Last week I attended and presented it at the SES conference in London, where online marketers across Europe and as far away as Australia gathered to learn about integrated marketing and media paid, earned and owned.
With its history in search engine marketing, conference presentations on digital marketing supplemented with sessions on SEO too.
Ensure that the content is easy to find the right audience in search is an important part of our consulting services TopRank Marketing, so I am very aware of the changes in the world of search engine optimization to Panda Penguin at Hummingbird. Anyway, as the content and social media marketer focused, it was interesting to hear the change in the current best practices of SEO and link building.
In the race to gain the attention of the buyer through the search, I'm pretty sure that many social media and content sellers are not even aware of, let alone optimization, crawling, indexing and SEO fight negative and risky bonds.
Because Google's crack down on the page and link quality, many SEOs are changing gears and going into a kind of defense to eliminate negative signals. In fact, the elimination of the negative signal is actually a thriving industry in niche circles SEO, which stands in stark contrast to just focus on the creation and promotion of high quality content that people want to share and link.
I thought the most striking public comment was the revelation by a speaker being paid to acquire links of a given type in the past, only now they are paid again to have them removed or unauthorized. Not exactly "creepy", but not exactly honorable either.
One presenter told a story about how an owner of 10,000 or less directories used to charge pennies for inclusion now charges $ 5 for disposal.
Another irony is the claim that Google Webmaster Tools is the logical place to begin the signals to determine the health of SEO for a website, only to discount the accuracy of the data WMT, feature by feature instead.
Beyond some of the presumption of gray / black hats now doing white hat SEO, had shared many useful ideas regarding the mechanical aspects of SEO audits and the current state of link building. I thought the advice was shared by Paul Madden - @ pauldavidmadden on link building and Andre Alpar - @ andrealpar Mechanics SEO to be particularly useful. Combined with our TopRank Marketing perspective, here are some of the views:
Mechanics of SEO - Crawling and Indexing
Most people in social and content marketing world networks your SEO efforts focus on keywords and content or you really do not consider at all. But any site with a content volume, a long history and a very competitive market will need to consider the technical aspects of SEO - or lose business to competitors who do.
Search engines are far from perfect in their ability to find, understand and organize content on the web. It also has formidable resources for the search engines to do with the continuing explosion of content and links every second of every day are created. As a result, search engines have made some aspects of the process of crawling and indexing more explicitly part of what is needed to achieve greater exposure.
Part of the burden is now on the website owner to make easier and more efficient to crawl sites (on behalf of a better user experience). That means you have to load your pages fast, free of errors and maybe even include additional markup in the code. They need to be "search engine friendly" so it is easier for Google and Bing to make copies of the content.
If your site meets these standards websites more technical, the rewards can be anything from having more of their content included in an index search engine to an improvement in the way your most important content stand out from other search results.
Here are some important considerations to tune the performance of your website, the style of "SEO Mechanic":
Tracking Management - There are three essential components of how search engines work and Copy discover, organize and sort the contents of your website among the billions of documents on the web. They are: crawling, indexing and ranking. Without good management crawling and indexing of parts of this process, it can be quite difficult (or random) to achieve and maintain good search visibility through its portfolio of digital marketing assets.
Most content and social media marketers are not responsible for crawling and indexing the content they create. If you have an SEO consultant, these responsibilities are left to others. Who can say if it is being managed for the maximum benefit of marketing objectives versus pure SEO? ie gross "ranking" counts vs qualitative brand and topic inclusion.
I think if it this way: When you build a house there are many things to decide, but get proper crawling and indexing is like getting a solid foundation in place for your home. However, unlike with a house - you have to manage the crawling and indexing efficiency for performance continuously.
Crawling the web is difficult, so that means there is an opportunity for SEO to make easier and more efficient for search engines crawl. A good mechanic can help SEO crawlers focus you need to be - what and what not to crawl to crawl.
