In episode 200 of our weekly Hump Day Hangouts, one viewer asked for possible reasons why an article for a local term in a less competitive niche that ranked number one on SERPs for about a year dropped to 10th position.
The exact question was:
I had an article of mine ranking #1 on a local term for almost a year, now its in the #10 position. It doesnt appear like the competition got any fiercer, if anything pages with no links are ranking higher than me. What are the possibilities, how do you think about something like this?
In episode 175 of Semantic Mastery's weekly Hump Day Hangouts, one participant asked how you can convey the message on Google Dance to clients without having to look like you're covering a major drop in rankings.
The exact question was:
I read Marco's article on the Google Dance and I know I have to make sure clients understand it as well. But when I say amidst a big drop in rankings, I fear I will look like I'm covering for dropping rankings. How can I convey the message to avoid that?
Adam: All right. Hey, everybody. Welcome to Hump Day Hangouts, episode 129. This is the 26th of April 2017, and we've got part of the group, here. I think two, fifths of us are out traveling or flying, today. Myself, Bradley, and Marco ares here. Instead of doing the Brady Bunch up and down, I'll just look over this way, and Bradley how are you doing, man?
Bradley: Good, man. I'm happy to be here. It's a beautiful spring day. Got lots of good questions, already, and just looking forward to doing it.
Adam: That's nice. Marco, how's the weather, for you?
Marco: It's sunny in the mornings and it rains every afternoon, now for three, four hours and then it goes away until the next day, it's typical, but still warm.
Marco: As I said, it's either warm and raining, or warm and sunny.
Adam: Nice. I couldn't help, I was looking at my background, if Wayne is watching, there's Nike headphone inception going on, here, there's the exact same pair behind me. Anyways. On to more important announcements, not about my headphones. I wanted to let everybody know, hopefully by the end of this Hump Day Hangout we'll have a link for you guys, we're busy getting it setup, because we just confirmed with Pavel, and I just missed out on the topic, real quick, because I was busy doing the background stuff. Bradley, do you want to tell them what the webinar this Monday is going to be about?
Bradley: Site Whizz. Apparently, he's got another application that he built specifically for PBN stuff, but I can tell you I'm super freaking impressed with Rank Whizz and Pavel from the webinar that we had this week, on Monday. I mean, the guy really knows his stuff, and you can tell, and because of that the tool is super powerful, and from some of our Mastermind members that were commenting on a thread in the Mastermind about it, they were saying that it is indeed a very powerful tool. There is a bit of a learning curve, though. My point is after going through the training webinar with Pavel on Monday, and seeing what Rank Whizz does, and seeing how so many other tools that are kind of like duct taped together, you know, everybody has different tools to do different things, so many of that can be consolidated under one dashboard.
It makes sense to take the time to learn it, now honestly, I'll be 100% transparent, I don't run tools like that. I've hired people years ago to start doing that for me, because it's not something I had any desire to do. We're probably going to be and in fact, I've already talked to our link building manager, Deady, about hiring, or signing somebody to us to run Rank Whizz, specifically, because of some of the incredible stuff it can do. So, anyways, that said, if you haven't seen that webinar go watch it and then the Site Whizz webinar, I can only imagine is equally as impressive, because of how much development, and care, and thought that Pavel put into the Rank Whizz. I'm really super excited to see what it does, because I'm clueless as to what Site Whizz does, so this is going to be 100% new to me, as well, but I'm really anxious to see it, so I encourage you guys to sign up or register for the webinar on Monday and attend.
Marco: What really drew my attention was that he actually talked about what I call the three elements, or the three components that a link must have to be considered good. Right? Which is relevancy, activity, and trust and authority, not necessarily in that order, but I mean he's one of the few people that I know, Mike Pierce is another, and you guys know that to me he is by far the best technical SEO, anywhere, but for someone else to talk about it, and to know, and to understand the concepts, to me, that says it all, because he actually understands where Google is and the W3C are trying to take the semantic web, where everything is headed. So, if he understands what the future is then he's already planning ahead, which is where everybody should be going. You never want to be reactive. Right? To search engines and upgrades. You always want to be proactive-
Marco: You always want to be in there, and you want to be ahead of the curve.
Bradley: Yeah. What's next, Adam?
Adam: I believe, you guys have a webinar, you guys, I believe we, hopefully we'll be there live, you guys are doing some structured data awesomeness. Correct me if I'm wrong. I believe that is May 8th. Right? The following Monday.
Bradley: Yes. At three o'clock, I think.
Marco: May 8th, at three o'clock. Yeah. It's not ready, yet, nor is the signup ready, I mean, I'm still working through a whole bunch of information that I had to go through. Every time I think I have it, I keep discovering something new, so I it's new for me, so trying to explain it in layman's terms, so that everyone can understand. I know we have a lot of high level people, but I like to talk one level down for the person that's just starting out, for the person that's trying to grasp the concepts. I have to really understand what it is that they're saying, so that I can try to explain it. All right. If you cannot explain it, you don't know shit. That's where I go. That's where I am. I know that Bradley is co-presenter, so he's going to be giving us his insights, and how he sees structured data working. He does so much local, so he knows about all that and how it works. We're hoping to give a really good one, two presentation on structured data.
Bradley: Yeah. I agree. It's going to be awesome.
Adam: Yeah. Everybody, we'll get that out to you. As soon as we do, obviously, it takes a little time to set up the webinars and do all that, so once we get that, we'll send out an email and let everybody know about it. Other than that, though, I think that's good on announcements. You guys got anything, else?
Bradley: No. I was about to post on the event page for Ken Roberts. Hey, Ken, we did, we answered your question. Actually, Marco and I got together on Monday to consult about your question, and so it's been answered in the Facebook group. The Syndication Academy Facebook group, I'm about to drop the link to that particular post, apparently Semantic Mastery's doesn't have you in a circle, Ken, because I cannot tag you, but anyways I'll drop the link, or go back to The Syndication Academy, Ken, in the group and you should see the answers to your questions from last week, because we did end up, Marco and I scheduled time on Monday just so that we could talk about your question. Anyways.
Adam: One more thing, real quick, I was going to say, we just got the webinar setup, so I'm going to post the link in if you want to check out this awesome webinar, this Monday, with Sit whizz info, get signed up, and we'll email out about that, but I wanted to make sure everybody has a chance today to hop on that.
Bradley: All right. Ken, I just posted, he's here watching, I just posted the link to that Facebook post. If you're not in Syndication Academy guys, you won't be able to see it, but Ken will, because he's there. All right. I'm going to grab the screen and we're going to get into it. You guys cool with that?
Adam: Yeah. Let's do this.
Bradley: Yeah. Let's do it. Can you guys see me okay?
Adam: Yes. We can.
Bradley: All right. Very good. Let's scroll down to the bottom. Got lots of good questions, already, so this is awesome. All right. Aussie is up first, “Hey, all. I got a website that have a tier one,” oh, couple things we didn't mention, number one, if you guys are new to Hump Day Hangouts, there's a couple things that we probably need to just make a note of this, Adam, every day, or every single week.
Adam: Yeah. I just did, and I didn't want to stop you, I'm actually getting something to paste in there.
Bradley: Okay. Cool. I was going to say, if you guys aren't aware of where to get Syndication Academy you can go to syndication.academy, again, that's syndication.academy. That's where a lot of the questions that we get on Hump Day Hangouts come from that training and that methodology, so that's a lot of the times what we're talking about, if you're unfamiliar with that. Also, a lot of questions that we get, regularly, guys can be answered in our knowledge base, just so you know, and that is at support.semanticmastery.com, again, support.semanticmastery.com is our support portal, I guess, and there is a knowledge base and FAQ's for various products that we have right there on that support site. I just wanted to kind of point you guys to that, in case you were unaware of those resources. All right. Anyways. Aussie says-
Marco: Before you move on, can I just mention something, so that we have it down.
Marco: When we get new people, we get the same question a lot of times over and over, and over, and I understand that we have new people coming in that will ask the same questions. Please, if you are new don't think that we're treating you like you are new, like you're dumb, like you don't know what you're talking about, this forum, or what we do on Hump Day Hangouts is just for that, we don't want you to feel bad. Please, ask your questions, if we say to go to whatever source, it's because the answer is there. It's been explained, and that's the best way to start, if after that, after you've gone and looked at the resources, you still have a question, you're welcome to come back and ask us a more in depth question or to clarify, but please just keep asking the questions and we'll do the best we can to answer them.
