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Trends, Best Practices in Organic Search

                         By Josh Smith
                      Find and Convert
   History of Search
   Future of Search
   Important Concepts
   Future SEO Mindset
   Best Practices
Unfair advantage




                   Analogous to
                   Post Google
                   Panda & Penguin
   Florida Update (Google) – November 2003
    ◦ Primarily targeted onsite factors
   Rel Canonical – February 2009
    ◦ Google, Bing, and Yahoo jointly announced
   Social Signals - December 2010
   Panda Update (Google) - February 23, 2011
    ◦ Content Farms, Article Syndication
   Penguin Update (Google) – April 24, 2012
    ◦ Blog Networks, Site-wide Links, Exact Match Anchor
      Text
   Knowledge Graph - May 16, 2012
   EMD Update - September 27, 2012
    ◦ Large Scale devaluation of exact match domains
   Page Layout - October 9, 2012
    ◦ Page layouts with too many ads above the fold.
Future of Search
Future of Search
   What does Google want?
    ◦ Provide answers to search intent and not just give
      links.
    ◦ Want to connect topic, ideas, people, places, things
    ◦ What is? When? Where are?
    ◦ Answers questions
      What is Pi?
      What is the harlem shake?
   How do they plan on connecting all this data?
    ◦ Entities
    ◦ Google Authorship
    ◦ Synonyms (Not keyword based – Topic based)
      Matt Cutts has his own synonym team
      Lag from what Google wants and where it is today
   Imagine a search engine that can differentiate
    101 level content and 401 level content.
Future of Search
   Answer 30% of users
    next queries
   Connects the dots
    between entities.
   Google is connecting authors that write
    quality content (receives links, social,
    cocitations) and connecting them with the
    vertical that they write in.
   Co Citation is when the Brand is mentioned
    without a link in context to a specific topic.
   Example: Coca Cola will be mentioned in
    articles regarding soft drinks not computers.




              Excerpt from the Wall Street Journal.
   How does Google determine the authority of
    the website?
   How does Google determine the quality of
    content?
   How does Google determine higher quality
    for 2 identical pieces of content?
   Greatness is not an algorithm factor.
   Answer: Links, Social, & Co Citations to a
    webpage.
   Google has been giving more love to brands
    over the past updates.
   User Input a Brand Signal
Future of Search
   High quality links .edu, .gov, cnn, wsj, etc.
   Sometimes a lot of links to go with the high
    quality
   Social Shares
   Branded Anchor Text
    ◦ Don’t forget some exact match
<a href=“http://www.brand.com”>Branded
 Anchor Text</a>
   High quality content will create links, social
    shares. This is how Google determines high
    quality content.
   E.g., Faces of Meth
Future of Search
   Write for humans
   Don’t write for search engines
   Quality of the content in context is KING
   Be Marketers not Google Manipulators
    ◦ Be Awesome 
    ◦ Be Creative



