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All posts tagged SEO Optimization

August 13, 2018
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How to defend yourself against an ongoing negative SEO campaign

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Search Engine Optimization (SEO) ,

You know what negative SEO is (and isn’t). You know how to audit your site to determine if you’ve been hit. You know how to protect yourself to limit your exposure. Now it is time to discuss how to defend yourself against an ongoing negative SEO campaign.

Who is attacking you?

There are a variety of ways to unmask the people targeting you and your site with a negative SEO attack. Some depend on the type of attack you’re experiencing. No matter how they are coming at you, you will need to collect some information in order to shut them down.

Let’s look at common attack methods and see how we can turn the tables and use what they’re doing to us — against them.

Inbound links
Using your favorite link analysis tool, you will need to segment the links you expect to have (your old links) to the new ones you believe are coming from an attack. This step is very easy to oversimplify because link scoring varies significantly, depending on your philosophy of links, risk tolerance and which tool you use to score links. The end result of this step is a list of links you think are part of an attack.

Check to see if the links being used against you are related or follow similar footprints:

  • Are you seeing a lot of links from low-quality blogs, scraper sites, bookmarking sites, wikis or directories?
  • Did a large number of new inbound links pop up at the same time?
  • Are a lot of your new links coming from the same IP address or countries?
  • Are the new links using the same anchors over and over?

This massive influx of inbound links can be the work of an individual or group using spam software. Spam software tends to leave some telltale traces, such as a high number of links using the same anchors or a concentration of links from a single specific footprint. An example of this might be links inserted in footers like this: “Powered by phpBB © 2000.”
If you were to look at your backlinks in your favorite link analysis tool, you might not immediately notice specific patterns or certain types of links. Look for unusual patterns such as adult and pharma anchor text phrases in new links, or a high volume of links you cannot attribute to any of your marketing activities. These types of links may indicate a negative SEO attack implemented by someone using a spam tool, or possibly someone using a network of sites.

Read more: How to defend yourself against an ongoing negative SEO campaign

 

February 7, 2017
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Use What Google Gives You To Create A Successful SEO Content Strategy

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Search Engine Optimization (SEO) ,

I’m a nerd who loves analytics. I’m also stingy and hate paying monthly for SaaS marketing tools. Fortunately, Google provides all the tools I need to succeed as a marketer without paying a dime or signing up for a free trial.

Below, I share how you can take what Google gives you to create a search engine optimization content strategy and market your business through content on your website.

Google Autocomplete Feature

Nothing gets our creative SEO content strategy juices flowing like Google autocomplete. This tool uses search predictions to suggest what other people are searching for based on the terms you are typing. In other words, it’s a search marketer’s dream. Begin by going to Google.com and typing out the main keywords associated with your product or service. Immediately you should begin seeing the top search predictions based on what other people are searching for.

For example, let’s take “dog food.” Autocomplete will suggest five search queries that are your starting point for an SEO content strategy. Examples: Dog food container. Dog food brands. Dog food coupons.

Take Google autocomplete one step further by typing in every letter of the alphabet after your main keywords. “Dog food a” produces queries like “dog food allergies” and “dog food analysis.” “Dog food b” produces suggestions like “dog food bowl” and “dog food brands.” Make a long list of all the autocomplete suggestions that make sense for your product or service. Spin these keywords into content ideas like “Five Tasty Dog Food Brands That Puppies Love.” Then, get to creating the content.

This search prediction tool uncovers long-tail keywords in an efficient and creative way. It’s a wonderful method to kick off any SEO content creation strategy.
Read more: Use What Google Gives You To Create A Successful SEO Content Strategy

 

January 10, 2016
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5 crucial steps to win at SEO

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Search Engine Optimization (SEO) , ,

It’s impossible to overstate the importance of search engine optimization when it comes to online marketing. Google is many things, but it’s the company’s advertising business that pays for all of those moonshots. The fact remains that Google is the world’s largest advertising company, and if you’re looking to score high on its search engine results page (SERP), it’s worth listening to what Dan Clarke, founder and CEO of search agency Disruptient, has to say, noting that these 5 main principles are the guiding light behind all of TWP’s strategies.

  • Content is King
  • Quick Access
  • Unique url per content segment
  • External links are valuable
  • Do not try to fool Google

Dan was in Jakarta for the recently concluded Tech In Asia Jakarta 2015 conference, and shared advice, stories, and insights into how best to tackle SEO. Speaking to a packed room at the Marketing Stage, Dan summarized his entire advice with one golden rule: build websites for people, not for search engines.

“If you keep this rule at the forefront of your process, it automatically fulfills most of Google’s requirements for delivering quality results on their platform.” explains Dan. “Ranking first is not the sole factor, it’s about looking good as well. Google is now an ‘answers engine’ rather than a search engine.”

Read more: 5 crucial steps to win at SEO

June 4, 2015
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SEO Optimization: How to Avoid Nasty SEO Creep After 10 Years of Optimization

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Search Engine Optimization (SEO) , ,

SEO is often like website development. In Development, as years pass, you keep adding pages, features, and content. It all works, but you find that it starts to get a bit bloated and disorganized. Every few years, it’s a good idea to take all the improvements you’ve tacked on and rebuild them into the core of a new site.

In SEO optimization, the same thing happens. We find pages to optimize for certain keywords, add other optimized content, and so on. Over time, we find we made the best keyword/page decisions at the time, but those decisions may no longer make sense today. New content was created that is a much better topical fit for certain keywords and pages that were optimized for relevant keywords are no longer relevant pages.

SEO creep happens. But, there are things you can do to minimize it so that the dreaded site rebuild doesn’t have to happen more than once every few years . . . which is just about time when a site re-design is due anyway.

Read more: SEO Optimization: How to Avoid Nasty SEO Creep After 10 Years of Optimization 

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