Bradley: Yeah. Occasionally, if I get a question that's been asked 1300 times, I do get a tad bit annoyed, but don't misinterpret that as me being annoyed with the person asking the question, I'm annoyed with the question, not the person asking the question and I'm working on that, guys. I recognized that, that can come across as shitty, and so I'm working on that, and I apologize for that, but I just want you to know that certainly guys that's what this is for. Hump Day Hangouts is for people to come and ask questions, new, or experienced alike, it makes no difference. Please, feel free to ask questions, here. Okay?
Decreasing Rankings Of A T1 Branded Ring Powered By PBNs
Now, hold on a minute, let me rephrase this, if it's just a tier one branded ring, I've never seen any issues, whatsoever. I've not experienced this. Now, with multiple syndication networks connected to a website, for blog syndication, and this is precisely why I talk about, throughout the training, and throughout so many Hump Day Hangouts, about not connecting multiple syndication rings to a blog, for blog syndication, because I have had, I've gotten slapped from that before and it's because of unnatural link profile, I've been slapped various ways. I've had algorithmic slaps, and I've had manual penalties, as well. Both, from connecting too many syndication networks to a blog, but that is precisely why we talk about primarily just using a tier one branded ring. If you're going to use tier two, and I know Aussie, you're not saying that you use tier two, but I'm just explaining this for the benefit of other people, as well, in part for why I don't use multiple or tiered rings for blog syndication.
If you're going to be using tiered rings, though, however, or syndication networks you want to add additional related content feeds, or sources, triggers, into the second tier networks to try to mask or hide footprint as much as possible. Remember, you're not trying to hide a footprint on your branded ring, you're trying to claim it. You're trying to announce to the world that this is you on all these different locations, or this is your brand, or whatever. I've never experienced that, what you're talking about here from a branded ring, but that's also because, and Aussie, I don't know what kind of content you're publishing from your blog, so what I'm saying is if you're publishing content from your main blog that's syndicating to your ring, and you're doing automated content, or positing maybe too frequently, or I don't know what could cause that, but I know that there could be content issues that are causing that problem, as well, and it's not necessarily from the syndication network. There's some variables that I'm unaware of, here, from this one line, or two little sentences here isn't enough detail for me to be able to make an educated guess as to what the problem is, other than it may be a content issue with what you're posting from the blog, if that makes sense. Marco, or Adam, I guess, have you guys ever had any experience with this?
Marco: I'm looking at this and he says he has RYS starter, now, what he could be experiencing is the Google dance, we covered this before, and I just dropped the link at the top, so that he can go and take a look at it, I don't know how long it's been since he did this. Sometimes they disappear. It doesn't mean that you got Google slapped. It just means that they're dancing, and they'll eventually come back, you wait 21 days until the Google dance has cleared, and then you go take a look at your ranking. You cannot SERP watch or you'll drive yourself nuts-
Marco: Watching it go up and down. It goes up and down, up and down. Then, eventually after that period it's like a probationary period. Right? Where if you go and do anything, they extend it to, I think it's either 60 or 80 days and if you do anything within that period then you can get permanently sand boxed, so I would say just relax, let it sit, let it stew, and see if it starts coming back. In the meantime, he can be looking at other things, whether he's doing multiple posting, whether he has a multi tiered ring, which is not necessary for most keywords, but I see that, and if he did that, and if he powered it up, meaning if he built links to tier one and RYS it will dance, but it will come back and it will come back better than ever, if you leave it alone for the period of time that the Google dance requires, it's riding the patent.
Bradley: Yeah. See, Aussie, I've got, I mean, I literally have websites and some clients, some are my own that I've had syndication networks around since 2012, and literally have thousands of links from WordPress and thousands of links from blog spot, or blogger, and Tumblr, and that kind of thing in search console, and never once have they ever been slapped. I cannot see it having anything to with the syndication network, unless there was a problem with the content, again, that you're publishing. If it scrapped content, spun content, stuff like that, that could cause problems, and there's no question.
Also, it could be if you're using tiered networks, like I said, and you're not masking or hiding your footprint, properly. That could also cause issues, but again, if you want to contact somebody, you could reach out to us in support, and if you're in the Mastermind, we can provide, of course, support within the Mastermind, but if not it might, you might have to schedule with someone on one consulting time, but you can always send in a support ticket and propose what it is you need help with and we can figure out what the best course of action for you would be. Okay?
Proxies When Creating Branded IFTTT Networks For Clients
All right. David's up, he says, “Same question as last week, tech glitch pause, if I'm creating branded IFTTT networks for clients, do I need proxies?” Okay, David. No. Yes and no. No, if you are limiting how many accounts you create. Let's put it this way, when you go to start creating an account, or a network, you're going to create a profile in a new Google account, and then you're going to use that Google account to create the profile or the accounts on all the other network sites, network properties, Tumblr, WordPress, Gravatar, all that stuff. Right? That's basically one account set, so as long as you're only doing one or no more than two account sets in any 24 hour period, then you should be okay.
However, if you're building for clients, I recommend having a minimum of five or just a handful, I mean, typically I always just start off with five proxies, dedicated proxies. The reason why is, because if you're building them, which by the way, David, you shouldn't be building them, honestly, you really shouldn't be, but if you plan on doing it anyways, because you can outsource this kind of work, man, for a hell of a lot less than what your time is worth, I can tell you that. But, if you are planning on doing it, anyways, then I recommend just getting five dedicated proxies it will cost you like 10 bucks a month, man. Then, that way you have basically cycled through the proxies. In other words, if on Monday you start to create one account set with proxy number one, then on Tuesday create your next account set proxy number two, and by the time you get to Saturday, you cycle back up to proxy number one. Does that make sense?
Just, in other words, that way you're spreading out new account sets per IP, so that you're not, if you use just your own IP, and you're creating a new account set, every day, at some point, I don't know what the threshold is, but at some point, you're probably going to have your IP flagged, by if not Google, by some of the other web two properties. I recommend that you always use, you know, you can use a VPN. I particularly don't like to use VPN's, because those are shared IP's, even though a lot of them have big pools of IP's now, I still don't like to use them, because they're shared. I prefer dedicated proxies, because then I know they're clean. Okay. Again, I highly recommend that you're going to do it, and also, David, if you're going to be building networks and using proxies then to make your life a hell a lot easier I recommend that you pick up Browseo. Right now, Browseo, now has a monthly option it's like 37 bucks a month.
The amount of headache that it will save you to be able to use Browseo and have multiple browsing sessions open using different proxies for different profiles and all that kind of stuff, the speed with which you're able to accomplish your tasks by having that ability, or that function available is unbelievable. Right? It's amazing. I've got Browseo open right now. I mean, I got it open all the time, now, because it's just so freaking amazing. So, I highly recommend that you use that, as well, it's going to make you a lot more efficient. As I mentioned, before, I certainly recommend, David, that you only build a few networks to get the hang of it and then outsource it. You can buy them from us, or you can hire your own virtual assistant, and put them through the training, and have them build so that you have an in house builder, that's going to be your best option, you'll make the most money that way, if you create your own in house builder, or excuse me, train your own in house builder. All right.
Marco: No. I totally agree. No. We usually order IFTTT and RYS as soon as we get-
Bradley: The network back.
Marco: The verification from Google.
Marco: As soon as the verification, then we have that NAP, the way that it's set in Google, that's how it's going everywhere else that we have it. I mean, I trained Justin, and I continuously go back and forth with him, he's our RYS VA, he knows exactly what to do, how to hook everything up, so that you guys don't have to do it. If you want to go through it, then the place for the training is RYS Academy. Otherwise, you're left guessing on how everything is done.
Bradley: Yeah. All right. Hopefully, that helps, David. Yeah. The same order that whenever, I agree with Marco, if it's going to be for a local business, it has an NAP, you're going to want to wait until you have a verified address, and you probably already do, but if not, if it's a new listing, a new business, then yeah, wait until you get the Google My Business page verified, so that then you have the NAP exactly as it's listed in Google. I totally agree with that. Typically, what I'll do with a new property is order the network, build the site, while the network is being built.
My curator, somebody from, one of my curators, will end up creating content for me like having at least a minimum of three curated posts ready to go, so that when the site is built, and the network has been connected, then I go in and publish those three posts. I'll drip them out, over a course of a week, or so, and then from there I'll order the, excuse me, the drive stack, and then I'll order a press release, and then I'll order the first batch of citations. That's pretty much the exact same process that I go through for every single new site that I launch, or even a site that's an existing site and I'm taking a new client or something like that, that's the same process I have to go through, is still sitting up the network first, and having content produced while the network is being set up and all that kind of stuff. It's the exact same timeline that I always use. Just because it works. There's no reason, if it ain't broke, don't fix it.
