adaptive search marketing - digital marketing for business 2015 #dmfb
Post on 30-Jul-2015
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Adaptive Search MarketingHow To Evolve for Long-Term Rankings Stability
virante.com jbohall@virante.com 919-459-2834 @jakebohall
Adaptive Search MarketingWho Am I?
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Vice President of Marketing at Angular (aka Virante, Inc.) - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as SEOAlarms, Remove’em, nTopic, PandaRisk, and more.
Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences.
#dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys
Adaptive Search MarketingGood Will Hunting
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Adaptive Search MarketingGoogle Job Interview
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
“So why do you think I should work for Google?”
“Well, you would be working on the cutting edge. You would be exposed to the kind of technology you wouldn’t see anywhere else, cause we hid it in complicated patents and only apply the information when we feel like it. Superstring theory, chaos math, advanced algorithms.”
“Ranking websites based on what I think is best?”
“Well that’s one aspect”
“C’mon that is what you guys do. You guys handle 25% of internet traffic in North America. You are bigger than Facebook, Netflix, and Twitter combined.
“We don’t like to brag about that Jake, but you are exactly right. So the way I see it, the question isn’t why you should work for Google, the question is… Why shouldn’t you?”
“Why shouldn’t I work for Google? That’s a tough one, but I’ll take a shot at it.”
Adaptive Search MarketingWhy shouldn’t I work for Google?
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Let’s say I’m working at Google and someone puts an algorithm issue on my desk, something no one else can figure out, maybe I take a shot at it, and maybe I figure out a way to improve it. I’m real happy with myself because I did my job well.
… But maybe that algorithm update identifies anchor text over optimization as a primary indicator of spammy techniques. Now Google sends out manual penalties to 1,000’s of small business websites that I never met or had any problem with, suddenly these entrepreneurs… the same guys we are trying to leverage to help build our economy, have their livelihood destroyed.
The legal team and Matt Cutts don’t care, because they say “they had it coming” and ad revenue is up. Meanwhile, some of these families can’t pay for their house, it gets foreclosed, wrecks their credit for any near-future small business loan and they have to move to a slummy neighborhood where they get a divorce because one of them thought it was a good idea to buy links and they still argue about how they didn’t do anything different than RapGenius or Interflora other than be slightly less knowledgeable about what they were attempting to do.
Adaptive Search MarketingChaos Theory
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
cha·os nouncomplete disorder and confusion.
cha·os the·o·ry nounthe branch of mathematics that deals with
complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.
Adaptive Search MarketingChaos Theory
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Sensitivity to initial conditionsSite structureSearch queriesIncoming links
Topological MixingContentSocial SignalsInbound Links
Adaptive Search MarketingAlgorithm Updates
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
05
101520253035
1 0 1
72
8
1 2 2 48
19
35
17
10
Major Algorithm Updates
Data Source: http://www.seomoz.org/google-algorithm-change
Adaptive Search MarketingAlgo Updates
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall Image Credit: www.2varanasi.com
Adaptive Search MarketingAlgo Updates
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Adaptive Search MarketingNegative SEO
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall Image Credit: www.omarkattan.com
Adaptive Search MarketingInconsistency with Guidelines
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee.
Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Adaptive Search MarketingHypocrisy
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Adaptive Search MarketingConfusion
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Image Credit: somewhere on blogspot… they probably stole it
Adaptive Search Marketing
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Adaptive Search MarketingBe Smarter … EVOLVE !!
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Image Credit: www.steve-dale.net/
Adaptive Search MarketingPurpose of the Algorithm
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
The common principal:
Better Content && Better Links Relevance Authority
Adaptive Search MarketingPurpose of the Algorithm
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Image Credit: www.mybloggerlab.com
Adaptive Search MarketingStop Spamming
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Quality CONTENT matters!
UNIQUE - Implement rich snippets, microdata and UGC
RELEVANT- Topical relevancy
AUTHORITY – Share and Create content in social
Adaptive Search MarketingUnique Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
Rich snippets, microdata, Schema.org Article Markup
Better user experience, increased click through rates
Image Credit: www.highervisibility.com
Adaptive Search MarketingUnique Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
http://www.google.com/webmasters/tools/richsnippets
Adaptive Search MarketingUnique Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
http://www.google.com/webmasters/tools/richsnippets
Adaptive Search MarketingUser Generated Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
Your content should prove your users are engaged!
Make your audience sneezers, marketing your product/content for you….
Hello social media!
Adaptive Search MarketingRelevant Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
New Trends: Topical Relevancy
Ben Hendrickson (seoMoz) told us about LDA…
Were you listening?
To Do:Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank.
Consider…nTopic.org
Adaptive Search MarketingLatent Dirichlet Allocation
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
SEOSEMNetworkingAnalyticsAffiliates
Oak CityConvention CenterNorth CarolinaWake
DMFB Conference RaleighMarketing
Adaptive Search MarketingAuthority Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority
• Links• Final Word
Do #RCS “Real Company Shit”
-- Wil Reynolds
Have authorities write your content
Adaptive Search MarketingStop Spamming
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Quality LINKS matter!
