Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to these questions as well as solutions for long-term SEO success from this session at Pubcon Vegas 2013.

1. Algo Chaos
WTF just happened?
VIRANTE WEB MARKETING
@JakeBohall

2. About the Presenter
Jake Bohall is the VP of Marketing for Virante,
where he has worked since 2008. He has cofounded several start-ups, sits on the board of an
educational non-profit, and assists entrepreneurs
in implementing their start-up ideas.
Jake's expertise lies in identifying opportunities for
business growth and determining appropriate
search engine marketing strategies to fit a
company’s objectives.
www.Virante.org
@JakeBohall

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Major Algorithm Updates
Data Source: http://www.seomoz.org/google-algorithm-change
VIRANTE WEB MARKETING
@JakeBohall

4. … Algo Updates
Image Credit: www.2varanasi.com
www.Virante.org
@JakeBohall

5. cha·os noun
complete disorder and confusion.
cha·os the·o·ry noun
the 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.
VIRANTE WEB MARKETING
@JakeBohall

6. … Negative SEO
Image Credit: www.omarkattan.com
www.Virante.org
@JakeBohall

7. Inconsistency with Guidelines
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.
VIRANTE WEB MARKETING
@JakeBohall

8. Image Credit: somewhere on blogspot… they probably stole it
www.Virante.org
@JakeBohall

9. Be Smarter … EVOLVE!
Image Credit: www.steve-dale.net/
www.Virante.org
@JakeBohall

10. The common principal:
Better Content && Better Links
Relevance
VIRANTE WEB MARKETING
@JakeBohall
Authority

11. Image Credit: www.mybloggerlab.com
www.Virante.org
@JakeBohall

12. Stop doing spammy stuff…
Quality CONTENT matters!
UNIQUE - Implement rich snippets, microdata and UGC
RELEVANT- Topical relevancy
AUTHORITY - Google+ is real
www.Virante.org
@JakeBohall

13. Unique Content…
Rich snippets and microdata
Better user experience, increased click through rates
Image Credit: www.highervisibility.com
www.Virante.org
@JakeBohall

14. Unique Content…
User generated content
Your content should prove your users are engaged!
Make your audience sneezers, marketing your
product/content for you….
Hello social media!
www.Virante.org
@JakeBohall

15. Relevant Content…
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
www.Virante.org
@JakeBohall

16. What is LDA?
PubCon Vegas
Marketing
SEO
SEM
Networking
Analytics
Affiliates
www.Virante.org
@JakeBohall
Vegas
Drinking
Gambling
Convention
Center
Money
Late Nights

17. Authority Content…
New Trends: Google + is real
“It’s really the unification of all of Google’s services, with a
common social layer.”
Head of Google+, Vic Gundotra
Author Rank and Brand Rank are Driven by Content!
www.Virante.org
@JakeBohall

18. Authority Content…
New Trends: Google + is real
To Do:
Create an account - google.com/+/business/
Implement rel=author and rel=publisher to attribute your
knowledge graph to your profile and brand pages.
Do #RCS - “Real Company Shit”
www.Virante.org
@JakeBohall
-- Wil Reynolds

19. Stop doing spammy stuff…
Quality LINKS matter!
BRAND - Engagement with company, citations
PEOPLE - Social Media, inspire conversation
DIVERSITY - Diversity in anchor text, strategies, etc.
www.Virante.org
@JakeBohall

20. Better Links…
www.Virante.org
@JakeBohall

21. Better Links…
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.
www.Virante.org
@JakeBohall

22. Better Content && Better Links
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!!)
www.Virante.org
@JakeBohall

23. Better Content && Better Links
“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.seomoz.org/blog/the-broken-link-building-bible
(http://tinyurl.com/blblinking)
www.Virante.org
@JakeBohall

24. Takeaways…
… 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
- Watch your anchor text diversity
www.Virante.org
@JakeBohall

25. If you can’t evolve…
www.Virante.org
@JakeBohall

26. Virante, Inc.
http://www.virante.org
1-800-650-0820
@virante
Jake Bohall
jbohall@virante.com
919-459-2834
@jakebohall
http://www.virante.org/blog/
http://www.thegooglecache.com/
http://www.ntopic.org/
http://www.removeem.com
http://www.penguinanalysis.com
www.Virante.org
@JakeBohall