On the 27th of June this year, a major SEO event took place in the beautiful Polish city of Poznan. Namely Search Marketing Day conference gathered some of the best speakers (SEO Heroes and SEO Alternatives) and many SEO and SEM experts. In this post we will show you detailed information regarding some of the SEO Heroes presentations.
The conference opening at the Heroes side was entrusted to Dan Petrovic and “Automating SEO While Staying WhiteHat”.
A great start with great presentation. Strategy and decision making was what Dan emphasized on. The touched topics were: the keyword research phase (sorting keywords and new potential keywords), On-Site analysis for large-scale architecture challenges (the usage of 80legs and Gephi), how to find spam links (Link Spam Detection, the original post by DEJANSEO) and competitive link analysis (link value and the likelihood of scoring the link). Some of the useful tools Dan shared with the audience were: bubbl.us, gephi.org, 80legs.com, graphviz.org, cytoscape.org, writemaps.com, smartdraw.com, astuteo.com/slickmap, nullpointer.co.uk/-/webtracer2.htm and home.snafu.de/tilman/xenulink.html6521. There were also a few topics that Petrovic alluded but gave detailed information on the following day at the PRO training. You can find out more about the PRO training topics and details in the second article we are going to publish.
The following presentation was the one of Ralph Tegtmeier labelled “How Cloaking 3.0 Dominates the Search Engines Like Gangbusters”.
Also known as Fantomaster, Ralph began with thorough explanation of what exactly stands behind Cloaking 3.0 (as most of you probably know cloaking = IP delivery). Tegtmeier clarified – “Cloaking is about as „dead“ as search engine optimization (SEO), as „dead“ as search marketing (SEM) or, for that matter, as „dead“ as Internet commerce”. He pinpointed the powerful sides of cloaking: Versatility (can be adjusted to any niche, market and location), Brute Force Optimisation (keyword-rich content, PR sculpting, integration of RSS feeds and others), Automation, Scalability, Invulnerability (using website clones to prevent the money site from penalties and deindexing), SERP Saturation (“Shadow Domains”). After that followed the explanation that cloaking was not for the ones who are looking to push their money sites’ ranking, enhance branding, improve business reputation, work in non-competitive space and think that reputation is more important than the ROI. According to Ralph there are 4 main things you should consider when going for cloaking:
· Spider database (detect search engine spiders by their IPs)
· Traffic switch (software checking the incoming traffic, sending spiders to cloaked pages and humans to proper landing pages)
· Site/page generator (off-site software to create the cloaked content)
· Off-site SEO (link building, dripfeed, social media buzz – like ordinary SEO but more aggressive and effective)
“A Case Study, how to get rank fast with a new Domain and Index 1 Million Pages!” was an interesting case study presented by Dominik Wojcik.
Dominik revealed how for 19 weeks he managed to index a million pages on a new domain. As a start to this million page quest Wojcik said he decided to skip the usage of open CMS (such as WordPress) and instead of that to write his own scripts.
Some of the tactics and tricks he shared with the audience were: of course, choosing a theme with a great design that shows the visitors it is not just some cheap website; the usage of subdomains and sub-subdomains with scrapped content; script that shows AdWords to only visitors coming from Google; free badges that people can use on their websites. Disabling the “BACK” button was also one of the tricks he pulled out of the bag – the point is that when fewer people return to Google from your website, it looks like they`ve found what they were searching for on your website. It is not hard to come to the conclusion that this makes you look more authoritative in the all-seeing eyes of Google. When it comes to backlinks he said, “getting backlinks wasn’t that hard” – 301 redirects from 120 expired powerful domains.
After the lunch break, the next to present was Josh Bachynski with “Defeat Panda: 3 Most Important Things to Check in GA for SEO & Panda”.
This was a detailed and thorough presentation that concerned Google penalties. One of the main ideas was “not properly diagnosing a Google penalty or Demotion is a CRITICAL mistake” as this leads to wrong treatment and you can hurt your rankings very easily. Josh wanted to be clear about the difference when it comes to Penalty (manual action is taken by Google’s Manual Web Spam team) and Demotion (action taken automatically by some of Google’s ranking algorithms). It could be interesting for you that the algorithmic demotion could not be removed by reconsideration requests as it is an algorithmic change. The best solution in that moment is to find the problem and fix it.
When it comes to diagnosing a ranking decrease, there are two things needed – Google Analytics and Moz Timeline. Moreover, Josh said that examining the traffic sources could tell us everything. The coordination between data such as traffic drops, the publishing of algo releases, website issues (server outage) or unnatural link notices can help us define the problem. Bachynski accentuated on the fact that many webmasters and business owners are acting hastily and disavowing all their links which leads to major ranking drops. April 24/2012, May 25/2012, October 5/2012 or May 23/2013 – those dates can indicate link-based problems (or around the dates when unnatural link notice is received – if any). As the quality algorithm update Panda looks for several things – website load speed, mobile usage, and high landing page bounce-to-SERP + low time on page.
When the last coffee break was over, first to present was Maik Metzen with “SEO strategies for Affiliates”.
Maik started his part of the conference with the common problems that affiliate websites face: Panda-related penalties (low-quality websites and that they lost rankings and visibility due to: duplicate content, spammy content, low on-site and on-page time, tons of ads) and Penguin-related penalties (causing decrease in rankings and visibility because of a bad backlink profile, cloaking and etc. Furthermore, affiliates should be extremely careful with the usage of cheap links and BlogSpot sites.
Metzen continued with advice for all affiliates – add more content and in particular more information keywords. The extra information helps for the ranking of more keywords (a good way to achieve that could be the usage of reviews and comparison). Another strategy is the one where affiliates should be presented as brands and focus on niches.
A fascinating topic from the first day was G+ vs. Facebook. As you probably know, a well-managed social campaign in those social networks can help you to boost your website rankings but the effect is temporary. It is certain that G+ shares are more valuable than Facebook shares when it comes to Google rankings. The prediction is that G+ is going to surpass Facebook’s authority in 2-3 years.
This post presents just a small part of the Search Marketing Day by MaxRoy. The event was a wonderful opportunity for the SEO and SEM specialists to meet the expert speakers and learn helpful methods and tricks. Of course we should not forget to mention the sponsors and to say a BIG thanks for the conference and for the party after the long day.
For more information about the speakers and agendas you can visit the official Search Marketing Day website.