BRAND - Engagement with company, citations
PEOPLE - Social Media, inspire conversation
DIVERSITY - Diversity in anchor text, strategies, etc
Adaptive Search MarketingBrand Matters
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example
• Final Word
Adaptive Search MarketingLet People Promote your Brand!
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example
• Final Word
Digital Outreach / PR / Social Media
They all converge to PROMOTE YOUR BRAND!!!
Let Google know you care more about your business than you do about
… Cheap Discount Widgets.
Adaptive Search MarketingDiversify Your Efforts
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example
• Final Word
Low volume of linking from different types of sources
Proactive at pruning bad/spammy links
Anchor text diversity and commitment to brand is critical to avoid Penguin.
To Do:http://www.removeem.com/ratios.php
Example Link BuildingExample Linking
• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
General Process
Value Proposition
Prospecting Outreach
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
Failed Attempts
Value Proposition
Prospecting Outreach
Reciprocal LinkFree ContentMoney
SpamNetworks
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
Failed Attempts
Value Proposition
Prospecting Outreach
Reciprocal LinkFree ContentMoneyGood for users
SpamNetworksPersonalizedvirante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
•Outreach LB - Generalization - Where we Fail - Why BLB Works• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
Why BLB Succeeds where others do not
The success of your campaign is equivalent to the good you do for the web.
You have a broken link and I have a
solution.
ProspectingPersonalized
Emails to Webmasters
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties
Search Phrases and Keyword Discovery
Identify broad and related keywords to prospect for resource pages related to your target.
Use nTopic to find words and phrases that occur on content like yours, which will inevitably on resource pages related to your topic.
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties
Find Resource Pages
Use smart search queries to identify resource pages related to your topic.
inurl:resources.html #key#inurl:links.html #key
Or use a tool like brokenlinkbuilding.com
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties
Resource Pages vs Targeted Pages
Either target the resource pages, or target the broken links on the resource page.
Example:http://example.com/links.htm --> http://broken.com
You can outreach to the resource page (example.com) to tell them about their broken link, or you can look up the backlinks to broken.com on majestic, moz and ahrefs and outreach to all of them about their broken link.
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link Building Example Linking
• Outreach LB• Prospecting• Content Creation - archive.org - Panda Rules• Outreach• Scaling• Avoiding Penalties
Content Creation with Archive.org
Use Archive.org to Determine Relevancy, Quality, and Potential for Improvement
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation - archive.org - Panda Rules• Outreach• Scaling• Avoiding Penalties
Content Creation following Panda rules
Follow the Panda Guidelines to Make Your New Version Even Better
• Was this content written by experts?• Would you consider this content trustworthy?• Is this page an authority on the issue?• Would you see this content in print?• Are there any obvious errors on the page?
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties
Contact Finding
Finding Good Webmaster Contact Information is one of the Hardest Parts. Outsource it!
• Mechanical Turk• Automatic in BrokenLinkBuilding.com Exports• OutreachApp also in BrokenLinkBuilding.com
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties
Outreach Styles
Finding the right outreach style can dramatically improve your conversion rate!
• Long Form• Short Form• Slow Play• And my favorite….
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties
Double Tap
Webmasters who don’t respond just
need a nudge. Send a complaint from another email.
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
Can it scale?
With the right tools, broken link building can scale as the sole content marketing strategy
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link BuildingExample Linking
• Outreach LB• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties
How can you avoid penalties?
Follow some basic ethical rules
1. Don’t Spam2. Don’t Commit Fraud3. Don’t Steal Content
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Tools to get the job done
1. Keyword Discovery1. Grepwords.com2. nTopic.org
2. Prospecting1. BrokenLinkBuilding.com2. Majestic / Ahrefs / Moz
3. Content Creation1. Archive.org2. nTopic.org
4. Outreach1. BrokenLinkBuilding.com2. OutreachApp.com
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
Example Link Building
Adaptive Search MarketingStrategies that Help each Other!
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past!
Broken Link Building is prospecting for content ideas …that already have links!
Create awesome link bait content (don’t copy!!)
Adaptive Search MarketingStrategies that Help each Other!
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
“The success of the campaign is directly proportional to how much good you do for the web.
You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.”
To Do:http://www. moz.com/blog/broken-link-building-bible-new-testament
Adaptive Search MarketingTakeaways
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
… Stop doing spammy stuff… Quality matters!
Content- Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Find new content opportunities based upon success
Links - Focus on your brand authority - Remove bad backlinks and/or dilute with good ones - Anchor text and link source diversity
Adaptive Search MarketingIf you can’t evolve!
virante.com
jbohall@virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com jbohall@virante.com 919-459-2834 @jakebohall
www.virante.comwww.thegooglecache.com
www.seoalarms.com www.ntopic.org
www.pandarisk.comwww.removeem.com
www.outreachapp.comwww.penguinanalysis.com
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