Next we have a host of well-known names talking on what really matter for affiliates when it comes to Google signals…
First up is Dave.. So Panda. What happened? Panda hit sites with weak content pages, that had links from sites that got hit, were over affiliated or generally had poor user experience. So what if Dave were building a site today… In short:
The initial focus is all about content, structure, what fits where and good solid information. The next step is all about content.
Then finally, when all the set up is ready to go:
What is the future? Google profiling? Or should I say Google Profiling!! They know us, they can see us, they are watching us.
Now up is Marcus..
First message: It’s all about the brand. It’s not that Google hate affiliates, but they aren’t exactly keen on sites that don’t add anything to the SERPs. Consider for example the backlink profile of a brand’s website – the vast majority of the links will contain the brand. Compare that to an affiliate’s website and the vast majority will be commercial keyword anchor text.
The more people search for a specific keyword, the more attention it will get from Google’s Engineers. Links are only one of the methods Google can use to determine if your site is a brand. Become a brand (or at least look like one!).
Moving onto Razvan now who initally runs through exactly what Panda focused on and moved onto a quick list of Don’t Do’s that would be wise to follow as an affiliate:
And of course no don’t do list would be complete unless it was swiftly followed by a Do Do list so of course, here we go:
Are you following a theme here? Starts with BR, ends with AND.
And finally up, we have Will whose first focus is the idea of the Black Box algorithm. Panda was the first time Google tried out an extension of machine controlled algorithms rather than editorial decisions.
Machines are therefore looking for correlations with user happiness, they don’t necessarily find sites that truly create user happiness. Consider your biggest competitor – what do they have? Brand advertising and deep pockets for marketing. They do everything at once, not a little here and there. People prefer to do business with brands that they know, like and trust.
This is what people are trying to find. However the robot simply finds ‘no holds barred marketing” as this directly correlates with user happiness. On the current web, robots will simply see that no holds barred marketing = user happiness. There is a risk that machines will see that dodgy tactics create good signals.
Will’s prediction: The next version of machine learning/Panda will be link related. It will be article marketing. Why? It’s easy to detect , and is a demonstration of classic poor link building.
We wait with bated breath to see…
Image from Deviantart.
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