Here are some highlights of my writing on this site and elsewhere:
If you'd like me to write for you get in touch!
Digital Marketing and Advertising Blog
These were correct as of October 2010 and I have updated them to reflect that the time of writing is now long past!
I am not claiming to be 'whiter than white', but I helped achieve the SEO rankings below without buying links, blog spam etc.
In May 2009 Beadle and Crome Interiors were not in the top 100 results on Google.co.uk for the key phrases 'hulsta' and 'luxury furniture'. At time of writing they were in the top 10 on Google.co.uk for both of these phrases. The work involved inbound link building and site structure / content optimisation with a limited time budget of 1 day per month which includes Pay Per Click advertising management.
The site was at time of writing (27.9.10) in the top 10 'natural' results of Google.co.uk for the following luxury furniture brand names:
I assisted Wise Tiger with some Pay Per Click advertising consultancy for their client Think Apartments. The result of this work contributed to this London based short-let apartments company achieving £1M in online bookings in just 10 months: see http://bit.ly/dfPnYz .
In my last salaried role I helped obtain a top 10 position for multiple key phrases including 'sheet music' (out of around 40 million listings) on google.co.uk for the London music shop Chappell of Bond Street. This is without buying or swapping links. This was a competitive area as there are many out of copyright and pirate sheet music sites. This was by inbound link building focusing on links from Wikis on valuable University (.ac.uk / .edu) domains due to the Student Discount available on the site, site content / structure optimisation and content syndication. When we started this work the site was new and not listed in the top 100 results for this key phrase. This took a period of around 2 years from site launch with 7 hours work a month.
This position was maintained for around 2 years, but the position for this phrase at time of writing was in the top 20 on google.co.uk. This was an example of 'brute force' link building.
In my last salaried role I helped obtain a Top 10 position on google.co.uk (out of around 400,000,000 competing indexed web pages) for the key phrase "international health insurance" for Interglobal PMI. The work involved inbound link building and site content optimisation with a very limited time budget. The baseline search engine position for this phrase was in the top 20.
In my last salaried role I helped obtain a 1st position (out of around 3,000,000 competing indexed web pages) for the key phrase "wholesale gifts" for Elgate Products on google.co.uk. This was achieved with a relatively limited time budget by inbound link building, site content / structure optimisation and content syndication. I am not in possession of a baseline search engine position for this ranking.
When the site launched in late 2005 they were paying a significant 3 figure monthly sum to be a featured listing on giftwareindex.com but now Elgate was listed above them for these phrases on google.co.uk at time of writing.
In my last salaried role I worked on Heals pay per click advertising and site optimisation, in 2007 helping them achieve one of the highest proportions of traffic from the Mosaic Group “Symbols of Success” (the wealthiest demographic according to the Mosaic classifications) for 4 weeks ending 1/12/07 according to Hitwise – see ‘Hitwise Lifestyle Snapshot Report’ on www.hitwise.com/news/uk200712.html.
I've been freelance since 2008 as a SEO / PPC consultant so can share my experiences & lessons learnt. I recommend that all the tasks in the list below should be completed before you go freelance:
When you go freelance
A while back I saw that Google (or their agents) was buying links to promote its Local Guides program (a.k.a. free labour for their search engine). There is more than 1 paid non-'nofollowed' link from http:// london.lecool.com/inspirations/be-a-local-guide-with-google2/ (I've deliberately not hyperlinked) which does not comply with Google's own guidance on paid links.
Arts, culture & heritage organisations with charitable status may be entitled to a grant from Google of $10,000 a month to spend in Google AdWords pay per click ads: see https://www.google.co.uk/intl/en/grants/.
If you need a hand, I can set this up for you.
Over the past 10 years many big brands (e.g. Expedia) with experienced staff at the helm (often working alongside leading SEO agencies) have experienced ranking drops and / or penalties from search engines like Google over non-compliance with their guidelines.
Many SEO agencies' own website rankings have also had ranking drops and / or penalties (e.g. freshegg .com). 'Black hat' techniques such as paid links are still in use and can still work well to this day (over 4 years after the introduction of Google's first effort to address this). Black hat link building nowadays can include hacking sites to get links...
In this article I will outline some frameworks and best practices for a 'future proof' Search Engine Optimisation strategy: i.e. one that should not get a site penalised at some point in the future by search engines.
