Search Engine Optimization

Webdirexion SEOWhat is new school SEO all about?  Answer:  Old school.  Quality content is the game, and while we write about new tactics, software tools, and strategies, it all comes back to where smart marketers start in the first place:  content.

Every company that has a website wants it to rank higher in Google searches. While SEO tactics evolve in line with Google’s latest requirements, the desired results stay the same gather more qualified visitors via a smart combination of SEO + Social Media Tactics + Content Marketing. The Webdirexion team writes here about tips, tactics and techniques for the new SEO which we use in our Smart SEO Campaigns.

SEO, Content Strategy & The Ranking Brain

Welcome to the twilight zone.  An Artificial Intelligence (AI) is in charge of search returns now, when you use Google. You can’t control what it does.  What does this mean for content marketers?

Google SEO and Artificial Intelligence

Ready to meet an Artificial Intelligence? You already have — every time you do a Google Search you are working with one.

Google calls it’s AI, “RankBrain”, and while only an infant, it already thinks for itself.  That’s called “machine learning.  According to a recent SearchEngineLand.com (SEL) article, “Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.”

According to wikipedia, “RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users.[1] In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.” (more…)

SEO Without CRO is a Plane Without an Engine

Are you practicing SEO... without the "engines" of CRO?

Are you practicing SEO… without the “engines” of CRO?

What is it that you want to achieve with your company website? Is the end goal the sheer glory of seeing your web appear high in the search engine pages for random keyword phrases? Or perhaps the c-suite execs push for numbers – the more people that arrive at the site each month, the better?

Of course not.

Search engine rankings and number of visitors are meaningless unless they convert into leads or clients. Even if the only goal of the website is to provide information,  it is still desirable that the visitors that land on the site have an interest in the topic and their path through the site to find the information they seek should be productive.

The point of the website is  to have visitors interact with it in one or more of  any number of pre-determined conversion goals. SEO gets the visitors to the site but CRO gets them to interact with it and hit those conversion goals. (more…)

Why You Must Review Your Site’s Link Profile

Avoid the backlink beartrap

Avoid the backlink beartrap – clean up your link profile.

Way back in the mists of internet time, Google noticed that sites which performed a useful service tended to attract natural links. Web-owners chose to link out to sites which complemented their own or served their own web visitors in some way. For example, a site selling holiday accommodation might link out to local restaurants, tours or transport information.

This system worked well for both those searching for information and for the website owners themselves. By going to the effort of seeking out quality websites to link to, the website owners created a source of information to which visitors would return. The sites which made a point of providing quality information naturally attracted links from related sites.

Unfortunately, while this system worked well for all involved, once it came to Google’s attention they decided that organic links could be used as a method of judging a site’s quality. Although Google is notoriously close-mouthed when it comes to their ranking algorithm, it soon become clear that the number of links pointing to a site was significant. Cue linkbuilding frenzy.

Discredited Linkbuilding Tactics

Bad Link Building

Just say no.

Services sprang up right, left and center promising to drum up hundreds of links within days. Schemes and scams abounded.  They still do. Look at the image to the left which was cut and pasted from a service in the wild. Wow. 56,999 backlinks for $5. It sounds too good to be true. Doh.

  • Blog Commenting
  • Link Wheels
  • Blog Network
  • Guest Blogging
  • Article Directory Spam
  • Site wide Links
  • Widget Links
  • Poor Quality Directory Spam

The Intent Behind a Link

While some of the techniques used were spammy and intended to game Google from the outset (hello, Link Wheels!), others like blog commenting and guest blogging only become spammy when you consider the intent. It is fairly obvious that a comment on a mommy blogger site from a user calling himself – and linking to – Hot Asian Chicks is likely to be a spammer. However, a commenter on the same site giving tips on baking the perfect pie is likely to be the real deal.  In the end, both Google (and smart, honest marketers) want to be about authentic links — you know, from people who really think your site content IS worth a link.

 Google Slams the Brakes On

In April 2012, Google launched an update, initially known as the Webspam Algorithm but soon given the name Penguin. Like the Panda Update which came before, this newcomer had teeth.  Here is how Penguin is described by Chris Meier in the excellent Positionly blog:

A little more than a year after first introducing the Panda update, Google introduced Penguin – a webspam algorithm update. Panda specifically targeted sites and pages with low quality content, while Penguin was designed to target pages that were boosting their rankings by spamming Google. Popular techniques included: Keyword stuffing, Link schemes, Cloaking, Sly redirects, Doorway pages, and Intentional duplicate content.”