Adam: Description about what the video is about, is it actually the video description?
Bradley: It's a transcript and a description. Probably like a summary, maybe, is what the description is.
Marco: I mean, is the description being taken word for word from the video description?
Bradley: You mean, from the video description in YouTube?
Bradley: Yeah. That can cause problems, Ryan. Good point, Marco. I don't know that, that's the case, Ryan, but if you are, here's the thing, though, if you're adding the transcription to the post, then that should make it unique enough, I mean, again, this is just speculative, but my experience with having video pages de-indexed, and I'm not talking about the videos themselves, I'm assuming the YouTube videos are still indexed, but the video pages on your site are being de-indexed, or falling out of the index, that doesn't necessarily mean that they've been de-indexed. Right? De-indexed connotes like a penalty, but falling out of the index doesn't necessarily, like that's just a Google dance. Right? My point, Ryan, what I'm trying to get at is whenever I was doing a lot of video syndication networks, what I used to call broadcasting networks, which is I'd have self hosted WordPress sites with IFTTT syndication networks around those sites, and then when I would publish a video to a YouTube channel I'd have YouTube connected as a trigger to self hosted WordPress sites. I used to use a plugin to do that, but then I just switched it over to using IFTTT, and YouTube to WordPress. You can do that for self hosted sites, by the way.
Anyways, whenever I would have the applet set up at the time, they were called recipes, but the applets within the description, we always just talk about pasting the embed code, and a link to the video, and you can either do a naked URL, or an anchored text URL to the actual YouTube video itself, and then a link back to the channel and if that's why our applets are set up the way that they are, because when I had those video broadcasting networks and I was auto syndicating videos to them any time I uploaded a video to a channel, any of those WordPress sites, those self hosted WordPress sites that imported the description, so remember that's a token, a token inside of IFTTT that you can add, or what they call an ingredient.
You can add the description ingredient. Every single one of the sites that I had auto syndicated videos to that imported the description got de-indexed. Every single one of them. All the sites that I had didn't import the video description from YouTube, didn't get de-indexed. That very well could be it, is if you are importing, although, like I said, at least without testing this I would think that if you had the transcription in the blog post, but not in the video description on YouTube, that, that would make that blog post unique enough that it wouldn't be de-indexed, but maybe it is causing an issue. That's the only thing I can think of at this time. I mean, what other ideas could there be, Marco, anything else?
Marco: I would use video schema.
Bradley: You could do that.
Marco: I would use it totally, just to solidify it at the entity level. Right? At the coding level. I'd post the URL to Sistrix, which is really, really good about giving you some great video markup for rich snippets, and that might help. Everything tried first, get rid of the description, see what happens, and then mark them up.
Marco: Use the schema generator that I posted and see what happens. Come back and let us know.
Bradley: Yeah. That could help. Wrapping those videos and video object markup could probably help, too, so let us know, Ryan, how that goes. Then, also, again, I'm curious to find out if that's what you're doing is importing the video descriptions, too, because if so, what I would recommend is omitting the video descriptions if it's the same as what they are on YouTube, and then just using the transcription and that's it.
Live Rank Sniper Vs Tube Rocket (Rocket Video Ranker Pro)
He says, “I understand that Tube Rocket can make the videos unique, but if possible, how would I get them into the spots created by LRS, since it requires live stream, not just a video upload?” Okay. First of all, Kurt, yes, you can use Live Rank Sniper to stream a video into the scheduled live event, because those are essentially just place holders. Right? The schedule of live events are just place holders, however, the problem, and it's not a problem, but the drawback of using Live Rank Sniper to stream to those scheduled live events is that it's a slow process, because you have to open up Live Rank Sniper, it's only a couple of clicks of a mouse, guys, it's not like it's difficult, it's very simple to do, but it's a slow process, because you have to allow the software to start the stream.
You click the upload or whatever, you click the tab, and then you go navigate to the file on your hard drive, click it, and then you tell it to start streaming, and it basically, you just wait for it to go through the process of firing up the live stream, starts to stream it, and then it closes it down, and all that. So, it's a manual process, and my point was if you've poked a 100 keywords and you got 40 of them that are ranking on page one and/or page two, and you want to go upload, that's a long time. A lot of time that you're going to have to sit there and click the mouse a few times to get it to stream, it's just going to take you a ton of time, Kurt. You can absolutely do that, there's no problem. It's just personally, it's not efficient, for me, so I wouldn't recommend doing that. You know, there is, Peter Drew, excuse me, I was drawing a blank, Peter Drew has Hangout Millionaire, which would integrate very, very well with Live Rank Sniper, because they're from the same developer. They have the same interface and that kind of stuff.
I'm fairly certain that Hangout Millionaire can actually stream into those scheduled live events. That will automate the process, so that you don't have to manually start every single stream. If you want to use the pre-scheduled events that are already ranking, then I would recommend that you upgrade to Hangout Millionaire, and use that. Okay? That's the reason why I say that is because you've already got the place holders in place, and I'm fairly sure that Hangout Millionaire is able to stream to those scheduled live events, but you might have to check with Peter Drew and support first prior to signing up for that. Where Rocket Video Ranker, Tube Authority Rocket, they're one and the same, really, shines is that it basically uploads videos and it uses that very unique process where it sets everything to private, and then you go in and turn them all public at the same time, and it just seems to work.
Again, I don't know why it works, but it works. So, as long as it's working, it's something that can be exploited, and I've used it a lot, as well. Okay. But, no, you cannot use Rocket Video Ranker to stream to scheduled live events, it doesn't work that way. Rocket Video Ranker is strictly an upload application, I mean it makes it so much faster and efficient to upload a bunch of videos all at one time to the same channel. But, there's a limit to that, by the way, too. I ran into a couple of issues throughout the case study where I made a mistake with a batch of 30 uploads and I had to go in and delete them all, and then I went back and uploaded, again, to the same channel, and it denied me, it said, you've uploaded too many videos, and you must wait 24 hours before uploading anymore, or something like that, so just keep that in mind. Again, it's a different animal. They can accomplish similar things, but remember Live Rank Sniper was specifically a keyword poking tool, I mean that's what it was advertised as. Right? It's a keyword poking tool. Yes, you can steam to pre-scheduled events, but it's not really designed to do that, efficiently, in other words. Okay?
All right. Next, he says, “Also, I made a spintax with keywords and geotargeting for the LRS pokes, some of them landed on page one and two, and in the videos page, this was done without the long lat settings in Live Rank Sniper, if I needed to do long lat in LRS, would this require one poke per keyword?” Yes. Well, it would be one poke per location, Kurt. I did this same thing Kurt, in other words, when I was running my, I was basically targeting one keyword in multiple locations, so I didn't use the geo coordinate setting, either. I left that blank, but if you want to target multiple keywords in one location, then you could use the geo, you know, the geo settings, excuse me, because then it's all the same location, but I did the same thing, which you're asking about, here, no, I just omitted that. Okay. “Or, could I just use the long lat for Chicago and geo target all the smaller communities and metros in Chicago with the keywords spintex with the same result and effectiveness?”
I don't know, Kurt, I haven't test that, personally, I would not want to use Chicago coordinates for suburbs around Chicago, because those suburbs each have their own coordinates. Right? Every point, anywhere at all geographically has its on coordinate. Right? So, even if you move a 100 yards to the right or the left, or north, south, east, west, it doesn't matter my point is it still got a unique coordinate, so if you're assigning a Chicago coordinate, excuse me, to all of the other locations that you're targeting, then you'd be giving mixed messages to Google. I haven't tested that, so I don't know whether it would work or not, but to be honest with you it seems logical to me that it would cause problems. So, I would recommend just omitting the geocoordinates from those campaigns, unless you're targeting one location.
Using Same Persona Rings To Multiple Products
All right. Alexander is up, “Should I use the same persona rings to multiple products? For example, the same 10% of the rings for two or more unrelated projects.” I don't recommend that. I mean, you can to a point, Alexander, I would still try to keep them somewhat related. Here's the thing guys, like for second tier networks, which are basically persona based networks, especially for like YouTube syndication's, stuff like that, things can be a bit more general, but remember theming is really, really important. I'll let Marco comment on this, but guys theming and relevancy is critical, now, and it's only becoming more and more critical, so I'd recommend not spamming up some second tier networks, or persona based networks with a whole bunch of unrelated stuff. Try to keep it somewhat ballpark, somewhat in the same ballpark, because you're going to get more power, and more authority built from any of those links, embeds, whatever, from those networks if they're themed correctly. Marco, you got a comment for that?