       Hint: The Future is Now!
   Create linkable assets
    ◦   Interview series
    ◦   Tools
    ◦   Contests
    ◦   Polls
    ◦   Cover current news events
Future of Search
   Webpages rank, not Websites
   Know the User Intent in the keyword
    ◦ Don’t go by just traffic
      Targeted Traffic
   Closely related keywords can target the same
    page
    ◦ Cars, Autos, Automobile, Vehicle
   Blog Posts are for Long Tail
   This works well with “Siloing” the website
Future of Search
Future of Search
Blog is completely separate – All content created goes under
the blog if it is not a landing page. URLs have the correct
subdirectory.
Example: www.website.com/silo1/category1/page
   Be natural
   If you do optimize content use synonyms. But
    DO NOT over-think, be human.
   Images & videos enhance the quality of a
    post.
   Google has an army of really well paid, smart,
    socially awkward people who live in front of
    their computers 18 hours a day.
   Content needs to be data driven (KPI).
   Landing Pages vs Blog Post
   Competitive Research
    ◦ What are competitors writing about?
    ◦ How well is their content performing? (Links & Social)
   Timely Research
    ◦ Trending / Hot Topics / Informational (Google Trends)
   Client’s Content
    ◦ Are the posts generating traffic, links, social mentions? If
      not then there is VERY little value given to the content.
   How are URLs performing? (Not Keywords)
    ◦ Traffic
    ◦ Links
    ◦ Social
Source: Kuno Creative
   They comment, share, and link to content.
    Helps domain authority for ranking.
   More importantly if the site gets hit by a
    future update all traffic does not cease.
   This mindset helps build a business not just
    rankings.
   How will anybody find an awesome piece of
    content if it is only on the your blog?
    ◦ A) Either you have a huge audience following that
      will promote your content
    ◦ B) Or outreach has to be done to build the brand’s
      presence
   How to build an audience?
    ◦ Reach out to other people & websites in the vertical
   Use the employee team if at all possible
    ◦ Can be very time consuming and expensive
   Goal: Brand Awareness, Links, Traffic
Future of Search
   Internal Links should be natural and for the user.
    ◦ Don’t overuse Exact Match.
   Internal links only pass authority from other
    websites linking to it.
    ◦ Can’t vote yourself up for competitive keywords.
    ◦ Stay within silo
   Internal Links should be focused to help a
    landing page.
    ◦ Don’t cannibalize rankings.
   Blog posts can interlink
   The more internal links on a page the less link
    juice is passed to each page.
   Don’t give hard numbers per post
    ◦ Sites that were hit by penalties were by more
      factors than just internal linking
    ◦ Don’t be afraid, be cautious
    ◦ Biggest thing is to have the right mindset
   Don’t overuse exact match anchor text
   Be different as much as possible (anchor text)
   Internal link to relevant landing page or blog
    post
   Use appropriate alts for images after seeing
    the image. Don’t just put keywords in the
    image.
   Title and h1 should be different. Blog Posts
    can get away with this.
   Don’t over optimize URLs
    ◦ www.website.com/my-first-keyword-1/second-
      keyword-here
   Put blog structure as
   Category - www.website.com/blog/name-of-
    category
   Blog Post - www.website.com/blog/blog-
    post
   This prevents having duplicate content on
    site if multiple categories are selected for a
    post.
   Over-optimization
    ◦ http://www.seomoz.org/blog/6-changes-every-
      seo-should-make-before-the-over-
      optimization-penalty-hits-whiteboard-friday
   Content Performance
    ◦ http://uk.blueglass.com/blog/content-auditing/
    ◦ http://pointblankseo.com/scrape-rate
    ◦ http://ipullrank.com/scrape-rate-and-shareability-
      rate/
   Silo Architecture
    ◦ http://www.bruceclay.com/seo/silo.htm
   Landing Pages
    ◦ http://yoast.com/cornerstone-content-rank/
   Entities / Synonyms
    ◦ http://www.youtube.com/watch?feature=player_em
      bedded&v=NpnnXt7CHMU
    ◦ http://www.seobythesea.com/2013/01/insignifican
      t-terms-in-queries/
   CoCitation / CoOccurence
    ◦ http://www.seomoz.org/blog/prediction-anchor-
      text-is-dying-and-will-be-replaced-by-cocitation-
      whiteboard-friday
    ◦ http://www.seobythesea.com/2012/11/ranking-
      webpages-relationships-co-occurrence-patent/
    ◦ http://www.seobythesea.com/2012/11/not-all-
      anchor-text-is-equal-other-co-citation-
      observations/
   Matt Cutts
    ◦ http://www.theshortcutts.com/
    ◦ http://www.youtube.com/watch?v=JMY-iNnqUIo


   URLS
    ◦ http://www.not-implemented.com/urls-are-for-
      people-not-computers/
We help mid-size businesses transform their
web assets into a profit center by creating
and executing digital marketing strategies.