Andre Alpar says blocking URLs minor tracking increases the likelihood that important URLs are crawled. Look at your URLs as sets or layers. Some layers, they do not want to be tracked including: printable versions of pages, some PDFs, miniature versions of the images, or alternative sort and filter pages on e-commerce sites.
Robots.txt and 301s are tools you can use. Handling parameter in Google Webmaster Tools also provides some options.
Management Indexing - Indexing strategy focuses on URLs that are only important to users and are also valuable for SEO. Instead of seeing this separation in black and white, I prefer to think of them in order of priority. Content marketing should not compete with other content, but might have priority when it comes to technical optimization and theme.
When you take the focus of the content takes precedence search engine, you will have to decide: Across the number of URLs will focus the authority? Andre says that the less pages pushing the overall index is more likely to appear you do post up in the SERPs.
The first step in an indexing strategy: sort through their user-oriented pages. Some URLs are only important for the user and internal links, but not for SEO. Examples: Shopping pages of an e-commerce website, help pages, numbered pages.
Andre says he does not want to rank for content "help", which I do not agree with anything.
Current customers use search engines to find helpful information related to products and services all the time and ensure relevant search visibility can create a great customer experience. Keep an existing customer should be a top priority of companies as the cost of acquiring new customers is much more efficient and much less investment. Optimization Content aid means different, more niche terms and should not compete with content marketing. However, the help content can double as content marketing anyway.
Andre shared these three groups to organize your site's URL to Googlebot address in the right direction using the robots meta tag:
Group 1: good pages for users and internal links (Noindex follow)
Group 2: good pages and internal links for SEO (index, follow)
Group 3: good pages for users, for SEO and internal links (index, follow)
He closed his presentation with: "The more you focus on your Google crawling and indexing, SEO successes become more deterministic."
Link Building
There are some who say that link building is really dead and that social cues have replaced web page SEO web page links PageRank many have pursued since entered the lexicon of marketing online. Matt Cutts of Google has recently stated that "we do not use Twitter or Facebook Social Signals to rank pages," which some have interpreted as Google does not use links within the social content of any part of it's efforts to understand and manage the web .
That's a silly interpretation, of course, because if you've been following people like Matt Cutts for years, you know there is not only a lot of nuances to his well trained review media relations, but also the likelihood that Things will change.
In any case, social networking and community is a content distribution channel that can conduct search and awareness of the content being linked to. For example, I have heard of numerous tools and resources through Facebook, LinkedIn, Twitter and Google Plus and then linked to the resources of our blog within an article.
Beyond the purchase link is the increasing need to go on the defensive, linked and win the competition for the most listing of "natural" link. Part of this process is to become aware of the unpleasant links pointing to your site and do something about it.
Clean Those Links - Paul Madden made it clear that the first priority for any old site has links pointing to it is clean. That means that an audit of inbound links to your website and the quality assessment of the link source.
All spam links, artificial or low quality can hurt your search visibility, so it is important to get it removed or ignored by Google. Once you have a good map of the links to your site, work on getting the low quality link sources to remove links. This is much easier said than done and will be an ongoing effort to anywhere in the popularity and / or age.
For those link sources can not be changed, denying them using the Google. The disavow tool should not be used lightly. Using it basically tells Google that does not rely on any link from a particular domain to your site.
Manage Your Profile link - the fact that you get a couple of places to eliminate unpleasant or too commercial links, does not mean you can stop there. There are a variety of ways that can begin more undesirable links pointing to your site from scrapers to copy their RSS feed for negative SEO. For a website that is popular even nominally, the link profile should be managed and optimized continuously.
Again, do not think many social media and content marketers are paying close attention to the cleanliness link. They are busy creating and promoting great content from their communities, often unconscious or automatic linkage incident that happens can be a hole in the bucket for SEO progress.
Tools for auditing and management profile link to your website:
Google Webmaster Tools
AHrefs
LinkRisk
MajesticSEO
SBI
How can you tell the difference between good and bad links?