Marco: No. I agree. We go back to what I mentioned in the beginning, which is the three components of a link. Right?
Marco: Relevancy, activity on the link, trust and authority. If those three things are present then you have a great link, if you omit one of those then the link becomes not so great, what overcomes that is where the link is coming from, like if you can get that awesome boost from one of these super powerful websites where you get that link that just pops you to number one, then that'll override the relevancy activity, but it has to be powerful, it cannot just be any old link, or it could have decent metrics and you would have to boost it, so that you power up the metrics to override the relevancy factor, but you still need all the other three components. I mean, I could talk about this all day, but we're still going to come back to relevancy, activity, trust and authority, that's what you need on a link. If you don't have that, and most, again, most PBN's are just there to provide a link, if you are doing just that then you're better off going and renting. You know how you can go and rent from what used to be a PR7, or a PR8 you better off doing that, you can still do that and get a lot of bang for your money.
Multiple Google Sites For Different Personas
Bradley: Yeah. All right. Bacon is up, he says, “I have a question about Google sites, if you were to create multiple sites, do you need to do each under a different persona, since it is a Google property?” No. It's not necessary. You can do it all, I mean, you can create multiple Google sites under one profile. It's fine. Just keep in mind, that if you're doing some nasty stuff with them, with any one of them, or a combination of them, you stand a chance of getting that account slapped and potentially terminated, and if you have multiple Google sites in that one account, and that account gets slapped, or terminated, then it could end up, you end up losing all of them. Again, I always talk about mitigating risk, guys, specifically because I just don't want to have one where Google can come in and terminate one account, and I lose multiple digital assets, or multiple businesses, so to speak. Right?
That's why I always try to separate things by different Google profiles, because then I can always connect, and add as a manager, and you can do that in Google sites, too, you can add a manager. So, you can add, you can create, let's say you're going to create 10 Google sites, have 10 different profiles, each owning its own Google site, and then you can connect your main profile, you, or Bacon, as a manager to all of them, so that you can manage all of them underneath one account. But, if anyone of those accounts were to get terminated, it will only affect the one Google site that was owned by that profile account. If that makes sense.
Marco: Let me read through that, again. There's a lot of stuff that I just cannot give away in this forum. I cannot give that away. Yeah. Content matters, whether it's on the page, or somewhere else, makes a big difference. Relevance, right? You can push relevancy, because it will bleed through to the source, whatever you have on the page, the bot will come in read it, it will drop into the iframe, so to speak, it will drop into the hole, go down to see where the source is, and all of that, that the bot is holding, wherever it's holding the information, follows through, so it helps. It helps more if it's somewhere else. That's as far as I'm going to take it.
Bradley: Yeah. I mean, I haven't done a lot of map embedding stuff, so I don't have a lot of experience with testing, Ken, on that, but I would agree that I would probably be, because the problem with YouTube with importing the description, is what I discussed earlier. Right? Is that every single time, or every property that I have while I was importing the descriptions would get de-indexed. That's why I stopped doing it, but for maps that's different. Again, I would want to try to put some content on the page, and then test it, but I don't know, because I haven't done it. I'd just follow Marco's advice.
In other words, when I rent a mailbox, I don't just rent it, or excuse me, a PO box, I don't just rent it long enough to get the postcard, and then let it expire. I keep renewing them. I've got dozens of PO boxes and I pay for them every single year, and the reason I do that is because in the event that I ever have to reverify the business, I'll have access to that location, that address. The reason I know how to do that is because that's only happened twice to me in my entire career. Okay. But, one of the times that it happened it was a UPS mailbox for one of my tree service lead gen sites, and the UPS mailbox was like $36.00 a month, it was freaking ridiculous, and so I let that mailbox go, because I thought I'll never need it again, and it's too damn expensive. Sure enough, I got a reverification, I was required to reverify via mail, snail mail, and I didn't have access to that location, so I lost that maps listing, because I didn't have access to it.
So, that was a painful lesson for me, because that was a profitable, it generated quite a bit of revenue, that particular site, so anyways, my point is that ever since that time, first of all I stopped using UPS mailboxes, the UPS stores and stuff, I stopped using those and I went to PO boxes, and I keep them renewed. Now, with that said, you know, if you've been trying to tell a client something for two years, now, look, I understand, because you are kind of black hatting the maps listing. I've had clients that have been resistive to that, as well, so you know, I don't know what else you can do other than tell them why it would benefit them to do that, and try to get them to do it the correct way, otherwise I don't know what else you could do to tell them that. Short of you going out and getting the mailbox yourself, which I don't recommend doing, but if it's a client that's paying you a good amount of money, look, I pay anywhere between $64.00 and $128.00 per year, per PO box.
It just depends on the population density of the area that I'm renting the box in. Right? The more populated it is, the more expensive it's going to be, but I don't have a single mailbox out of dozens of them that cost me more than, I think, 128, actually, that may not be true, it might be as much as 164, or 168 a year, or something like that. It's still relatively inexpensive, so again I don't recommend going out and buying a mailbox for a client unless there's enough revenue in it for you, to make it worth your while. Here's the thing, you might end up, there's always the opportunity that you could use, you know, create other digital assets in that same area, and use that, you could try using that same mailbox, but I wouldn't do that.
I would have a separate mailbox specifically for this client, and again, if it's not something that you want to approach the client about, I wouldn't mind approaching the client, just say, look, you got a UPS mailbox, those don't work and here's the reason why, recommend using a USPS box, it's cheaper, and they're still working, right now, and it's going to benefit your business, and I recommend that you do it. That's what I would say, otherwise you could do it on your own. Again, I don't recommend doing that, Don, but if you're making enough revenue from that client, it's a nominal small price to pay to be able to get them results. Okay.
Differences Between FCS, RankerX, SEO Autopilot and Rankwyz
I cannot answer you Kay, honestly, because I just don't know. I don't use any of those tools. I can tell you that I'm super, super, super impressed with Rank Whizz, and Pavel from the webinar that we did on Monday. I think if you were going to invest, and again, this is only based upon, not from using any of the tools, myself, but just based upon what I know and from what I saw on Monday with Rank Whizz is it seems like it can do everything that I could ever want a link building tool to do, in a very unique way. In fact, the content mill function of Rank Whizz is amazing, because they don't scrape content based upon keywords, they do it based upon topics, which is the very first time I've ever heard of a link building tool do that, which speaks directly to RankBrain and Hummingbird. Right?
The semantic web algorithms, or the semantic web filters, or whatever, layers to the algorithm. My point is, that after going through that webinar, if you haven't seen it yet, Kay, go through it, that we did with Pavel. I think it was two hours long, but it's super, super powerful and if you're going to invest time and money, well, money is the small part, an investment is the time. Right? The biggest investment is the time to learn how to use these tools. I would pick one that does everything and learn that one tool. So, that you don't have to patch a bunch of stuff together and Rank Whizz apparently has all that. Guys, again, this is only based upon the webinar, because Pavel knows his stuff, he is a serious SEO. After hearing him talk for two hours, he really knows what he's talking about, so I think it's a very, very powerful tool and I would put my trust into that, but that's just my assumption. Okay. I don't have any proof behind that, because I don't use any of those tools, myself. All right.
Marco: [crosstalk 00:47:26].
Bradley: Go ahead.
Marco: If I may, and if she's a newbie, and she's going to go into this expense, the expense has to be justified, well, the investment, let's call it, because it's actually an investment on the business.
Bradley: Mm-hmm (affirmative).
Marco: So, you should have an SEO business if you're going to be running this type of tool, because this tool is for tier two and out, and if you get good enough into T-1 never at the money site. Unless, you're really surgical with the tool, you get so good with the tool that you can actually go at tier one, you know exactly what you're doing. Before you get to all that you should have a really good foundation with everything else. I don't know if she's doing Syndication Academy, if she wants to do it for clients, if she wants to do things affiliate, what it is that she wants to do, she says she's a newbie, which is really broad, what is she a newbie in? What is she trying to take on? What is she trying to do? Because if you go right for the link building tools, you have to have assets that you build links to.
