sem trends 2013 - seo / search marketing strategies 2013 and beyond

@JasonAcidre @GrantMerriel

Penalties Everywhere


• What is a ban?

• What is a penalty?

A ban results in complete and total removal

of your entire site from the Google index.

A penalty causes your pages to drop in

rankings.


• What causes penalties?

Website’s Activities

Website’s Neighbours

Website’s Traffic Sources


CASE STUDY

http://www.interflora.co.uk/



CASE STUDY


Feb 14, 2013



CASE STUDY

http://www.linkresearchtools.com/case-

studies/interflora-penalty/

http://www.linkresearchtools.com/case-studies/interflora-penalty/






CASE STUDY

http://martinmacdonald.net/interflora-seo-penalty/







CASE STUDY


CASE STUDY

In 2012 it was revealed that iAcquire was buying

linksfor clients, including Dunn & Bradstreet Credibility

Corporation.

Noted SEO Josh Davis outed them in Twitter and

Search Engine Land.

iAcquire and DBCC were both delisted by Google in

May and returned in July.


What are Penalty Triggers

that you should avoid?

Unnatural Link Schemes — Links to/from unrelated or

“unnatural” domains.

Anchor Text Repetition - many identical anchor texts to

the same page

Aggressive Link Building - don't build in new links too

fast

[ ]




Automated Queries - frequent searches with

computer-based tools.

Over-Optimization – slow, steady and persistence

Buying Links – Buying or selling high PR links that

pass PageRank.

[ ]




Mini-nets (Link Wheels) - closely linked sites on

shared IP addresses or Web 2.0 sites

Poor or Spun Content – Duplicate, thin or “spun”

content will hurt you!

Automated Redirects - Meta and JavaScript redirects

are a no-no.

[ ]


What are Penalty Symptoms?

Sudden Drop of Traffic for a Week

You Lost you Ranking Keywords

The Changes Coincide with the date of Algo change

[ ]


What are Penalty Symptoms? [ ]


Quick Diagnosis [ ] Not Banned!


Quick Diagnosis [ ] A Penalty

If you search for your domain

and you’re not #1 then there’s a

possibility of being penalized.


Kinds of Penalties [ ] Google “EMD Update” –Exact

Match Domain SLAP!

Symptom: -950

Date: 9/28/2012

Behaviour: Scheduled Refresh

Fight Back: Build Quality Website

& Content


Kinds of Penalties [ ] Google “Pirate Update”– Website

Receiving DMCA Reports Symptom: -50

Behaviour: Manual penalty

Fight Back: Original Content,

Attribute your images and videos


Kinds of Penalties [ ] Google “Penguin Over Optimization”– spun content, low quality content, questionable linking practices,

keyword stuffing, excessive page optimization, cross domain linking

Symptom: -50

Behaviour: Filter

Fight Back: Richer content, high social

signals, dwell time, low bounce rate


Kinds of Penalties [ ] Google “Over Optimization”– spun

content, low quality content, questionable linking practices,

keyword stuffing, excessive page optimization, cross domain

linking

Fight back: Remove spam content Clean up your site overall user experience

Practice Link Pruning and monthly maintenance

You have to wait for the next refresh


Kinds of Penalties [ ] Google “Panda Penalty”– scrapers,

duplicate content, content farms, weak and unoriginal

content, rewritten content

Symptom: #1 down to 3, 3 down

to 5, 10 down to 50


Kinds of Penalties [ ] Google “Panda Penalty”– scrapers,

duplicate content, content farms, weak and unoriginal

content, rewritten content

Fight back: Original and rich content,

social shares, G+ Authorship, linking

out to quality content that supports

your content

Good user experience

High dwell time

More browsing

Downloaded if a file

Your Page

Link out to Quality page

Receives high quality score

Will also receive

high score


How To determine what hit you? [ ] PanguinTool.com

http://www.panguintool.com/


Quality Content is King Again [ ]


Quality Content is King Again [ ] User Generated Content(UGC) testimonials, reviews, ratings, and social media

signals (FB likes, G+1s, tweets, etc.)