Paul shared some evidence linking risk include:
Commercial Text
Links throughout the site
Tactics obvious linkage
Behavior and group accommodation - Network sites
Paid links
Site Directory
Widgets
Advertorials
Guest posts
Comment Spam
Links that may get in the future risk:
Infographic
Submitted DISAVOWED
Guilt by association
Tactics for building safer links:
Paul says that "now is the person who is the signal, not just the website." That means considering the authority and the ability to link / action against individuals solely on the basis of a domain or page. Here are some of its guidelines for "safer" link building:
Make your extension intelligently. Start with a good site. Follow the links in the community.
Think about mining social data for linking opportunities
Find an industry specific hashtags and discovery is important
Build relationships with influential people. Make the most important content that the link
Clean your link profile and when done, wipe again. Because it never hurts.
Creating basic content on your own site to define the concept
Take more time to collect data that are influential people in place using an extension of risk aversion approach them. (In other words, do not throw as a common SEO link spammer)
Partner with the person not the page
Anchor text is Dead - No commercial use anchor text or anchor sites using commercial text.
Conclusion - but not the final word on this topic
If you believe your internet marketing program is doing everything possible to take advantage of the best answer for buyers at the moment they are looking for in the search engines, think again. "Great content" and promotion of the social network are now the minimum requirements to compete in the digital market today. As highly skilled automotive mechanics evaluate and refine the mechanics of SEO specialists and experienced link building can assess, manage and optimize the performance of your website on the race track search engine high performance sports cars.
Anyone who has been in this race for a while knows that it takes more than a good car (web site) to win the race. They also know that the race never ends.
When you hire a specialist digital marketing, think beyond their content and social media marketing skills and see if you can speak "mechanic SEO" and manage efforts as crawling and indexing management. Can they also manage link profile audits, continuous cleaning and management, as well? If your company hopes the discovery of information through search, then these skills are a must - for digital marketing consultants and agencies too.
Are you trying to win the race above the search out of technical SEO and link building to chance? Are you proactively managing even negative past "sins" of SEO or SEO regarding link building and website optimization?
With its history in search engine marketing, conference presentations on digital marketing supplemented with sessions on SEO too.
Ensure that the content is easy to find the right audience in search is an important part of our consulting services TopRank Marketing, so I am very aware of the changes in the world of search engine optimization to Panda Penguin at Hummingbird. Anyway, as the content and social media marketer focused, it was interesting to hear the change in the current best practices of SEO and link building.
In the race to gain the attention of the buyer through the search, I'm pretty sure that many social media and content sellers are not even aware of, let alone optimization, crawling, indexing and SEO fight negative and risky bonds.
Because Google's crack down on the page and link quality, many SEOs are changing gears and going into a kind of defense to eliminate negative signals. In fact, the elimination of the negative signal is actually a thriving industry in niche circles SEO, which stands in stark contrast to just focus on the creation and promotion of high quality content that people want to share and link.
I thought the most striking public comment was the revelation by a speaker being paid to acquire links of a given type in the past, only now they are paid again to have them removed or unauthorized. Not exactly "creepy", but not exactly honorable either.
One presenter told a story about how an owner of 10,000 or less directories used to charge pennies for inclusion now charges $ 5 for disposal.
Another irony is the claim that Google Webmaster Tools is the logical place to begin the signals to determine the health of SEO for a website, only to discount the accuracy of the data WMT, feature by feature instead.
Beyond some of the presumption of gray / black hats now doing white hat SEO, had shared many useful ideas regarding the mechanical aspects of SEO audits and the current state of link building. I thought the advice was shared by Paul Madden - @ pauldavidmadden on link building and Andre Alpar - @ andrealpar Mechanics SEO to be particularly useful. Combined with our TopRank Marketing perspective, here are some of the views:
Mechanics of SEO - Crawling and Indexing
Most people in social and content marketing world networks your SEO efforts focus on keywords and content or you really do not consider at all. But any site with a content volume, a long history and a very competitive market will need to consider the technical aspects of SEO - or lose business to competitors who do.