Bradley: Yeah. Okay. Next is Stephen, and we're running out of time here, very quickly, I can see we're not going to be able to get to Roy's question, again, either, we tried this last week and I know we spent some time on it, but apparently we didn't have the whole scenario, and I know I passed over Steve. Roy, I'm assuming, I don't think you're in the Mastermind, Roy, but this might be one of those questions we're going to have to answer in the Facebook group or something, because we're running out of time. If you don't mind, Roy, can you repost this in one of the Facebook groups, Syndication Academy, or the SEO tutorials group, either one, and then tag me on it, Roy, and I'll spend some time going through and try to give you even if I've got to just record a quick screen cast video, or something and drop it in the comments section of that post, I'll try to get to this, because apparently two weeks in a row you've posted this, and we must not have answered it last week, because we didn't have the full information, and I'd hate to leave you hanging for another week, so if you don't mind, post that one on Facebook groups. Okay? Like, we did for Ken, this week, we can make sure that we get you a proper answer. All right?
Diversifying When Building Google Properties/Stacks
Marco: Yeah. Not all Google files are created equal.
Marco: They each have different, like one will rank over the other, remember Doctor Gary did a test I think it was in the Mastermind, or in RYS Academy. It was one or the other, or both, probably, where he showed, which one ranks better than the other one, but we still like to do all of them, because we like to interlink. Having just one Google property linking to another, and those two linking to another, and everything linking back, creating the spider web silo, that powers up everything, and it shoots the relevancy out to the destination, which is what we like to do. So, the way we do it is we just keep, you know, we don't do one or one file type, we do them all.
Marco: We do as many as we can and we link them all together, and then send the power wherever we want.
Bradley: Which is more diversity. Right? I mean, it seems to me, I haven't tested it, but I mean, I just, we always do every doc type that's available to us, or every file type. Okay. Let's see. We've got about four minutes. I'll give another four minutes. Roy, like I said, please, because this is a big long question and with the second part, as well, so just post that in the Facebook group, man, and tag me on it, I'm giving you permission to tag me, so that we can make sure we answer that. I might answer Columbia's real quick and then we're going to wrap it up, guys. By the way, we have Syndication Academy update webinar at 5:00 p.m., so in about 10 minutes, guys. You should have been notified via the Facebook group, because I created an event, so if you're in Syndication Academy, just go to the Facebook group, click on the events tab and you should find the event and it's going to start here in about eight minutes.
Best Structure For A Lead Gen Site
Columbia says, “Could you describe the best structure for a lead gen site and what would be careful to avoid? Do you do this under your name, or a persona? Thanks.” No. I always do everything under personas, Columbia, as I mentioned earlier in this webinar, and as I often do in many, many webinars, I try to mitigate my risk. So, I always set up a new persona for every lead gen site that set up. Then, I add myself as a manager, so I can add, for example, like I set up, for every lead gen site that I set up, guys, I set up a brand new Google account. I create a new persona, and then I create the website, and I add the Google My Business listing underneath that persona, the Google plus pages, I do all, Google Analytics, search console, tag manager, everything.
The only thing that I don't create a new account for every time is AdWords, but everything else I do. Then, what I do is I just add myself, or one of my agency profiles, like, I have an AdWords manager account that's underneath, it's basically an agency Google profile that I created specifically to run an AdWords manager account, so since I do most everything in AdWords for lead gen, now, I do some Maps SEO, but pretty much I do a ton of AdWords stuff now for lead gen, I just assign that agency profile as a manager to all my lead gen property sites, and search consoles, and analytics, and all of those, so that I can access everything from my agency profile. But, everything is owned by separate individual Google accounts.
The reason I do that, is because once again, I don't want, if at any time something happens and they decide that Google doesn't like my agency account anymore, and they shut it down, terminate it, I don't want to lose all those accounts. Right? It would suck to have my agency account shut down, but at least I would still have all my lead gen assets because they're all owned, you know, owned in air quotes, by other persona accounts. Okay. It's all about mitigating risk, guys. It's just about reducing risk to where if something bad were to happen you don't lose it all.
I don't know about you guys, but I'm not willing to take my chances and put everything underneath one account, and then end up losing it. Then, what do you do? You're left, you're stuck with nothing. You got to start all over again. At least if you do what I'm talking about, you know, you might lose an account or two, but you're not going to lose everything. Right?All right, guys. Yeah. I know. Adam started yelling at me, again. All right, guys. We're going to see everybody in Syndication Academy webinar in just a minute, hopefully. If you're not there, come join us.
Adam: Sounds good. See you guys later.
Marco: Bye, everyone.
Bradley: Thanks, everybody. We'll see you all on the next one. Any questions that didn't get answered, guys, just submit them next week, or post in some of the groups, we'll try to get to them. I cannot promise we'll get to all of them. I know I will get to Roy's, because I told him I would. We'll see you all next week. Thanks for being here. Thanks, guys.
In episode 102 of the weekly Hump Day Hangouts by Semantic Mastery, one viewer asked about the amount of content that can be changed before it does the 3-week Google dance.
The exact question was:
How much can be rewritten and changed as far as content, sidebar or outbound links on an existing page before it does the 3 week Google dance? Will changing most of a page cause only that page to jump around or does it affect the entire site?
Adam: All right. Welcome, everybody to Humpday Hangouts, episode 102. Today, is the nineteenth of October, 2016. We're happy to be here. Today we are going to keep the announcements pretty short, so we can get started getting to the questions. Real quick, we'll say hi to everybody. Chris, how's it going, man?
Chris: Good. Glad to be here.
Adam: Yeah. Hernan, how you doing?
Hernan: Hey, guys. What's up? It's really, really good to be here. I'm excited for what's coming, actually. I am really, really excited. [inaudible 00:00:29].
Adam: We get to see you, win, win.
Hernan: Definitely. You guys should get a coupon after the Hangouts.
Bradley: I don't know if I'd put that in the win column.
Adam: Marco, how's the weather, man?
Marco: Hey, man. What's up? Rain. We've been getting lots of rain. It's nice and warm, though, cannot complain. Excited. I'm really excited, today, man.
Adam: Would you say that your pumped?
Marco: I would say that I'm really, really pumped, man.
Adam: Outstanding. Hey, Bradley. Let's say hi to Bradley, and then we'll circle back around, here. How's it going Bradley?
Adam: I figured everybody doesn't get to hear you talk enough, after this, so we got to stop and say hi to you, real quick.
Adam: To make sure you're there. All right. Marco, why don't you tell us what your pumped about.
Marco: Okay. I'm really, really pumped to announce that we have this major social media machine coming to meet with Semantic Mastery men. The guys name is CT Fletcher, for those of you who don't know who he is, former power lifter, I mean, serious power lifter, champion. Right? Record setter. Just everything. Then, he had a problem with his heart, and he actually died on the operating table, not once, three times the guy dies, and he comes back. Now, he has to think things through again and start all over.
One of the things that he's done, is he's targeted social media, and just in the last three years he's grown, if you guys have seen my post, just his YouTube subscribers are over one million in three years, so imagine. This is all organically. It's not as if he's paying for ads, or running all this other stuff, this is just him doing videos, his message, connecting with people, going into Twitter, going into Instagram, going into Facebook, going into everything. What he has graciously agreed to do is to give some Semantic Mastery ninety minutes of his time, you can imagine how busy he is. Right?
I spoke to him. I spoke to his business manager, we connected. I got him to give us ninety minutes, to come and tell us how he did it, of course, share his story, but tell everyone how it was that he managed to grow his social media empire, because it's now an empire. The guy is a social media machine. You can see why I'm so geeked to have this guy come to us, and not just do the usual thing he does, also social media, but to actually come and share with us what it is he is doing behind the scenes to make his business grow. Because whatever he is doing applies across the board to whatever anyone wants to do. He has a message, and he delivers it to his audience in a way that his audience just eats it up. I'm geeked. Sorry, for taking so much time. I could take an hour to talk about this, but let me stop.
Adam: It sounds good. No. This is going to be awesome. I think we're all looking forward to it. I know I am. We were talking about it earlier. I think everybody is pretty pumped. Sorry, to keep using that, but everyone is pretty excited to do this. Right on.
Bradley: The guy is a beast, man. He's big. He's just …
Bradley: He's not just big, he's f'ing big.
Adam: Definitely. Speaking, we'll do a beast mode segway, here. Obviously, we got local kingpin coming up next week. Basically, I would have talked to Bradley about this, and why he kind of went into AdWords, and that's kind of a dirty word, sometimes with SEO's. People here are like, AdWords, you're working with the enemy, but I think this is important, and I asked you this question, earlier, Bradley, so I just want to ask it, like somebody asking you on the street, or maybe one of the students, but why did you go into AdWords for your legion business. Why did you go into AdWords for your legion business?