Check your site metrics:

Page load times – 3 seconds

Bounce rates

Average page visit

Conversion


It affects user experience


Kinds of Penalties [ ] Google “BLOOP”– Backlink Over

Optimization Penalty

Symptoms: -20 or -7 to -40 drops in

rankings


Kinds of Penalties [ ] Google “BLOOP”– Backlink Over

Optimization Penalty

Excessive reciprocal links

Triggers:

Excessive directory links Excessive non-related links


Kinds of Penalties [ ] Google “Stagnant Content

Penalty”– Backlink Over Optimization Penalty

Symptom: From #1-3 to #6

Fight Back: Keep your content fresh


Kinds of Penalties [ ] Google “-50 Penalty”– Paid Links Penalty

Symptom: -50

Fight Back: Do not buy links. If you

do, put rel=“nofollow” tag


Kinds of Penalties [ ] Google “-30 Suppression

Penalty”– Affiliate penalties

Symptom: -30 drops in rankings

Adsense Heavy, affiliate ads heavy, thin

content, comment spamming


Kinds of Penalties [ ] Google “-30 Suppression

Penalty”– Affiliate penalties

• Lesser blog comment activity

Fight Back:

• Blend ads and Adsense in content and

emphasize on content

• Rich content

All these has to happen to

happen to fight spam

You need stable business

There’s more!?

There’s more fun!

Boring to Fun!

Repetitive to Creative

Competition to Contribution

You know what we did?

We spammed the forums

We spammed the Directories

We spammed Blog Commenting

Are we going to kill Social Media too?

@BenjArriola “There’s a lot of re-education that needs to be done”

Moz.com

http://www.moz.com/

The Trio

Content

Technology Fame

Some PR

Some CMO

Some Content

Strategist

Full Stack Marketer

Will Critchlow

http://www.distilled.net/about/people/will-critchlow/

http://www.distilled.net/about/people/will-critchlow/

Internal Technology

External Technology

Product Technology

Web

analytics

Business

intelligence

CRM

Digital asset

management Competitive intelligence

Campaign

management

Marketing dashboards

Social media

monitoring

SEO analysis /

auditing Email marketing

Mobile

marketing

Web site

Interactive

ads

Landing pages

Behavioral

targeting

Linked data

Search ads

Location

RFID

Social

features

User-generated

content

User communities

Internet of things

Digital products

Augmented reality

CORE WEBSITE

WEB TESTING & OPTIMIZATION

SOCIAL MEDIA ANALYTICS

MARKETING

AUTOMATION

EMAIL MARKETING

CRM

SALES

AUTOMATION

CUSTOM

DATABASES

BUSINESS INTELLIGENCE

E-COMMERCE LOYALTY MANAGEMENT

CUSTOM WEB

APPS

WIDGETS/PLUG-

INS

MOBILE APPS

SEO TOOLS

SOCIAL MEDIA MARKETING

MANAGEMENT

VIRTUAL EVENTS

AGILE/PROJECT MANAGEMENT

CUSTOMER ANALYTICS

VIDEO AD

MANAGEMENT

SEARCH AD MANAGEMENT

SOCIAL MEDIA AD MANAGEMENT

DISPLAY AD

MANAGEMENT

VIDEO

CONTENT

MOBILE MARKETING

MARKETING RESOURCE

MANAGEMENT

CREATIVE TOOLS

COMMUNITI

ES

LANDING

PAGES &

MICROSITES

BLOGS

APIs

GAMING/FACEBOOK

APPS

MULTI-CHANNEL MARKETNG

MANAGEMENT

CALL TRACKING

PERSONALIZATIO

N

INTEGRATED SUITES & ENTERPRISE MARKETING

MANAGEMENT

WEB ANALYTICS

EVENT

MANAGEMENT

TARGETING

DIGITAL ASSET

MANAGEMENT

CREATIVE

OPTIMIZATIO

N

External Promotion Customer

Experience

Marketing Management

Consumers’ behaviour

evolves

Customer

Support Social Media

This is obviously what Fly

Philippine Airlines has.

Customer

Support Social Media

Social Media is not just a tool to shut

people up but also a great tool to help

tweak and improve your business.

Customers doesn’t become your

loyalists just because of your

discount promotions but because of

great customer support.

Analytics

SEO

Landing Page

Optimization

Email Marketing

User Experience PR

Content

Marketing

We optimize mainly

for

visitor’s thought sequences

to

influence buying decisions

Any Questions?

@markacsay