.nz

  36. © 2013 Dejan SEO - http://dejanseo.com.au/ rel="alternate" hreflang="x“ hreflang="x-default" <link

    rel="alternate" href="http://example.com/en-gb" hreflang="en-gb" /> <link rel="alternate" href="http://example.com/en-us" hreflang="en-us" /> <link rel="alternate" href="http://example.com/en-au" hreflang="en-au" /> <link rel="alternate" href="http://example.com/" hreflang="x-default" />
  37. #9 Viagra. © 2013 Dejan SEO - http://dejanseo.com.au/

  38. © 2013 Dejan SEO - http://dejanseo.com.au/ SECURITY F IL site:edu.au

    viagra
  39. #10 PageRank Hijack © 2013 Dejan SEO - http://dejanseo.com.au/

  40. © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/hijacked/

  41. © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/hijacked/ Test Page

  42. © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/google-against-content-scrapers/ Manual Action

  43. • rel="alternate" hreflang="x" • rel="next" and rel="prev" • rel="canonical" •

    rel="nofollow" • noindex, follow • 301 • 404 (really!) Your Best Friends
  44. None
  45. Helpful Tips. And time savers.

  46. Inbound links with rel=“nofollow” Not part of Google’s link graph.

    Can’t help. Can’t harm. Period.
  47. Links from de-indexed networks No longer have the capacity to

    harm you Can harm if re-included, which is unlikely.
  48. Google Webmaster Tools It’s enough to clean links exported from

    GWT No need to pay for additional tools. Nice!
  49. Don’t remove all your links Identify bad links and remove

    in stages. Document and communicate frequently.
  50. Social Signal Canonicalisation http://dejanseo.com.au/social-signal-consolidation/ © 2013 Dejan SEO - http://dejanseo.com.au/

  51. © 2013 Dejan SEO - http://dejanseo.com.au/ http://algoroo.com/

  52. None