Bradley: Great question. Because a big portion of my business is lead generation, and I do client consulting, too, and what do I do for my clients? Well, I generate leads. That's my business. Right? Using online marketing methods. We found from my own lead gen properties as well as my clients properties that any of the clients that were ranking in maps in my own lead gen properties that were ranking in maps, didn't really get effected much by the new search engine results pages layouts. It really didn't change much as far as call volume, and most of my business is generated through phone calls, not so much web submissions, but mostly calls.
For anything that was just organic based, call volume dropped significantly, as much as sixty percent. That's because the new search engine results page is ISA, but it's newer, a lot of local queries now will have four ads at the top, above the three pack, and then there's the three pack. You go to go buy a seven listing just to get to the first organic listing. Because of that, any of my lead gen properties that weren't ranking in maps, my call volume dropped significantly and then the same thing started to happen to my clients, too.
It was just a matter of me wanting to maintain the level of income that I had been used to, and saying, okay, look, there's four ads above the maps pack, and now maps packs are showing ads. Not all of them, but a lot of map packs, or you're starting to see it more often, now, is the first position in the three pack is an ad, and then if you click on, expand to show more results, at the bottom of the three pack, you open it up, and the first listing in Google Maps is an ad.
Bradley: I said, you know, it's basically, I have to evolve with the times in order to maintain that level. You're right. AdWords has been kind of like the dark side for SEO's. To be honest with you, I never did AdWords for a couple of reasons. One, I didn't need to, because I was able to generate leads with SEO, a lot of leads with SEO, alone. Number two, because it was intimidating. I was intimidated by AdWords, there's just no doubt. I avoided using it as long as possible, but now I think it's an absolute necessity, if you're in the lead generation business to at least have a look at it, and try it. Again, if your income drops because your not able to generate as many leads, then who are you hurting by not doing AdWords?
Bradley: Yourself. I started getting into it. I've learned so much in the last few months. I've got the local kingpin training, the tagline is on demand lead generation, because what I've found is with the AdWords funnels, you can set them up, and set up an AdWords campaign and within forty-eight hours you start generating leads. Whereas SEO could take you, if you're really good, it could take you a month to start generating leads, or more likely it's going to take you three to six months to really start generating leads from SEO.
Whereas this is something you can literally set up a full AdWords funnel, local funnel, or lead gen funnel, and within forty-eight hours have that setup, your notifications, everything, and turn the traffic on, and just like that start receiving traffic. The funnel that I set up for the actual training, and I'm going to do a second one as part of an ongoing case study.
All though the local kingpin training is going to be a one time purchase, it's not a monthly, there's going to be updates for about three months. We're going to do several update webinars, because I want to do an ongoing case study, kind of like a live in real time case study for that, as well. The funnel that I set up for the training, I turned on the ads fourteen days ago, it's actually thirteen days ago, because it was Thursday, so it was thirteen days ago, and we've got thirteen leads in thirteen days. That's amazing. I mean …
Adam: That's awesome.
Bradley: Yeah. If it was SEO it would take every bit of a month or two before we would start generating those types of leads. I'm really super impressed with it. I've been fortunate enough to be able to develop, I started building out my multiple funnels for my lead gen business, and so I've got a lot of practice over the last several weeks. Maybe four to six weeks. I got a process in place. It takes some time to learn the process, but once you learn the process, you can turn these things out, very, very quickly, and the other part of is you can hire a virtual assistant for about eighty percent of the entire process can be outsourced.
Bradley: That's it.
Adam: Outstanding. Cool. Everybody, you are going to get to hear more about this next week. I wanted to answer that, we have had questions about it, and I think it's important that you hear about why Bradley started doing this. Some pretty important stuff. Also, real quick on Marco's notes on CT, we will be sending out some more information about that, but Marco posted some of his social stuff, his YouTube channel, by all means, go check it out. You'll be hearing from us with some information about where we'll be doing the interview, or the discussion, and you'll be able to show up and join. I think that's about it.
Marco: One last thing, before I forget.
Marco: Because I did say it in the announcement that I put out, today, for our one hundred and fourth episode, since we're going to be giving away prizes, one of the prizes that we will be giving away is we're going to give someone an opportunity to ask CT Fletcher a question. They will be invited, not as the webinar attendee, but actually into the group, to come in, and ask CT Fletcher a question, whatever question, just directly in person. Not only will we be handing the questions that come on, in the chat, but whoever we select can go ahead. They can start planning for it, looking forward to it. You have to attend the one hundred and fourth episode, live to be illegible to win the prize, that's the condition. There you go.
Recommend using an overlay or plugin though, or something like that to where you can make them look pretty, because the default, I guess you can install a theme, or whatever like that, but typically what I'll do with those types of sites is build a landing page that's on a different domain, or a sub-domain, or something like that, or even within Click Funnels, and just use the click funnels URL, for the landing page, and use that as an overlay, because those sites by themselves typically they look like crap. It's because there's junk content on them too, that kind of stuff. If you're using a piece of content that you added, Spintax so it can be used across hundreds, or even thousands of pages, then it's pretty much crappy content. I recommend that if you're going to use it to rank that's great, but use an overlay plugin.
Do not by all means, do not overlay your money site page on top of one of those sites, because that's cloaking, and it can get your site the indexed. Both the underlying site, and the overlay site. I know, because I've had it happen. That's why i say always build a landing page on a sub-domain, or another domain entirely, like a throw away domain, or use something like Click Funnels, or something like that, lead pages, or something. Yeah. You could still do it.
I've found that for a lot of local stuff, depending on the keywords, where I find the most success with those kind of sites, for local stuff, is if you build out the sites using a long list of long tail keywords. That you are generating a page for each long tail keyword, plus a local modifier, for all the municipalities, townships, cities, all of that around the entire service area of the business. If that makes sense. You can generate, like let's say you had a list of a hundred long tail keywords, and you had five cities, or townships, or municipalities, whatever you want to call them, that you wanted to target, then you would end up building the site, it would target all five cities times one hundred keywords for each city. It would end up being a five hundred page site. If that makes sense. That's where I found it to be the most effective. Because a lot of the short tailed stuff, they don't seem to rank as well, because local has becoming more competitive, at least in organic it is. If that makes sense. Anybody want to comment on that?
Hernan: I've taken the same route when it comes to some other plugins, like, well Lead Gadget for example or Master space creator, which would be playing a HTML sites, the reality is, whatever change that you need to do with [inaudible 00:13:58] is really cool, because it's [inaudible 00:14:01] do not need to handle databases, and those kind of things. What ever change you need to do, you need to do the website all over again. You know?
Hernan: The reality is that I've gone through not the entirely lead gen property, or renting out but rather the Amazon slash affiliate way and for me it was a complete waste of time. Because you have to be dealing with the indexing, and you need to be dealing with, I don't know, Amazon, accounts [inaudible 00:14:35], and those kinds of things which is a completely waste of time. In my opinion. If you keep it, I think if you keep it like really high quality, and again, you follow Bradley's advice, you use Serp Shaker or Lead Gadget to create the whole structure, or skeleton of the website, which will save you a ton of time, but then you go and add somebody, change the content, and et cetera, that will be much more viable approach, because each website will be much more viable to rent out, and you can actually ask more money for it, because it's not just foreign garbage over and over again. You know what I mean.
Hernan: If you go for, I don't know, three hundred pages, you know, five hundred pages, that's fine. I was doing, I don't know, thirty thousand even two, five hundred thousand pages which was really pushing it. If you keep it short and to the point, and to admin quality, I think would be fine.
Bradley: Yeah. Also, and I've done this, you can use, for example a Yelp listing, for the business, you can use that as an overlay. Right? I mean, it's better to have a landing page, because a landing page has no distractions on it, and it's got a clear call to action that literally is for local businesses, typically either make a phone call or submit a contact request form, or both. You can, if you don't have a landing page built, or whatever, and I've done it just for testing purposes, where I've gone out and built a bunch of pages with long tail keywords, trying to target areas, just to see if it would work, and in the meantime slap the Yelp listing for the business on it.
The overlay, like literally is hundreds of pages out there that when the visitor visits, it will show the Yelp page. That's just kind of a short cut, and instead of going out and building a landing page, and taking the time to do that, just try to rank the site first, and use an overlay for something like Yelp, or the Google My Business listing, or something like that. I haven't tried it with that, but why not, give it a shot, and if you start to see some results then you can always go back through and create an actual landing page to overlay instead.
Hernan: Mm-hmm (affirmative).
Bradley: All right?
