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Offsite SEO 3/3 Rodney Cullen @rodcul h9p://www.slideshare.net/rodcul 12 de Febrero de 2015
Off-‐site SEO 3/3
Rodney Cullen @rodcul
h9p://www.slideshare.net/rodcul 12 de Febrero de 2015
“Here's the truth you have to wrestle with: the reason that art (wriJng, engaging, leading, all of it) is valuable is precisely why I can't tell you how to do it. If there were a map, there'd be no art, because art is the act of navigaJng without a map. Don't you hate that? I love that there's no map.” ― Seth Godin, Linchpin: Are You Indispensable?
h9p://mmd.rodcul.com/
www.marJnezestudio.com
• Aged design/template • Not really remarkable, high quality or unique • Self promoJon only
• StaJc design, all content on URLS • 4 click rule • Few 404 urls • robots.txt
– User-‐agent: * – Crawl-‐delay: 60 – Visit-‐Time: 0810-‐2200 UTC+1
• sitemap.xml (recently updated!)
h9p://www.marJnezestudio.com/diseno/adcv-‐2/ h9p://www.marJnezestudio.com/diseno/adcv-‐2/?pid=522 h9p://www.marJnezestudio.com/diseno/adcv-‐2/?pid=523 h9p://www.marJnezestudio.com/diseno/adcv-‐2/?pid=524 h9p://www.marJnezestudio.com/diseno/adcv-‐2/?pid=525 <link rel="canonical" href="h9p://www.marJnezestudio.com/diseno/adcv-‐2/" />
rodcul$ curl -‐IL mar.nezestudio.com HTTP/1.1 200 OK Date: Wed, 11 Feb 2015 15:43:19 GMT Server: Apache X-‐Pingback: h9p://www.marJnezestudio.com/xmlrpc.php Content-‐Type: text/html; charset=UTF-‐8 rodcul-‐mbp15:~ rodcul$ curl -‐IL www.mar.nezestudio.com HTTP/1.1 200 OK Date: Wed, 11 Feb 2015 15:43:24 GMT Server: Apache X-‐Pingback: h9p://www.marJnezestudio.com/xmlrpc.php Content-‐Type: text/html; charset=UTF-‐8
rodcul$ curl -‐IL mar.nezestudio.com HTTP/1.1 200 OK Date: Wed, 11 Feb 2015 15:43:19 GMT Server: Apache X-‐Pingback: h9p://www.marJnezestudio.com/xmlrpc.php Content-‐Type: text/html; charset=UTF-‐8 rodcul-‐mbp15:~ rodcul$ curl -‐IL www.mar.nezestudio.com HTTP/1.1 200 OK Date: Wed, 11 Feb 2015 15:43:24 GMT Server: Apache X-‐Pingback: h9p://www.marJnezestudio.com/xmlrpc.php Content-‐Type: text/html; charset=UTF-‐8
Off-‐page Factors (LINKS)
SEO Cheat Sheet: Anatomy of A URL
©2009 SEOmoz · www.seomoz.org · Read SEOmoz. Rank Better.
http://store.example.com/topics/subtopic/descriptive-product-name#top
1 ProtocolSubdomainDomainTop-Level DomainFolders / PathsPageNamed Anchor
2
1
3
4
5
6
7
2 3 4 5 5 6 7
http://www.example.com/index.php?product=1234&sort=price&print=11 2 3 4 5 6 7
1 ProtocolSubdomainDomainTop-Level DomainPage / File NameFile ExtensionCGI Parameters
2
3
4
5
6
7
7 7
Popular TLDs2
.com.net.org.edu.info
.biz.name
Popular ccTLDs*.cn.de.uk.nl
.eu.ru.ar
- China- Germany- United Kingdom- Netherlands- European Union- Russian Federation- Argentina
Popular Extensions.htm
.html.php.asp
.aspx.cfm.jsp
- Static HTML- Static HTML- PHP code- ASP code- ASP.NET- ColdFusion- Java Code
Keyword Priority1
Observed Google priorityof keyword placement:
- commercial- infrastructure- non-profit- schools- informational- small business- personal sites
SEO
-FR
IEN
DLY
UR
LO
LD D
YN
AM
IC U
RL
(1) Domain(2) Subdomain(3) Folder(4) Path/Page
1 SEOmoz correlational data (2009)
2 Verisign domain report (2009) * ccTLD = Country Code TLD
SEO Tips for URLs• Use subdomains carefully. They may be treated as separate entities, splitting domain authority.
• Separate path & page keywords with hyphens (”-”).
• Anchors may help engines understand page structure.
• Keyword effectiveness in URLs decreases as URL length and keyword position increases.1
2
1
Linkbuilding: Black Hat
Link schemes (by Google) 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 viola<on of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site. Buying or selling links that pass PageRank. This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a “free” product in exchange for them wriJng about it and including a link Excessive link exchanges ("Link to me and I'll link to you") or partner pages exclusively for the sake of cross-‐linking Large-‐scale arJcle markeJng or guest posJng campaigns with keyword-‐rich anchor text links Using automated programs or services to create links to your site Addi<onally, crea<ng links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a viola<on of our guidelines. Links with opJmized anchor text in arJcles or press releases distributed on other sites. Low-‐quality directory or bookmark site links. Keyword-‐rich, hidden or low-‐quality links embedded in widgets that are distributed across various sites. Widely distributed links in the footers or templates of various sites. Forum comments.
