In the life of any SEO or a studio there were those clients who had a negative experience with the previous contractor.This could be due to the negligence of the latter, and with a change in the ranking algorithms of search engines.Presenting your attention the case of Professional SEO, our Australian colleagues. In it you will find information on how to rectify the consequences of wrongly chosen strategy, how to build referential mass at the site and be content plan in the long term.
Professional SEO Companies happened almost a year working on a project of major Australian startup. Initially, the client has come to the typical tasks of link building and search engine promotion. Previously, he worked with the SEO-company, which had an extensive network of reference and used inappropriate tactics and methods. Under the incorrect use of tactics meant link sites of dubious quality, created exclusively for references . As a result of unprofessional work of the contractor company was losing a considerable profit. Before Professional SEO experts has been tasked to develop a strategy for the revival of the client’s site.
Below you can see screenshots of traffic growth for a resource. The client received 40,000 monthly unique visitors from organic SERPs. But how? Here are the steps that have been taken Professional SEO agency to achieve this result.The information is presented in a general way, so that each reader can adapt their situation under this case.
The graph shows the comparison of performance in January 2012 to January 2013 based on organic traffic; It is an example of growth that can be obtained by getting rid of ineffective SEO-tactics and strategy for introducing high-quality link building and content creation.
Step one: search and analysis of the links
So, you understand that you have a problem. You have received a warning in Google Webmaster Tools, or a team to combat spam network Hand imposed sanctions, and you now know exactly what the previous agency used outdated and incorrect methods for link building. As in this case, to find a low-quality links?
You can use the following tools:
- Majestic SEO (surcharge tool);
- Ahrefs (surcharge tool);
- Open Site Explorer (surcharge tool);
- Google Webmaster Tools (a free tool).
In the described case: the agency used a combination of Majestic SEO data from the “Tools for Webmasters” in .csv format for further analysis of links from this file.
Step Two: We separate the bad from the good links
So swapping out its reference profile in the .csv, get an extensive list of all the domains associated with the site. If you are doing SEO for a long time, you will see from the analysis, which links are poor in terms of top-level domain zone and URL-addresses. If you are not confident in their abilities, it is best to seek the advice of an experienced SEO-experts, because the wrong interpretation of data from these tools can easily cause damage to the site. The problem with filtering bad donors is that in the eyes, and sometimes having all possible characteristics of the donor, it is very difficult to determine their quality. Accordingly, instead of “unnatural” link, you can easily remove the high-quality and thus cause even greater harm to the site.
In the described case: Agents use their own experience and lessons learned to determine the low-quality reference donors. Experts also caught up with the previous contractor and achieved the removal of references 2000, previously established.
Step three: Clean the reference profile
Refer to the site owners and ask them to remove the link to your resource. Most webmasters are likely to go to meet you and will remove the links from their sites. However, in today’s market, some of them want to make money, which is very unpleasant. But do not worry: in this case Google has created a service disavowing links.
We recommend that you try all possible ways to remove low-quality links before you go directly to the instrument Disavow links. Because otherwise, if you go along the path of least resistance, and begin at once to give up all the links through Disavow links, it will not have the Google matter, because you made no effort to find and remove bad links themselves.
In the described case: Agency lucky: they have removed most of the reference weight after a campaign that led the previous contractor, directly referring to many webmasters with a request to remove the links. Note tool disavowing the agency did not use, since at that time he still did not exist.
Step Four: Writing on Google a request for the revision of the site
Currently, Google is full of requests for revision of webmasters from around the world. During holidays, the search quality team is not considering these requests. From Professional SEO experience: Google may take about 15-30 days to answer the request for a review; during periods of high load it can take even longer.
Ideally – you need to be completely honest in his request for review and to tell Google about all that made the previous agency and what you have done. Be sure to include all of the information from Excel on remote references and let them know that you are going to continue to get rid of all the negative aspects. It is well known that Google is unable to accept your first request for a review, so it may take a few attempts.
In the described case: experts sent a comprehensive request for review, the first time he was rejected, but the second attempt succeeded. Emphasize the fact that you are going to remove all substandard links if possible.
Step Five: Implementation of strategies for creating high-quality content
So, the Google received a request for review, you can now move on and create a strategy to expand its high-quality reference content and weight. At the same time we must be prepared to ensure that quality links are expensive, so we advise in advance determine the criteria for selection of donors. In fact, you have to decide on the filters, which you will select the site for placement of links.
As you probably know, the network is full of examples of marketing creating good content, but the problem is that most of these are examples of large companies. Small and medium businesses can not spend so much money, so it is best in the next step to create a “calendar content,” the client to know when and how much money is required to allocate the writing and subsequent publication. Identify all the events associated with the placement of content within a year, and think about how you can connect them with the customer’s business. As an example, here are seven ideas to get you started:
- The content dedicated to Valentine’s Day.
- The content dedicated to Easter.
- The content dedicated to Mother’s Day.
- The content dedicated to the celebration of Halloween.
- The content dedicated to the International Day of the pirate.
- Christmas content.
- Any important anniversary of the company, for example, 20 years in the business.
Think about the strategy of growth of content can use the client you selected, and make a plan in the Excel-file (an example is shown below):
We advise to involve in this process all, even a secretary. In business, good ideas for content can come from anywhere and anyone. Creative agencies charge thousands of dollars for a “brainstorming”, but a similar effect can be obtained free of charge together with his team.
In the described case: agency experts have published a large amount of new content to the blog and news section of the site, trying to make the material creative and fun. Because the client belonged to the sphere of HR ( Note: The scope of recruitment ), it was used articles in the style of “funny questions in the interview,” “technical questions in the interview,” etc. It is surprising that one of the articles even came on the first page of reddit. ( Note: the popular western site reddit.com ) publish content related to different holidays, placed customer-specific materials industry and the leading trends in the market.
