Taming Algorithm Chaos - PubCon Las Vegas - Jake Bohall
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Transcript of Taming Algorithm Chaos - PubCon Las Vegas - Jake Bohall
Taming Algorithm ChaosPubCon Vegas 2014
virante.com [email protected] 919-459-2834 @jakebohall
Taming Algo Chaos• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall
Taming Algo ChaosWho Am I?
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
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
Taming Algo ChaosGood Will Hunting
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall
Taming Algo ChaosGoogle Job Interview
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
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.”
Taming Algo ChaosWhy shouldn’t I work for Google?
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
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.
Taming Algo ChaosChaos Theory
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
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@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.
Taming Algo ChaosChaos Theory
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall
Sensitivity to initial conditionsSite structureSearch queriesIncoming links
Topological MixingContentSocial SignalsInbound Links
Taming Algo ChaosAlgorithm Updates
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
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
Taming Algo ChaosAlgo Updates
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall Image Credit: www.2varanasi.com
Taming Algo ChaosAlgo Updates
• Who Am I?• Chaos Theory• Algo Updates• Immediate Needs• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall
Taming Algo ChaosNegative SEO
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com
919-459-2834
@jakebohall Image Credit: www.omarkattan.com
Taming Algo ChaosInconsistency with Guidelines
virante.com
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@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
Taming Algo ChaosHypocrisy
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@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
Taming Algo ChaosConfusion
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@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
Taming Algo ChaosBe Smarter … EVOLVE !!
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/
Taming Algo ChaosPurpose of the Algorithm
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
Taming Algo ChaosPurpose of the Algorithm
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
Taming Algo ChaosStop Spamming
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
Taming Algo ChaosUnique Content
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
Taming Algo ChaosUser Generated Content
virante.com
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@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!
Taming Algo ChaosRelevant Content
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
Taming Algo ChaosLatent Dirichlet Allocation
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
DrinkingGamblingConvention CenterMoney Late Nights
PubCon Vegas VegasMarketing
Taming Algo ChaosAuthority Content
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
Taming Algo ChaosStop Spamming
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
Taming Algo ChaosBrand Matters
virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity
• Final Word
Taming Algo ChaosLet People Promote your Brand!
virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity
• 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.
Taming Algo ChaosDiversify Your Efforts
virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity
• 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
Taming Algo ChaosStrategies that Help each Other!
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!!)
Taming Algo ChaosStrategies that Help each Other!
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
Taming Algo ChaosTakeaways
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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
Taming Algo ChaosIf you can’t evolve!
virante.com
919-459-2834
@jakebohall
• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word
virante.com [email protected] 919-459-2834 @jakebohall
www.virante.orgwww.thegooglecache.com
www.ntopic.orgwww.pandarisk.comwww.removeem.com
www.outreachapp.comwww.penguinanalysis.com