Search engines are far from perfect in their ability to find, understand and organize content on the web. It also has formidable resources for the search engines to do with the continuing explosion of content and links every second of every day are created. As a result, search engines have made some aspects of the process of crawling and indexing more explicitly part of what is needed to achieve greater exposure.
Part of the burden is now on the website owner to make easier and more efficient to crawl sites (on behalf of a better user experience). That means you have to load your pages fast, free of errors and maybe even include additional markup in the code. They need to be "search engine friendly" so it is easier for Google and Bing to make copies of the content.
If your site meets these standards websites more technical, the rewards can be anything from having more of their content included in an index search engine to an improvement in the way your most important content stand out from other search results.
Here are some important considerations to tune the performance of your website, the style of "SEO Mechanic":
Tracking Management - There are three essential components of how search engines work and Copy discover, organize and sort the contents of your website among the billions of documents on the web. They are: crawling, indexing and ranking. Without good management crawling and indexing of parts of this process, it can be quite difficult (or random) to achieve and maintain good search visibility through its portfolio of digital marketing assets.
Most content and social media marketers are not responsible for crawling and indexing the content they create. If you have an SEO consultant, these responsibilities are left to others. Who can say if it is being managed for the maximum benefit of marketing objectives versus pure SEO? ie gross "ranking" counts vs qualitative brand and topic inclusion.
I think if it this way: When you build a house there are many things to decide, but get proper crawling and indexing is like getting a solid foundation in place for your home. However, unlike with a house - you have to manage the crawling and indexing efficiency for performance continuously.
Crawling the web is difficult, so that means there is an opportunity for SEO to make easier and more efficient for search engines crawl. A good mechanic can help SEO crawlers focus you need to be - what and what not to crawl to crawl.
Andre Alpar says blocking URLs minor tracking increases the likelihood that important URLs are crawled. Look at your URLs as sets or layers. Some layers, they do not want to be tracked including: printable versions of pages, some PDFs, miniature versions of the images, or alternative sort and filter pages on e-commerce sites.
Robots.txt and 301s are tools you can use. Handling parameter in Google Webmaster Tools also provides some options.
Management Indexing - Indexing strategy focuses on URLs that are only important to users and are also valuable for SEO. Instead of seeing this separation in black and white, I prefer to think of them in order of priority. Content marketing should not compete with other content, but might have priority when it comes to technical optimization and theme.
When you take the focus of the content takes precedence search engine, you will have to decide: Across the number of URLs will focus the authority? Andre says that the less pages pushing the overall index is more likely to appear you do post up in the SERPs.
The first step in an indexing strategy: sort through their user-oriented pages. Some URLs are only important for the user and internal links, but not for SEO. Examples: Shopping pages of an e-commerce website, help pages, numbered pages.
Andre says he does not want to rank for content "help", which I do not agree with anything.
Current customers use search engines to find helpful information related to products and services all the time and ensure relevant search visibility can create a great customer experience. Keep an existing customer should be a top priority of companies as the cost of acquiring new customers is much more efficient and much less investment. Optimization Content aid means different, more niche terms and should not compete with content marketing. However, the help content can double as content marketing anyway.
Andre shared these three groups to organize your site's URL to Googlebot address in the right direction using the robots meta tag:
Group 1: good pages for users and internal links (Noindex follow)
Group 2: good pages and internal links for SEO (index, follow)
Group 3: good pages for users, for SEO and internal links (index, follow)
He closed his presentation with: "The more you focus on your Google crawling and indexing, SEO successes become more deterministic."
Link Building
There are some who say that link building is really dead and that social cues have replaced web page SEO web page links PageRank many have pursued since entered the lexicon of marketing online. Matt Cutts of Google has recently stated that "we do not use Twitter or Facebook Social Signals to rank pages," which some have interpreted as Google does not use links within the social content of any part of it's efforts to understand and manage the web .