This is not to say that all techniques compliant with these frameworks will be effective forever. I have done many disavowals and reconsideration requests for clients (only one of them I had worked for before and I'm 100% certain my link building wasn't what caused their ranking drop). I won't claim to be 'whiter than white' but I have been working in the SEO industry for over 10 years building links to clients' sites and have only ever been asked to remove 1 inbound link I built previously to a client's site in over 10 years in the SEO industry (and have never been asked to disavow to Google any links I built). This is mainly because I never have underestimated Google!
Imagine the scenario of the lone SEO pitting her wits vs the thousands of people with a PHD working for a search engine like Google globally. The lone SEO consultant / company is not cleverer than Google as a whole (technologies & staff combined)!
From my 10 years experience in this field, a website's User Experience is core for Google i.e. quality information is usable information. When I first read the Google SEO beginners guide around 8 years ago I was struck by the importance placed on alt text (as this is important to the blind to help them understand the content of an image). Search engine spiders don't have eyes either! This explains why factors like the "long click", site speed and usability are all parts of the Google algorithm. This is also probably why Google appears to be ambivalent about ad blocking technologies as they can enhance users' experiences of browsing the web.
Still to this day I hear (even from senior people who should know better in the IT & web design industry) that SEO is witchcraft or some type of dark art. SEO in 2016 is no longer a mystery. The Google Webmaster Guidelines may be considered the 'laws of the land' in search in countries like the United Kingdom where it has a dominant market share. Do you want to be an outlaw and get banished from the major search engine in your locality?
Google recommends best practices for various aspects of web design such as responsive design, touch design and site speed / 'instant' mobile websites. Developing sites along these lines may be considered a best practice. Bear in mind Google's advice may change over time!
Most search engines have webmaster guidelines and searching for the common aspects can be useful. Do not forget to look at the guidelines of the most popular search engines in your non-target areas (e.g. Yandex in Russia).
However, not all of search engines' communication is through their Webmaster Guidelines and formal channels. For example, Google's written guidance on what makes a high / low quality web page may be considered to be vague and brief. themoralconcept.net/pandalist.html is a collection of feedback from various Google communications (including Webmaster Hangout question and answer sessions online) that tells us (more) clearly what they consider to be evidence of High Quality vs Low Quality web page factors. I have created a Twitter list of themoralconcept.net's Google Quality experts: https://twitter.com/SEOTipsnTricks/lists/experts-on-quality.
Google relatively recently first published (and since updated) it's internal search quality rating guidelines (for human search quality evaluators). Google’s search quality team uses human raters (dubbed “search quality evaluators”) who rate sites for quality. Their work may be considered part of a feedback loop relating to the Panda algorithm update (see 'Predicting the future updates to the Google algorithm based on past updates' section below), often to assess proposed amendments to the algorithm. To note the changes in emphasis in the guidance over time can shine a light on Google's inner workings and changes in the algorithm.
Doorway pages remain a massive problem in my view on Google. Who knows, one day the Webspam team might start reading the Wall Street Journal, FT etc and they might start to get a grip in various ways...
Machine Learning (aka Rankbrain) is a major factor in search rankings on Google and may be a similar system to PageRank. However we’ve been told by Google that there is no Rankbrain 'score' and you do not optimise for it. However this may enhance Google's understanding of the differences between navigational / informational / transactional search queries in relation to 'partial match' type-domain names and link spam which appears to be a problem to this day.
Search behaviour is no longer a desktop only world.
It's always worth keeping up to date on relevant legislation relating to the web globally / in your locality e.g.
1. “Large-scale article marketing or guest posting
campaigns with keyword-rich anchor text links”
Predicting the future changes to the Penguin aspect of the algorithm is something we will all have to do as since late 2016 Google are "not going to comment on future refreshes". Matt Cutt's replacement remains anonymous - possibly Google will again be less communicative on all Webspam related matters in future...
Future changes to the Penguin aspect of the Google algorithm might include:
In theory all link building for SEO purposes is against Google guidelines: “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.” If you don't build links, arguably you don't do SEO!
