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Taming Algorithm Chaos - PubCon Las Vegas - Jake Bohall

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Chaos Theory in SEO, and how we must adapt in order to avoid major impacts as a result Google's ever changing algorithm.

Awesome Good Will Hunting reference, recommendations for LDA in bettering content for SEO.

Veröffentlicht in: Marketing
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Taming Algorithm Chaos - PubCon Las Vegas - Jake Bohall

  1. 1. Taming Algorithm Chaos PubCon Vegas 2014 virante.com jbohall@virante.com 919-459-2834 @jakebohall
  2. 2. Taming Algo Chaos • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
  3. 3. Taming Algo Chaos Who Am I? • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Vice President of Marketing at 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 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
  4. 4. Taming Algo Chaos Good Will Hunting • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
  5. 5. Taming Algo Chaos Google Job Interview • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • 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.”
  6. 6. Taming Algo Chaos Why shouldn’t I work for Google? • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • 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.
  7. 7. Taming Algo Chaos Chaos Theory • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall cha·os noun complete disorder and confusion. cha·os the·o·ry noun the 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.
  8. 8. Taming Algo Chaos Chaos Theory • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Sensitivity to initial conditions Site structure Search queries Incoming links Topological Mixing Content Social Signals Inbound Links
  9. 9. Taming Algo Chaos Algorithm Updates • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 35 30 25 20 15 10 5 0 1 0 1 7 2 8 1 2 2 4 8 19 35 17 10 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Major Algorithm Updates Data Source: http://www.seomoz.org/google-algorithm-change
  10. 10. Taming Algo Chaos Algo Updates • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Image Credit: www.2varanasi.com
  11. 11. Taming Algo Chaos Algo Updates • Who Am I? • Chaos Theory • Algo Updates • Immediate Needs • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
  12. 12. Taming Algo Chaos Negative 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
  13. 13. Taming Algo Chaos Inconsistency 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’sWebmaster Guidelines. • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word
  14. 14. Taming Algo Chaos Hypocrisy • 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
  15. 15. Taming Algo Chaos Confusion • 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: somewhere on blogspot… they probably stole it
  16. 16. Taming Algo Chaos Be Smarter … EVOLVE !! • 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.steve-dale.net/
  17. 17. Taming Algo Chaos Purpose of the Algorithm • 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 The common principal: Better Content && Better Links Relevance Authority
  18. 18. Taming Algo Chaos Purpose of the Algorithm • 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.mybloggerlab.com
  19. 19. Taming Algo Chaos Stop Spamming • 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 Quality CONTENT matters! UNIQUE - Implement rich snippets, microdata and UGC RELEVANT- Topical relevancy AUTHORITY – Share and Create content in social
  20. 20. Taming Algo Chaos Unique Content • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Rich snippets, microdata, Schema.org Article Markup Better user experience, increased click through rates Image Credit: www.highervisibility.com
  21. 21. Taming Algo Chaos User Generated Content • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media!
  22. 22. Taming Algo Chaos Relevant Content • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 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
  23. 23. Taming Algo Chaos Latent Dirichlet Allocation • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall PubCon Vegas Marketing Vegas SEO SEM Networking Analytics Affiliates Drinking Gambling Convention Center Money Late Nights
  24. 24. Taming Algo Chaos Authority Content • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Do #RCS “Real Company Shit” -- Wil Reynolds Have authorities write your content
  25. 25. Taming Algo Chaos Stop Spamming • 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 Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc
  26. 26. Taming Algo Chaos Brand Matters • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
  27. 27. Taming Algo Chaos Let People Promote your Brand! • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 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.
  28. 28. Taming Algo Chaos Diversify Your Efforts • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 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
  29. 29. Taming Algo Chaos Strategies that Help each Other! • 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 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!!)
  30. 30. Taming Algo Chaos Strategies that Help each Other! • 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 “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
  31. 31. Taming Algo Chaos Takeaways • 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 … 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
  32. 32. Taming Algo Chaos If you can’t evolve! • 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
  33. 33. www.virante.org www.thegooglecache.com www.ntopic.org www.pandarisk.com www.removeem.com www.outreachapp.com www.penguinanalysis.com virante.com jbohall@virante.com 919-459-2834 @jakebohall

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