That's a silly interpretation, of course, because if you've been following people like Matt Cutts for years, you know there is not only a lot of nuances to his well trained review media relations, but also the likelihood that Things will change.
In any case, social networking and community is a content distribution channel that can conduct search and awareness of the content being linked to. For example, I have heard of numerous tools and resources through Facebook, LinkedIn, Twitter and Google Plus and then linked to the resources of our blog within an article.
Beyond the purchase link is the increasing need to go on the defensive, linked and win the competition for the most listing of "natural" link. Part of this process is to become aware of the unpleasant links pointing to your site and do something about it.
Clean Those Links - Paul Madden made it clear that the first priority for any old site has links pointing to it is clean. That means that an audit of inbound links to your website and the quality assessment of the link source.
All spam links, artificial or low quality can hurt your search visibility, so it is important to get it removed or ignored by Google. Once you have a good map of the links to your site, work on getting the low quality link sources to remove links. This is much easier said than done and will be an ongoing effort to anywhere in the popularity and / or age.
For those link sources can not be changed, denying them using the Google. The disavow tool should not be used lightly. Using it basically tells Google that does not rely on any link from a particular domain to your site.
Manage Your Profile link - the fact that you get a couple of places to eliminate unpleasant or too commercial links, does not mean you can stop there. There are a variety of ways that can begin more undesirable links pointing to your site from scrapers to copy their RSS feed for negative SEO. For a website that is popular even nominally, the link profile should be managed and optimized continuously.
Again, do not think many social media and content marketers are paying close attention to the cleanliness link. They are busy creating and promoting great content from their communities, often unconscious or automatic linkage incident that happens can be a hole in the bucket for SEO progress.
Tools for auditing and management profile link to your website:
Google Webmaster Tools
AHrefs
LinkRisk
MajesticSEO
SBI
How can you tell the difference between good and bad links?
Paul shared some evidence linking risk include:
Commercial Text
Links throughout the site
Tactics obvious linkage
Behavior and group accommodation - Network sites
Paid links
Site Directory
Widgets
Advertorials
Guest posts
Comment Spam
Links that may get in the future risk:
Infographic
Submitted DISAVOWED
Guilt by association
Tactics for building safer links:
Paul says that "now is the person who is the signal, not just the website." That means considering the authority and the ability to link / action against individuals solely on the basis of a domain or page. Here are some of its guidelines for "safer" link building:
Make your extension intelligently. Start with a good site. Follow the links in the community.
Think about mining social data for linking opportunities
Find an industry specific hashtags and discovery is important
Build relationships with influential people. Make the most important content that the link
Clean your link profile and when done, wipe again. Because it never hurts.
Creating basic content on your own site to define the concept
Take more time to collect data that are influential people in place using an extension of risk aversion approach them. (In other words, do not throw as a common SEO link spammer)
Partner with the person not the page
Anchor text is Dead - No commercial use anchor text or anchor sites using commercial text.
Conclusion - but not the final word on this topic
If you believe your internet marketing program is doing everything possible to take advantage of the best answer for buyers at the moment they are looking for in the search engines, think again. "Great content" and promotion of the social network are now the minimum requirements to compete in the digital market today. As highly skilled automotive mechanics evaluate and refine the mechanics of SEO specialists and experienced link building can assess, manage and optimize the performance of your website on the race track search engine high performance sports cars.
Anyone who has been in this race for a while knows that it takes more than a good car (web site) to win the race. They also know that the race never ends.
When you hire a specialist digital marketing, think beyond their content and social media marketing skills and see if you can speak "mechanic SEO" and manage efforts as crawling and indexing management. Can they also manage link profile audits, continuous cleaning and management, as well? If your company hopes the discovery of information through search, then these skills are a must - for digital marketing consultants and agencies too.
Are you trying to win the race above the search out of technical SEO and link building to chance? Are you proactively managing even negative past "sins" of SEO or SEO regarding link building and website optimization?
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