Step Six: Implementation of strategies for building high-quality reference weight
Tie a link building strategy with your marketing strategy to build content. Methods of link building have changed dramatically over the past few years. Gone are the days when you leave links on forums and social bookmarking. In today’s market, if you want to be in front, you need a responsible approach to the creation of the reference mass. Here are some relevant ideas to generate a reference profile:
- Make sure that the appropriate links are always included in the PR-materials that you publish.
- Make sure that you are looking for suppliers and partners of the business, with whom you can exchange links.
- Keep track of your competitors: if they use tools like Open Site Explorer, Majestic SEO, and other services listed above. Think about how your competitors are getting links and try to learn from their experience.
- Attend local events or meetings and communicate with bloggers from your industry. First find friends and associates, and then try to get guest posts on their sites or blogs.
- Look for high-quality resources and portals on your theme, where you can get good links and traffic. Refer to the resources and directories, which are asked to go through a verification process, such as checking the phone, rather than to those that let you add a site in a matter of seconds. What is harder to get a link to a resource, the higher its quality for the search engine.
- Buy high-quality links to news and announcements, while attentive to the sites selected through.
In the described case: specialists used a small number of links is very high quality each month. For example, monthly placed only 40 references in addition to the work that was carried out in the field of content marketing. Also a lot invested in the inverse tracking competitors’ link profiles using Majestic SEO and Open Site Explorer. They figure out how to get specific competitors backlinks, and then by expanding the scope and content creation were able to get the same.
Step Seven: Implementation Schema.org markup and rel = “author”
Schema.org – a standard semantic markup data network, announced the Google search engine, Bing, and Yahoo! in the summer of 2011. The goal of semantic markup -. To make the Internet more intuitive and structured to facilitate the search engines and special programs extraction and processing of information for easy submission to its search results.
= the rel “author” – is the author meta tag HTML5 with reference to the personal profile of the author of the content. This feature enables users to easily find the articles favorite authors and writers – highlight your text in the search results. Next to the result can be shown a photo of the author, and a link to his personal page Google+.
Schema.org and rel = “author” – a very important point. If you do not mark Schema and rel = “author”, it can be costly to your business. It’s simple. For example, you want to cook spaghetti for dinner, enter the query [recipe spaghetti] and see several good layouts, but one of the competitors and there is no binbuzz rel = “author”. He lost the battle for your attention, do not you?
Google promotes the rel = “author” at various events. Basic settings of the meta tag to be found in Google help here .
On a par with Google and Bing promotes and Schema. You can find all information about the layout here .
In the described case: specialists have successfully implemented the rel = “author” for three full-time copywriters client company. He had more than 300 articles, generated by these copywriters for many years, and was able to apply for their rel = “author”. Anyone who has a great section with articles or other content should do the same – it will only benefit the site. Agency to further implement the Schema markup for the content of the resource, since it increases CTR snippets in search results.
Step Eight: Search technical errors on the website
Many older websites have great technical problems. Here are some examples of major technical problems, which often can be encountered:
- Someone has completed the transfer of the site in the past year and set up a 301 redirect to the correct the URL-addresses, which in turn led to the fact that many of the key pages are now given to 404, although this should not be.
- Someone has blocked some sections of the site in the robots.txt without any reasons.
- Someone used the same rel = “canonical” on only one page of the site, not at all.
- Someone created a contextual advertising duplicate pages within a site by simply copying the content.
Solving such problems can actually be good for your resource positions.
In the described case: professionals need to reduce the number of 404 errors on the site, reduce the number of 302 redirects, as well as control other site areas and optimize the page with content promoted.
Step Nine: Deep research your keywords and content data for the implementation of an effective long-term strategy
Using data from an advertising campaign in AdWords (or Yandeks.Direkte) in its entirety is the field of SEO, which many do not penetrate, which is a pity. If you do not use this data to help their SEO-projects, then you should do it now.
Here you can find a very good article on how to use the content data for research and analysis of keywords.
Using data from an advertising campaign in the networks of contextual advertising, followed by a deep keyword research you will be able to accurately identify the areas where you have a competitive advantage, and by which you can increase your business revenue.
In the described case: experts took the main requests of the PPC on the basis of conversions and add these keywords to existing site pages. Also created new pages with quality content on the basis of the conversion request.Such a strategy can be of great help in the growth of the overall conversion of the site and subsequently contribute to an increase in income. For the customer was carried out large-scale project of keyword research that led to the disclosure of many opportunities for content development and targeted to the target audience.
Step Ten: Monitor all processes and continue to carry out the work at a high level!
Control what happens to your sites is of paramount importance – if the resource is large, spend analysis on a daily basis, and if the site is small, check the metric at least once a week.
Follow RSS-channels of competitors and their social profiles; look at what they are doing, and think about whether you can use their ideas for the further promotion of their resources.
Do what works. For example, if you buy a long time eternal links with high-quality news sites and see what positions are going up, despite the updates “Penguin”, you should continue to buy links from these sites. If what you have previously implemented, given good traffic, try to publish a new version of the content, because if a New Year’s press release gave you a lot of traffic and links, it is necessary to repeat it next year. Another effective strategy is the transformation of the disparate content into the current article you are constantly supplemented to always answer questions of visitors.
In the described case: agency experts conducted daily monitoring. If there were something that needs to be fixed, carried out operational changes. Effective campaigns were run several times for the purpose of recurrence of primary success.
So, these are the ten key steps to help the client agency Professional SEO to achieve organic growth of SEO-traffic.Perhaps, this guide will help webmasters in their quest for love search engines and, in particular, Google.