Backlink BearTraps

Google is always on the lookout for ways that their search engine might be being gamed by those trying to get low quality, irrelevant sites to appear higher in the SERPS than they deserve. This constant tightening of loopholes means that what was a legitimate SEO tactic a couple of years ago is now verboten. It may be that the first the web owner knows about a poor quality link profile is when he receives the following scary email from Google:

Unnatural inbound links

Google has detected a pattern of artificial or unnatural links pointing to your site. Buying links or participating in link schemes in order to manipulate PageRank are violations of Google’s Webmaster Guidelines.

As a result, Google has applied a manual spam action to globaldatavault.com/. There may be other actions on your site or parts of your site.

Recommended action:  

  • Use the Links to Your Site feature in Webmaster Tools to download a list of links to your site.
  • Ensure that unnatural links pointing to your site are removed.
  • When these changes are made, and you are satisfied that links to your site follow Google’s Webmaster Guidelines, submit a reconsideration request. If you’re unable to remove links pointing to your site, please provide as much detail as possible in your reconsideration request.
  • For an updated list of manual actions currently applied to your site, visit the Manual Actions page. If no manual actions are listed, there is no longer a need to file a reconsideration request.
  • If we determine your site is no longer in violation of our guidelines, we’ll revoke the manual action.

An Ounce of Prevention

There is no question that inbound links are still an important ranking factor. Here is what Searchmetrics say about them in the introduction to their excellent 2014 Ranking Factors Study:

Backlinks: The quantity and quality of backlinks remains crucial as there are many new features introduced this year that have been revised to improve the quality of the results.

What has changed is the very strong emphasis on the quality of the link. Is it coming from a reputable site? Is it coming from a relevant page? Is the site the link is coming from seasoned and cited often on the topic of the post it is linking to?

Going forward your link building energy will have be targeted on building high quality connections however before that perhaps you need to take a trip back in time and see what beartraps have been left in your path through outdated linking tactics or downright spammy techniques.

Stay tuned for the next post to find out how to take a long hard look at your current link profile and clean it up preparatory to embarking on a quality link building campaign.

 Read more in : Sticking a Fork in Link Schemes: Penguin, Guest Posts and the Impact on Link Building

What is SEO and Why Isn’t It Dead Yet?

Is SEO dead

Spammy Engine Optimization is SEO is deader than a dodo but Search Engine Optimization is very much alive and well.

In the last two years there have been countless articles published on internet marketing websites and online publications declaring that ‘SEO is dead’.  In fact, if you were to do a filtered search on Google for webpages that contained the SEO is Dead term published in the last month alone, you would find hundreds from which to choose. So, is it true?

Is SEO dead?

Well yes and no. Scammer SEO is dead. The kind that relied on creating false profiles and blasting thousands of links to spammy link directories. The kind that involved  ‘spinning’ the same piece of content multiple times and plastering the resulting gibberish all over the web. That kind of  seo worked for a while to get dubious sites ranked well  for terms that they really did not deserve (more…)

Matt Cutts Advises on the Most Common SEO Errors

Is your SEO not on a solid foundation?

A lot of websites are still leaning away from quality SEO campaigns — something they really need to get straight from the foundation up as Google continues to roll out more Panda and Penguin updates.

As a busy MarCom executive, you’re aware of the need to pour energy into the creation and distribution of quality  content (if not, you’re behind the eight ball). You’re also working your social marketing strategy and looking for new ways to bring corporate messages to your audience. All well and good. But is it possible that you are attempting to build a high tower on shaky foundations?

You can throw all the advanced internet marketing tactics at your site that you like, but if you do not take care of your basic on-site seo then your success will be as fleeting as melting snow. You still need to get your site spidered and indexed in order for articles to be indexed and appear in search engines for related organic terms.

“The point of the Panda was not to penalise sites for all links but for poor linking practises. Google’s contention all along was that a good quality site with rich content will accumulate links naturally.”

So who better to ask for advice on basic seo mistakes than Google’s own (more…)

Google+ Local – Going Local Down in Acapulco

Search returns just aren’t what they used to be.  In fact, in some situations (explained here) it’s next to impossible to even get your site listed on the first page of search returns anymore.  Here are some observations on Google’s current tactics, what it means to your business, and what you can do about it. 

If you haven’t noticed the proliferation of Google + Local in the search results well then, you haven’t been paying attention. With apologies to anyone who doesn’t appreciate having a Phil Collins ear worm for the rest of the day let’s dig into this a bit deeper by Going Local Down in Acapulco.

A fairly obvious one to start with (more…)