Since the Penguin update one popular 'black hat SEO' (techniques and tactics don't comply with search engines guidelines) link building technique has been Private Blog Networks (aka PBN). A PBN (also known as a link farm), is a group of blogs / websites created for link building purposes that are owned by the same entity but rendered invisible to 'all' backlink tools but visible to Googlebot and other search engine spiders). PBNs are only invisible to backlink tools if the tools are blocked from accessing / indexing the site (to avoid exposure of these links) via robots.txt or an .htaccess file (a hidden file on the server that can be used to control access to your website), and new 'unblocked' backlink tools can crawl PBN sites and expose them to their competitors to report to Google etc. Google can analyse robots.txt of sites and see if they block the crawlers of popular backlink tools like Majestic, Ahrefs etc and this can potentially be a flag on their site. When we will see a search engine for robots.txt files?
To summarise, eventually Google can and surely will catch up with (all?) 'black hat' techniques (even if some still work well post-2012 and show no signs of going away). So to be in line with the current Webmaster guidelines of the major search engines in your locality & modest in one's expectation management with clients is useful! You should ensure that what may penalise your (client's) site doesn't also end up penalising your consultancy / agency business financially.
Using 'black hat' techniques because of the (short-sighted) business goals of maximum profit this financial period might result in your site being de-indexed by Google! If you want to 'churn and burn' that's fine but it can & will have multiple consequences. Yet people still do it to this day as Google detection of link spam still relies on user reports and appears to be mainly on a network by network basis.
Best practices and resources for future proof SEO include:
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This article was originally commissioned by Supermetrics.
In 2015 as a whole, Google earned $74.5 billion in revenue with $23.4 billion of operating income (profit before interest and taxes).
The search engine part of Google's business 'crowdsources' free labour in various ways including:
To date, Google is not very good at detecting all the sites which have paid and sponsored backlinks (this is against their guidelines).
Google encourages the Search Engine Optimisation community to report them here:
This may be considered part of the day-to-day work of a SEO consultant working in a Google-dominated market. For example I have detected & reported well over 100 of one my client's competitors for selling or buying paid links. Reporting does not often appear to have any noticeable effects based on over 4 years experience!
Google encourages the Search Engine Optimisation / PPC community to report them here: https://support.google.com/adwords/contact/thirdparty_complaint
I have seen ads phising for Google Account details bidding on the name of Google Keyword Planner tool!!!???
Google encourages the online community to report violations of their Map guidelines here: https://support.google.com/maps/answer/3094088.
Google encourages the community if they find a review that they think violates Google review policies, (https://support.google.com/plus/answer/2622994) to use the “Flag as inappropriate” link next to a review. https://support.google.com/business/answer/4596773?hl=en.
This again may be considered part of the day-to-day activities of a SEO consultant doing client competitor analyses working in a Google dominated market .
In the final analysis, the Google Web & Map Spam / Adwords policy contravention / Paid Link reporting tools above are fundamentally just free labour for Google from people who don't work for them (like SEOs and the online community!), like the link disavowal tool for sites affected by the Google update known as Penguin - a tool that enables webmasters to disavow (i.e. ask Google to ignore) links to their sites. This effectively creates via Penguin a list / feedback loop of low quality sites & links for Google to check their Penguin and Panda algorithm updates against!
Also there's https://topcontributor.withgoogle.com, https://www.google.com/local/guides/ & the largely unknown army of volunteers called Mappers (proposing and approving edits to Google Maps, with assistance from Google)...
There's even a Google app called Crowdsource asking users to perform tasks to improve the quality of services like Google Maps, translation, image transcription etc. The app, unsurprisingly, doesn’t offer rewards of any kind! Say no more!
They should compensate this work! Gis a job!
I was reading some Just E@t reviews for a local Chippy of mine (we'll call it Davide's Chipper to anonymise it slightly) and was struck how many of them (21 of 60) were from 'David' as well as Gordon (20 of 60) : see https://www.just00-eat.co.uk/restaurants-d0aves-traditional-fish-and-chips-farnham (I've deliberately broken / anonymised this case study & link – remove the 0 (zero) symbols from the URL to view).
I also saw multiple reviews (with same content and date) were duplicated on both pages 1 and 2 of the list of reviews!
This is an analysis of ajpr0ducts.c0.uk (replace the numbers '0' in the URL with the letter 'o' - I have anonymised the URL).