5 SEO Tips by Nick Garner

5SEO Tips
Timing your
rankings
Thematic
Consistency
Monitoring
Black Hat
Avoiding
Penalties
Crawl
Budgets1 2 3 4 5
by 90 Digital CEO Nick Garner
In this Edition:
GAMBLING NEWS WITH AN EDGE

Plan your link building to coincide with big events without getting
red flags and a human review from Google.
Timing
your
rankings
calvinayre.com © 2015

– 6 months beforehand, steadily
build links to various parts of the
site you want to rank
– Concentrate the content on the
page you want to rank, around
the core phrases you care about.
– Include a big call to action
banner that would only be in
place for the peak rankings
and acquisition times.

Key word rich text – align your words on the page
with your theme.
Thematic
consistency

There is a misconception that more text will
help you rank better.
The Hummingbird update.
Google has been working on
understanding words better and they are
great at identifying things to make more
sense of pages and get you the best
search results possible.

– The focus of the content
around a given subject that is
most important, not the length
of the content.
– Use a Keyword density tool, to
quickly see the frequency of
keywords on the page and from
that you can get a sense of
‘Thematic’ Density.
‘Thematic’ density.

Black Hat still works! Look up keywords, study black hat sites that rank well,
implement some of their strategies without breaking the rules too much.
Monitoring
black hat

BLACK HAT
SEO
The use of aggressive
SEO strategies,
techniques and tactics
that focus only on
search engines and
not a human audience.
Frequently used by those who
are looking for a quick financial
return on their Web site, rather than
a long-term investment.

– Spammers ranking on Google.co.uk
regularly rank off 90% non UK links. If you
get a manual review, and if your link set is
undeniably spammy, you will go down so
moderation on geolocation is important.
– Timescales for ranking. Takes about
2 months from domain inception to links
being loaded up on the domain and then
rankings in competitive phrases.

Penalty Risk Factors – how can you avoid getting penalized?
Get a membership with Majestic, stay in line with competition.
Avoiding
penalties

– Getting a penalty is a world
of pain. It’s best not to get
one in the first place…
– Building a good site
which has editorial merit
and attracts great links
is the ideal.
The reality is most iGaming sites can never be
‘good’ and so have to rely on link building and
link buying to rank. This puts you right in the
middle of Google’s spam team target zone.

1. The Velocity of link and linking domain growth over time.
If your link growth is way above your competition, or if you suddenly get a ton of
links and linking domains, then you will stand out and sometimes Google human
reviewers will come by and check you out.
2. Quality of links
Fewer links, but of a better quality is better than a ton of spam links.
3. Volume of links and linking domains
Sometimes too many is plain dangerous and will attract attention you don’t want.
Look for 3 things...

Compare your link profile against your
competition. Stay in the pack and be a little better
on quality of links coming in and stick at it.
It’s ultimately down to the judgement of a Google
employee on whether you are knocked out or not.
It sucks, but it’s Google’s website and they can do
what they like with it.
General rule.
It’s luck of the draw.

CRAWL
BUDGETSGetting the best rankings from big sites
i.e. bookmaker sites or huge affiliate sites

– The visit of Google to track your web page.
– When Google bots come to your Website
it follows other linked page and crawl your
site. This is one reason we create site map,
as it contains all the links of our blog and
bots use it to deep crawl our pages.
Crawling

– Google gives you a crawl budget in line
with your page rank. If you have pages
with a tiny amount of page rank, they are
likely to not be crawled often, if at all.
– If competitors are being crawled more
frequently – they will outrank you.
Concentrate Google around the pages
you care about, get more frequent crawls
and aim to rank those.

The best way to think about it is that the
number of pages that we crawl is roughly
proportional to your PageRank. So if you have
a lot of incoming links on your root page, we’ll
definitely crawl that. Then your root page
may link to other pages, and those will get
PageRank and we’ll crawl those as well. As you
get deeper and deeper in your site, however,
PageRank tends to decline.
Matt Cutts talks about crawl budget:
Matt Cutts
Programmer
Head of Google’s
Webspam team

Another way to think about it is that the
low PageRank pages on your site are
competing against a much larger pool of
pages with the same or higher PageRank.
There are a large number of pages on the web
that have very little or close to zero PageRank.
The pages that get linked to a lot tend to get
discovered and crawled quite quickly. The lower
PageRank pages are likely to be crawled not
quite as often.
Matt Cutts
Programmer
Head of Google’s
Webspam team

Check out more SEO Tips
from Nick Garner at
calvinayre.com
Nick Garner is founder of 90 Digital, the well-known and
respected iGaming search marketing agency. Nick is
obsessed with SEO and whatever it takes to rank sustainably
on Google.
fb.me/calvinayrenews
@calvinayrenews

Watch the videos:
1. Timing your rankings
2. Thematic consistency
3. Monitoring black hat
4. Avoiding penalties
5. Crawl budgetS

5 SEO Tips by Nick Garner

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5 SEO Tips by Nick Garner