Hernan: Yeah. Just another thing that I wanted to add, Bradley, that I've seen a lot of people doing this, is that they will put out big soft shaker kind of sites, and they will link back to, or use some sort of call to action, or banners, or whatever, at some point they will even do 301's, for example, when the website is ranking, I would advice against that, but if you have several feeder sites, like Serp Shaker decides that they will feed traffic into a main website …
Hernan: That main website could be very well the one that's turning visitors into leads. You know? You do not need, I mean, the main website, the main money maker, will not be, you want to be worrying about getting at the index, or whatever, because it's not …
Bradley: Because you are sending people from a banner or something instead of a direct overlay.
Bradley: Is what you are saying. Right?
Hernan: Yes. That is what I mean. Yeah.
Bradley: All right. He said, “Building links to category pages,” I've never built any links to any of those types of sites, because I always look at those as short-term sites, like I don't expect any of those sites to last for any significant amount of time, so I never do any off page site, SEO to those sites, guys. You can if you want, and I know that some people do, and that's fine, but to me I hate doing rework. I hate doing stuff that I end up losing later on, so I just never built any links. I did strictly on page stuff, and that was it. It's up to you if you want to try it, Ben, by all means, test. Okay?
[inaudible 00:18:25] Marketing, says, “Project Supremacy plugin, and yes, or no, or why?” Your call. I've only used it for the scheme of dot org, the structure data markup, and that's it. That's the only thing I've ever used it for. It was, honestly, I don't use it on most of my sites, I did it for one specific site, in particular because we were trying to force the review stars to show, and I've had nothing but trouble with that one particular site. I always add my own, Jason, I'll decode to my sites, manually, I just injected into the header, myself. I don't use it for anything else, other than that. I know a lot of people loved the plugin. I'm not saying anything bad about it, I just personally haven't used it myself, other than for that one specific purpose. I know it's kind of like a Swiss Army plugin that it does a whole bunch of stuff. Many of those features I haven't even touched. I don't know. I'll let one of you guys comment on that, if you've used it, and do you suggest it, yes or no?
Hernan: Yeah. I do. I've used it and I really like it. It's kind of like as you were saying Bradley, it's kind of like a Swiss Army knife. The reality is that for many of us that are working with, for example [inaudible 00:19:36] SEO, besides the stars rating on the [inaudible 00:19:42] data that you could put images, and all of the markup, most of the other kind of things that [inaudible 00:19:50] on that regard, but I think it's a really cool plugin. I mean, you could have your, pretty much all of your, I wouldn't say all of it, but maybe eighty or ninety percent of your SEO needs covered with that plugin. It has also a keyword research, and a keyword difficulty [inaudible 00:20:10]. I haven't used that, as much as I would like, but I think it's a really powerful [inaudible 00:20:16] they did a really good job developing it. It's a solid plugin, that's what I mean. It's not like those kind of plugins that they try to do everything, but there [inaudible 00:20:27] is not the case. This is a really solid plugin, Todd is a really good developer, and they have taken their time to do that. Yeah. I would recommend it.
Bradley: Yeah. It's your call. One of the things, guys, is I've over the years. I've gotten to the point where I'm a minimalist when it comes to WordPress, now, I try to the absolute bare minimum of plugins, because of all the issues that occur with plugins, and conflicts, and updates, and hacks, and all of that kind of shit, and slowing down of the page load, page speed, and everything else, so I really have gone, I used to buy plugins, I used to buy every damn plugin that was ever launched.
It was such a waste of time, and eighty percent of the plugins that you purchase, especially in the IM world are junk, and they don't end up being supported for any length of time. I know projects supremacy plugin is contrary to that. In other words, there's good developers behind it, and support, and they're constantly updating and improving it, but personally I'm a minimalist when comes to WordPress, now, and I try to use the absolute bare minimum of plugins, so it's just not something that I've used much of. That's a good question. I know a lot of people who are really happy with it. I know it's suppose to be a really, really great plugin.
What would be your advice? I'm thinking of saying the lead gen company has teamed up with who's getting the leads. For example, saying something like plumber pro Dallas teamed up with Bob's Plumbing. Sorry, for the long question, but it's my first time, and I would like some advice from you guys, trust me, I'm a big skeptic online, as I know most internet marketing is full of slime. Thanks you, guys for any input will help.” Okay.
Yeah. You can do that, you can say for example, there's a couple of things you can do, you can do what you just mentioned, that is certainly valid, in fact, the lead gen funnel that I set up for the local kingpin training is exactly the scenario that you're talking about, here. It's a generic name that I made, a suto brand, as I call it, and I've got the tree service contractor that is servicing those leads. He asked me the exact same question. He said, “It's kind of weird because they say, we called, and I call and say, hey, this is blah, blah, blah, what he does, now, is when he returns the call from the lead that comes in, as he says, hey, this is my name from blah, blah, blah, you submitted your details for blah, and here I'm coming out to give you an estimate, or whatever. That is my marketing website. That's what he says to cover.
I'm only doing that because I'm sharing that lead gen funnel in the local kingpin training, in other words, it will be shared with you guys. I didn't want to actually use the contractors name on that, but for a lot of my lead gen clients, guys, what I'll do is I'll build out the sites and get them ranked, or whatever with my own suto brand, and then I'll go in, and just swap out the graphics of the logo graphics and put the company, whoever the service provider ends up being, I make it their branding on the site. Does that make sense? When somebody lands on the landing page, they see the company's name. It's usually like in an image.
I won't put the company's name in text on the page, or in the SEO title, and stuff like that, because that could effect my SEO that I've done for that lead gen site, with the suto brand. What I'll do is I'll put their graphics on there. I could put a notification bar, like you can use a plugin for that, for example, a notification bar that comes up at the top of the WordPress, the webpage that has scrolling text, that says, we've changed our name, or we've partnered with, or whatever. Just put their branding on it. Does that make sense? I like to do that, because that way I still keep my site ranked, my digital assets with my suto brand kind of like underlying, but I put their branding on that site, so that when anybody lands on the site, they know that when the service provider calls the customer they're going to be familiar with that brand, already. That's just another way that you could do it.
You can do that literally with just graphics guys. You can even put a popup plug in, like an exit popup plugin, for example, on the site, that will make a big banner square popup on the page, and say, hey, all service provided by, and then the contractors name, and their logo, something like that. Okay? I totally understand. Some people, some companies are going to complain about that, so find another service provider. My point is there's plenty of contractors, especially guys, because that's the niche I work in is contracting niche. Right? There's plenty of contractors out there that are hurting for leads, and could care less what the site looks like, as long as they're getting the leads. Okay? All right.
Changes Made Before It Does The 3-Week Google Dance
Also, changing the URL slug, can make it dance, sometimes. Changing the H1 tag, which is important, that's the page opening title. Right? That can make it dance. Now, as far as changing the content, changing a few, adding, for example, a lot of the times I'll go back to old content, and add new paragraphs, because it kind of refreshes the page, and adds some new content to the page, gets it re-crawled, re-indexed, so that can actually have a positive effect. As far as, changing how much existing copies on the page, I don't really know. I don't have a number for that. Do any of you guys? Have a threshold?
Marco: No. I don't have a threshold, but I do know linked building, major changes on the page, and also no changes, it can start dancing for no reason, it's a number, it's a mousetrap. Google might assign a position to you, for whatever reason, and then all of a sudden it'll drop. It'll drop to see how you react. You cannot touch it for twenty-one days, once it does that. We've always seen this for no reason of a video, remember videos would drop and you commented a lot about this Bradley, and then all of a sudden you just left it alone, and it would come back often even stronger than before.
Marco: We were able to pinpoint that this is actually the Google Dance. We were able to give it a time frame [inaudible 00:28:14] look up, what is it? The Google Dance explained, just Google the Google Desk explained, you'll see my blog post, and you'll know what it's all about. It doesn't mean that you do have to make changes on the page, it just means that Google, for whatever reason will decide to get your stuff dancing to see how you react. Once it starts doing that you cannot do any link building or anything else other than what you normally do, or else you get sand boxed.
Bradley: Yeah. The other part of this is when changing most of a page cause only that page to jump, or does it effect the entire site? It depends, Brandon. Because it depends on how integral that page is to the rest of the site. If it's a page that has, for example, if it's one of the strongest pages on the site, that you are changing, it has a lot of inbound links, and that's where most of the sites authority comes through, or at least a large portion of the sites authority comes through that one page, then changing that page could certainly effect the entire site.
