surviving the seo evolution
DESCRIPTION
This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: SEO is dead? Not even close. It’s evolved. This session will take a look at what’s changed, what’s stayed the same & how merchants & affiliates alike can not only survive those changes, but thrive.TRANSCRIPT
![Page 1: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/1.jpg)
IT’S DEAD
ASE 2014
RAE HOFFMAN
(LOL)
![Page 2: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/2.jpg)
RAE HOFFMAN
@Sugarraehttp://sugarrae.com
http://pushfire.com
![Page 3: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/3.jpg)
PANDA
Launch - 2/23/11
Rolling updates since 3/2013
![Page 4: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/4.jpg)
Page Layout Update1/19/12
Google Analytics > Behavior > In-page analytics > Browser size
![Page 5: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/5.jpg)
PENGUIN
Launch – 4/24/12
#NOMERCY
Last updated – 10/04/2013
![Page 6: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/6.jpg)
EMD UPDATE
9/27/2012
![Page 7: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/7.jpg)
PAYDAY LOAN
UPDATE
6/11/13
![Page 8: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/8.jpg)
HUMMINGBIRD
8/20/13
![Page 9: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/9.jpg)
& THE LIST GOES ON
![Page 10: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/10.jpg)
T FW
![Page 11: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/11.jpg)
PANDA – Mountain View, CA
LIKES:
“Good content”, encountering few technical issues, authority, low ad counts and he likes thick posts and he cannot lie.
DISLIKES:
Thin content (350 word articles targeting 1000 long tail keywords)
Duplicate content (like unedited, duplicated data feeds)
Low quality “MFA” style content Technical SEO issues that create false positives Excessive ads User complaints
BEST TRAIT: Cleaning up the web
WORST TRAIT: Quick to judge
![Page 12: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/12.jpg)
MERCHANTS Don’t give affiliates the same datafeed you use on your site
Clear up technical SEO issues
Don’t create 48 pages where 1 will do
A part of your website can drag down the whole
Add UGC components and moderate them - heavily
YOUR BLOG IS NOT A BROCHURE
The Facebook ad spend test
Position your brand as much as possible
![Page 13: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/13.jpg)
AFFILIATES Don’t use a merchant datafeed without editing / adding to it
Clear up technical SEO issues https://yoast.com/articles/wordpress-seo/
Redirect affiliate links internally
Add UGC components and moderate them – heavily I <3 http://myreviewplugin.com for WP based sites
The Facebook ad spend test
Position your brand as much as possible
Never sell out user trust
![Page 14: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/14.jpg)
PENGUIN – Mountain View, CA
LIKES:
Big brands, bigger brands and global brands
DISLIKES:
Smaller brands Guest posting Anchor text links Press release links Low quality links Technical SEO issues that create false positives “SEO” links Natural links that look like “SEO” links Most links Links you even thought about getting
BEST TRAIT: None
WORST TRAIT: Vindictive as hell
![Page 15: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/15.jpg)
SAY CONTENT MARKETING
ONE MORE TIME
![Page 16: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/16.jpg)
LINK BUILDING Do: Target your demo, not your product
Do: Remember that your blog = table legs
Do: Find the Linkerati through social media
Do: Create useful content
Do: Create viral campaigns
Do: Guest post for traffic
Do: Build traffic outside of Google
![Page 17: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/17.jpg)
LINK BUILDING Avoid: Heavy anchor concentrations
Avoid: Linking in press releases
Avoid: Sloppy & obvious link buying
Avoid: Low quality link building
Avoid: Off topic inbound links
Avoid: Giveaway and review campaigns unless…
Avoid: Links you’re confident won’t bring you traffic
![Page 18: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/18.jpg)
YOUR SITE
Interviewing people
Being interviewed
Social non G+
Google+Reference links
External guest posting
Internal guest posting
Alternative medium contentJV opportunitiesBroken link
buildingLink reclamation
Networking
Offline efforts
Citation monitoring
LINK BUILDING IS HARD WORK
![Page 19: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/19.jpg)
SOLVEPROBLEMS
![Page 20: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/20.jpg)
Content is King(& Why that’s a bull$hit mantra)
![Page 21: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/21.jpg)
A singer is only a
PERFORMER
…when she has an audience
![Page 22: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/22.jpg)
GOOGLE DOESN’T WANT TO MAKE WEBSITES
POPULAR
THEY WANT TO RANK
POPULAR WEBSITES
![Page 23: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/23.jpg)
“If you’re not building an email
list? You’re an idiot.”
Derek Halpern@derekhalpern
http://socialtriggers.com
![Page 24: Surviving the SEO Evolution](https://reader035.vdocument.in/reader035/viewer/2022062703/554cd625b4c905d1488b4ac1/html5/thumbnails/24.jpg)
THANK YOU
Awesome advice for bloggershttp://sugarrae.com
Consulting for merchants & businesseshttp://pushfire.com
Kicks in the asshttp://facebook.com/therealsugarrae
Ranting & cursing & football https://twitter.com/sugarrae