 Strategy   Execution   Results      Support



                        info@findandconvert.com

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Future of Search

  • 1. Trends, Best Practices in Organic Search By Josh Smith Find and Convert
  • 2. History of Search  Future of Search  Important Concepts  Future SEO Mindset  Best Practices
  • 3. Unfair advantage Analogous to Post Google Panda & Penguin
  • 4. Florida Update (Google) – November 2003 ◦ Primarily targeted onsite factors  Rel Canonical – February 2009 ◦ Google, Bing, and Yahoo jointly announced  Social Signals - December 2010  Panda Update (Google) - February 23, 2011 ◦ Content Farms, Article Syndication  Penguin Update (Google) – April 24, 2012 ◦ Blog Networks, Site-wide Links, Exact Match Anchor Text
  • 5. Knowledge Graph - May 16, 2012  EMD Update - September 27, 2012 ◦ Large Scale devaluation of exact match domains  Page Layout - October 9, 2012 ◦ Page layouts with too many ads above the fold.
  • 8. What does Google want? ◦ Provide answers to search intent and not just give links. ◦ Want to connect topic, ideas, people, places, things ◦ What is? When? Where are? ◦ Answers questions  What is Pi?  What is the harlem shake?
  • 9. How do they plan on connecting all this data? ◦ Entities ◦ Google Authorship ◦ Synonyms (Not keyword based – Topic based)  Matt Cutts has his own synonym team  Lag from what Google wants and where it is today  Imagine a search engine that can differentiate 101 level content and 401 level content.
  • 11. Answer 30% of users next queries  Connects the dots between entities.
  • 12. Google is connecting authors that write quality content (receives links, social, cocitations) and connecting them with the vertical that they write in.
  • 13. Co Citation is when the Brand is mentioned without a link in context to a specific topic.  Example: Coca Cola will be mentioned in articles regarding soft drinks not computers. Excerpt from the Wall Street Journal.
  • 14. How does Google determine the authority of the website?  How does Google determine the quality of content?  How does Google determine higher quality for 2 identical pieces of content?  Greatness is not an algorithm factor.  Answer: Links, Social, & Co Citations to a webpage.
  • 15. Google has been giving more love to brands over the past updates.
  • 16. User Input a Brand Signal
  • 18. High quality links .edu, .gov, cnn, wsj, etc.  Sometimes a lot of links to go with the high quality  Social Shares  Branded Anchor Text ◦ Don’t forget some exact match <a href=“http://www.brand.com”>Branded Anchor Text</a>
  • 19. High quality content will create links, social shares. This is how Google determines high quality content.  E.g., Faces of Meth
  • 21. Write for humans  Don’t write for search engines  Quality of the content in context is KING  Be Marketers not Google Manipulators ◦ Be Awesome  ◦ Be Creative Hint: The Future is Now!
  • 22. Create linkable assets ◦ Interview series ◦ Tools ◦ Contests ◦ Polls ◦ Cover current news events
  • 24. Webpages rank, not Websites  Know the User Intent in the keyword ◦ Don’t go by just traffic  Targeted Traffic  Closely related keywords can target the same page ◦ Cars, Autos, Automobile, Vehicle  Blog Posts are for Long Tail  This works well with “Siloing” the website
  • 27. Blog is completely separate – All content created goes under the blog if it is not a landing page. URLs have the correct subdirectory. Example: www.website.com/silo1/category1/page
  • 28. Be natural  If you do optimize content use synonyms. But DO NOT over-think, be human.  Images & videos enhance the quality of a post.
  • 29. Google has an army of really well paid, smart, socially awkward people who live in front of their computers 18 hours a day.
  • 30. Content needs to be data driven (KPI).  Landing Pages vs Blog Post  Competitive Research ◦ What are competitors writing about? ◦ How well is their content performing? (Links & Social)  Timely Research ◦ Trending / Hot Topics / Informational (Google Trends)  Client’s Content ◦ Are the posts generating traffic, links, social mentions? If not then there is VERY little value given to the content.
  • 31. How are URLs performing? (Not Keywords) ◦ Traffic ◦ Links ◦ Social
  • 33. They comment, share, and link to content. Helps domain authority for ranking.  More importantly if the site gets hit by a future update all traffic does not cease.  This mindset helps build a business not just rankings.
  • 34. How will anybody find an awesome piece of content if it is only on the your blog? ◦ A) Either you have a huge audience following that will promote your content ◦ B) Or outreach has to be done to build the brand’s presence  How to build an audience? ◦ Reach out to other people & websites in the vertical  Use the employee team if at all possible ◦ Can be very time consuming and expensive  Goal: Brand Awareness, Links, Traffic
  • 36. Internal Links should be natural and for the user. ◦ Don’t overuse Exact Match.  Internal links only pass authority from other websites linking to it. ◦ Can’t vote yourself up for competitive keywords. ◦ Stay within silo  Internal Links should be focused to help a landing page. ◦ Don’t cannibalize rankings.  Blog posts can interlink  The more internal links on a page the less link juice is passed to each page.
  • 37. Don’t give hard numbers per post ◦ Sites that were hit by penalties were by more factors than just internal linking ◦ Don’t be afraid, be cautious ◦ Biggest thing is to have the right mindset  Don’t overuse exact match anchor text  Be different as much as possible (anchor text)  Internal link to relevant landing page or blog post
  • 38. Use appropriate alts for images after seeing the image. Don’t just put keywords in the image.  Title and h1 should be different. Blog Posts can get away with this.  Don’t over optimize URLs ◦ www.website.com/my-first-keyword-1/second- keyword-here
  • 39. Put blog structure as  Category - www.website.com/blog/name-of- category  Blog Post - www.website.com/blog/blog- post  This prevents having duplicate content on site if multiple categories are selected for a post.
  • 40. Over-optimization ◦ http://www.seomoz.org/blog/6-changes-every- seo-should-make-before-the-over- optimization-penalty-hits-whiteboard-friday  Content Performance ◦ http://uk.blueglass.com/blog/content-auditing/ ◦ http://pointblankseo.com/scrape-rate ◦ http://ipullrank.com/scrape-rate-and-shareability- rate/
  • 41. Silo Architecture ◦ http://www.bruceclay.com/seo/silo.htm  Landing Pages ◦ http://yoast.com/cornerstone-content-rank/  Entities / Synonyms ◦ http://www.youtube.com/watch?feature=player_em bedded&v=NpnnXt7CHMU ◦ http://www.seobythesea.com/2013/01/insignifican t-terms-in-queries/
  • 42. CoCitation / CoOccurence ◦ http://www.seomoz.org/blog/prediction-anchor- text-is-dying-and-will-be-replaced-by-cocitation- whiteboard-friday ◦ http://www.seobythesea.com/2012/11/ranking- webpages-relationships-co-occurrence-patent/ ◦ http://www.seobythesea.com/2012/11/not-all- anchor-text-is-equal-other-co-citation- observations/
  • 43. Matt Cutts ◦ http://www.theshortcutts.com/ ◦ http://www.youtube.com/watch?v=JMY-iNnqUIo  URLS ◦ http://www.not-implemented.com/urls-are-for- people-not-computers/
  • 44. We help mid-size businesses transform their web assets into a profit center by creating and executing digital marketing strategies. Strategy Execution Results Support info@findandconvert.com