a field guide to seo - google penalty recovery and avoidance
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SEO Field Guide
Avoiding and Recovering from Penalties
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
SEO Field GuideWho Am I?
Vice President of Marketing at Angular (formally 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
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
http://www.amazon.com/John-Light-Lab-Taming-Penguins/dp/B006MJNNOS
SEO Field GuideVolatility
http://Angular.Marketing [email protected] 919-459-2834 @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.
Sensitivity to initial conditionsSite structureSearch queriesPage authority
Topological MixingContentSocial SignalsInbound Links
SEO Field GuideVolatility
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SEO Field GuideCrisis Situations
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Crisis Situations
Traffic Drops Rankings Drops
Penalties Algorithm Changes
Negative SEO Growth Caps
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
SEO Field GuidePre-Crisis
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Vulnerabilities & Potential Outcomes
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SEO Field GuideExample: Link Development Strategy
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Vulnerabilities: Action:Filters Review linksManual Actions DisavowCompetitor Reporting RemovalsOver-Optimization Recon
Potential Crisis: Resources:Loss of rankings SEO Manager (Joe)Loss of traffic Outreach TeamDomain damaged Tools/Data
SEO Field GuideExample: Organic Traffic Drop
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Potential Causes: Notify:Site Changes Marketing DirectorCompetitor Growth Dev TeamPenalty/Filter Management TeamAlgo Update Analytics Team
Impact: Needed:Revenue Discovery BudgetChannel Value
SEO Field GuideDuring Crisis
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Evaluate Damage & Update
SEO Field GuidePost Crisis
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Track and Report Progress
Those who witness the crisis are always affected
SEO Field Guide4 Key Principals
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Mass changes result in two (2) types of impact:
Individual & “Community”
SEO Field Guide4 Key Principals
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Assistance and Services must be uniquely tailored
to those served
Competence is essential
SEO Field Guide4 Key Principals
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
While knee-jerk reactions are normal responses, a significant minority
experience long-term psychological difficulties
SEO Field Guide4 Key Principals
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Each Page is Unique with Significant Purpose
SEO Field GuidePrevention – Content Issues
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Answer the questions: “Why does this page exist?”
“Why does it deserve to rank?”
Good Linkbuildingis indistinguishable from
Good Marketing
SEO Field GuidePrevention – Link Issues
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
DON’T BE OBVIOUS
SEO Field Guide
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Expect that you have to earn
(deserve) rankings