h9ps://www.google.com/webmasters/tools/paidlinks
NegaJve SEO
Linkbuilding: White Hat
h9p://moz.com/beginners-‐guide-‐to-‐link-‐building
• Blog comments that are not moderated • Press releases with opJmized anchor text • ArJcle directories • Guest post signatures • Advertorials • Embeddable widgets • Infographic embeds • User profile pages • Guestbooks • Forum signatures • Directories that are not moderated
Set Goals
Finding your assets
Examples of assets may be • Content • Data • Products • Services • People
What type of links you’ll need
• Links to your homepage • Links to "deep" pages (such as product or category
pages) • Links containing your brand / company name • Links containing the keywords you're targeJng
Finding link targets & Hooks
Some hooks that you can think about may be: • News • Funny • Controversial • Data visualisaJon • CompeJJon • Ego-‐bait • Long-‐form, detailed content
Techniques for finding link targets
• Find lists of bloggers • Find bloggers on Twi9er (Followerwonk) • Advanced search queries
Finding out more about the personas we're targeJng
• Finding contact details • PrioriJsing link targets • Domain metrics • Blogger influence • Likelihood of linking
Outreach
• You're contacJng a real person • How to craw your message • Tell them why they should care about you • Tell them what acJon you'd like them to
take • Show that you're genuine and not a
spammer
Following up
• An Excel spreadsheet • Specialist tools for outreach management • Boomerang • How to follow up
How long will it take for link building to improve a site's ranking?
• The compeJJveness of your industry as a whole
• How compeJJve your target keywords are
• The acJvity of your compeJtors, i.e., if they are acJvely building links, too
• The types of links you're building
• The history and strength of your domain
Content-‐based link building
• An infographic • A data visualizaJon • A white paper • A how-‐to guide • A video • An image gallery
Examples of content-‐based link building campaigns • h9p://www.swissotel.com/promo/eJque9e-‐map/ • h9p://www.concerthotels.com/100-‐years-‐of-‐rock • h9ps://mahifx.com/john-‐paulson/
Guest Blogging
Ego Bait
h9p://www.webdesigndev.com/roundups/30-‐most-‐influenJal-‐people-‐in-‐web-‐design
• Step 1: Concept and research targets • Step 2: Write content • Step 3: Outreach • Step 4: Follow up
Broken Link Building
Link reclamaJon
• 404s • Non-‐linking brand menJons
• Non-‐linking images
Backlink sources: Own & CompeJJon
Page & Domain link features • PR page — PageRank of the current page. • PR main — Main page PageRank. • Alexa Rank — Website rank according to Alexa.com. • Alexa Rank Local — Local website rank according to Alexa.com. • Alexa Sites Linking — Number of websites referring to this domain according to Alexa.com. • Bing Outgoing Links — Number of outgoing links from this domain according to Bing. • Backlinks Ahrefs — Website backlinks according to Ahrefs. • Language — Webpage language. • DMOZ — DMOZ lisJng status. • Backlinks MajesJcseo — Website backlinks according to MajesJcSEO. • Domain Merge — Is the domain merged. • Google Index — Number of the website pages indexed by Google. • Google Domain MenJons — Number of references or text domain menJons. • Site links — Website links found in the Google SERP. • IP — IP address of the server. • Link Stat — Internal/external links on the main page. • Subnet — Subnet number.
Page & Domain link features • Referring Domains — Number of domains referring to this page according to Ahrefs. • Referring Domains MajesJcSEO — Number of domains referring to this page according to MajesJcSEO. • Referring IP Addresses Ahrefs — Number of the referring IP addresses to this domain according to Ahrefs. • Links to this Page — External links referring to this page according to Ahrefs. • Text Backlinks — Number of text backlinks according to Ahrefs. • Server Country — Server country. • Server Region — Server region. • SEOmoz Domain Authority — Domain Authority according to SEOmoz. • Domain mozRank — Domain mozRank according to SEOmoz. • Domain mozTrust — Domain mozTrust according to SEOmoz. • SEOmoz Link Count — All links to this page according to SEOmoz. • SEOmoz Page Authority — Page Authority according to SEOmoz. • mozRank — Page mozRank according to SEOmoz. • mozTrust — Page mozTrust according to SEOmoz. • Diggs — Total number of Jmes this URL has been Digged.
Page & Domain link features • FB Comments — Number of FB comments at the current page. • FB Likes — Number of Jmes this URL and its FB comments were Liked. • FB Shares — Number of Jmes this URL was shared on a personal public Facebook page. • FB Total — Total number of FB Likes, FB Shares and FB comments for the current URL. • Google +1 — Total number of Jmes this URL has been +1ʹ′d. • LinkedIn — Total number of Jmes this URL has been shared in LinkedIn. • Pins — Total number of Jmes this URL has been Pinned. • StumbleUpon — Total number of Jmes this URL has been shared in StumbleUpon. • Twi9er — Total number of Tweets and re-‐Tweets of this URL. • Status Code — HTTP header status code. • Class C Subnets — Number of subnets class C referring to this domain according to Ahrefs. • URL — URL analysis. • Web.Arch Domain Age — Domain age according to Web.archive.org. • WhoIs Domain Age — Domain age according to Who.is.
Netpeak Checker
h9p://mmd.rodcul.com/
SEO Challenge • New domain or exisJng domain (only increase in SEO traffic
counts). • Most SEO traffic from today unJl the end of the Master (30
June 2015) as measured by Google AnalyJcs (screenshots) • h9p://groups.google.com/d/forum/seo-‐mmd
seo-‐[email protected] • Teams of 1-‐2 people • 50€ Amazon giw cerJficate to the winner! (minimum 3 teams
parJcipaJng)