For the most part, typically it will just effect the one page, unless like I said, there is a lot of link equity flowing into that page for some particular reason, then is also feeding the rest of the other pages on the site. If that makes sense. If that's kind of like where a lot of inbound links are coming in, it just depends on how much of the overall strength of the domain is coming from that particular page. If it's a significant amount, then yes, it could effect the whole site. If it's a nominal amount, then most likely it's just going to effect that one page. Okay?
Also, like Marco said, it's usually structural changes that are going to cause any sort of structural change, so again, SEO title, URL, H1 tag, anything like that can cause the page to dance, quite a bit. As far as the actual content, the body of the content, if you were to swap out several paragraphs that could most likely change it, as well. If you're just editing a few lines, here, and there, it's probably not going to cause much change. Although it can, though, guys, it certainly can. All right. What you might want to do, Brandon, is test another page on the site, that might not be as important, and see what it does to that site. Okay?
Chris, I understand your concern, but what I was talking about specifically with using the longer phrases and that kind of stuff, using sentences, that's if you're using a tiered network. Because if you're using a branded network, and you've only got three or four blogs in that network, which would be Blogger Tumbler, WordPress, and perhaps Medium, or Weebly, one of those, or blog.com for example. Any one of those you're only looking at three or four anchored text links. What I would do is, I would go ahead and use your exact match keyword, as your internal link, which will syndicate out to the network, but it's only three or four different blog properties.
Your only getting three or four external links with that exact match, and their webbed to links, so it's not quite the same as if you were building a real strong PBN link, if you were to build four or five really strong PBN links with the exact match anchors, that could tip you past the over, beyond the over optimization scale. For the blog sites, it's not really an issue. On a two tier network, you've got to be careful, because on a two tier network, now you're looking at twelve to sixteen, depending on whether you're using three or four blogs per network, you're looking at twelve to sixteen anchor text links.
When you're using tiered networks, which I don't suggest you'd ever do, anyways, you can, we always suggest you use a tier one network, only for blog syndication. Don't worry about it. Just make sure that if you're going to continue linking from blog post to those top level category pages, or child category pages, as you say here, that you don't just hammer the same keywords over and over again. If you're going to be continually linking from your blog to those category pages make sure you vary your anchor text, and your link types. Right?
Vary your anchor text, use naked URLs, generic terms, you could also use like I've mentioned before, three different link types, you could do contextual links, which is typical, that's what most people will do, but you could also curate content from your pages or your category pages, whatever into your blog post, then you end up using like a curation, or a citation style link, where you're citing, an attribution style link, where your attributing where the content came from. Right? The source, you are attributing the source. That's the other way, and then you can also link with recommended reading, or related resources box. Those are different link 0types as well. Again, I do recommend you use exact match anchors to link to your category pages, just make sure that if you're going to hammer away on those same category pages over and over again, that you vary your anchor text, your anchor text types, and your link types. Good question, though.
Around pan to four, which I think was around April or May of 2014, that changed, it used to be that you would want to a separate page or post on your site for everyone of those keywords. That's how we used to do it. Then, it ended up becoming a negative ranking factor, because they're two similar, those queries, or those terms are too similar, and so you end up with what Google determines. It's like duplicate content, because they're so similar that they really don't deserve their own pages of content. They could all be combined into one.
What you might want to do is create a page, and with this particular example, you might just want to create a page with questions to ask a girl, and then have literally a Q and A page, because then you can work all those keywords in there, and actually answer them, and that would be like an actual valuable piece of content based upon queries out there that people are searching for. Right? That would probably end up speaking to the hummingbird algorithm too, and mobile, as well. Because those are full text queries. Right? No. I would put them all on one page. Absolutely. You don't need to do that. Guys, just think about it, you got to think about, does it look spamy, and if you had multiple pages or posts on the site that are only slightly different, then, yeah, that certainly looks spamy. Just try to think about it logically. Does it look spamy, if so, if you think it would seem spamy, just don't do it. All right.
“Same question goes for ranking videos for these keywords,” videos are different, because now you are talking about using YouTube, which is a Google property. That's a bit different. Those rules are different, guys. A lot of difference between money sites, and YouTube. Videos are easier and cheaper to make for separate videos as far as you can just spin content and description, wherefore a site you would need unique content for each page, it would be far more expensive, but I totally agree Scott. Scott, yeah, you can spam with videos, a hell of a lot easier and get away with a hell of a lot more. I wouldn't do that to a money site, though. Okay.
Bradley: Yeah. I tried. I knew you were going to say it, Marco. Yeah. RYS Academy works really, really well for local. It's not a silver bullet, because it's not something that works a hundred percent at a time, every time. It's consistently, it's like our secret sauce for ranking and maps is to employ a drive stack. Right. That is something that we've talked about. Look, you can buy RYS Academy, or join RYS Academy, and learn how to do it yourself, or you can just buy done for you drive stacks from us and not even go through the whole trouble of learning how to do it yourself. It's up to you. If you're the do it yourself or you are going to want to join the academy, if you just want the results, without having to learn how to do it, and put the work in the do it, then just order them from us.
I mean, I don't build my own drive stacks, are you kidding? I only built a handful of drive stacks in my entire life, and it's only because I did it for training purposes, for others. We have a virtual assistant that builds our drive stacks, who is absolutely amazing. The guy is a machine, and the stacks that he builds are freaking beautiful. He does it quickly. For the cost that you guys can by drive stacks, man, it's hands down the way to go, in my opinion. Marco, you want to pitch that a little more, man? Because I think I did a pretty good job.
Marco: No, dude. Nine months of being inside there playing with files and folders, and everything that you can do, and moving it up and down and all around, I don't want to go in there, again, man.
Marco: I don't do it. That's why we hire and trained our VA to do the best job possible. We found the best guy for the job, and now he does it, so we that we don't have to.
Bradley: He's amazing.
Marco: He's fabulous. The quality. Gsites, if you guys have seen Gsites they suck. Right? There's very little that he could do with them, but he does some awesome stuff with them, man. He actually makes them look really good.
Bradley: Yeah. He does. He just did one for the local kingpin training, the upgrade it's called Maps Kingpin, and so I implemented a drive stack for that, and had our guy build the stack for me, and he got it back to me like within twenty-four hours. Of course, I'm one of his bosses, but he got it back to me in about twenty-four hours and I posted it in our slack box, and I was like, wow, he's an artist. This is beautiful. I was really, really impressed. Definitely check it out. Rob is next, “With the blog on a sub-domain with an IFTTT syndication network that has internal links over to the main domain, any recommendations for linking best practice, since they are not actual internal links?” No. I wouldn't worry about it, Rob.
I mean, the way I look at it if you have a blog on a sub-domain, of a main money site, the way I look at it, is it's still isn't an internal link. I know it's technically not, but since it's part of the same domain, I still consider it as an internal link. I treat them as such. Now, I wouldn't hammer away, just like I mentioned to Scott, I guess it was, or Chris, or whoever I was just talking about with anchor text. You don't want to just keep hammering away with the same anchor text, over and over again. There's no doubt you want to vary your anchor text, your anchor text type, and your link type. I still treat blogs on sub-domains as part of the money site. That's just how I do it. If anyone of you guys have any other opinions, I'd like to hear them.
Hernan: Sorry. I was muted. Yeah. I do it the same way. I treat sub-domains as part of the main money site. Yeah. I just usually use the same IFTTT because you want to keep everything as branded as possible. The more content you're feeding to that, usually the better.
Bradley: Yeah. If I'm using a sub-domain as an entirely separate site, like different branding, and everything else, then of course, you wouldn't be linking to the root, anyways, unless there was a reason for it. In which case I would treat it as an external link. When the blog is branded like the root, then it's pretty apparent, it's pretty clear that it's just a blog on a sub-domain. For example, if you have an eCommerce store, or site on the root domain, and you want to put a WordPress blog on a sub-domain, and it's blog.myecomstore.com, then since it's the same branding, and I'm linking from the sub-domain blog post up to the root domain, I don't treat it as an external link, I treat it as an internal link, but if it was a separate site, entirely, like different branding, different category, topics, and all that kind of stuff, then I would treat it as an external link, then. That was a good question, too, Rob.
Drip Feeding Tier Links For 14 Days For A 6-Day-Old Stack
Marco: I always tell people test. My standard answer is this is something that you should test. We have abused them, I mean we've done [inaudible 00:42:09]. We've done [inaudible 00:42:11], just a whole bunch of crap to it, and nothings happened. That is not to say that tomorrow it won't change.
Bradley: That's true.
Marco: Take that with a grain of salt. Right now, hammer it. As a matter of fact jackhammer SEO.
Bradley: Yeah. I love Kevin's approach, though, man, that's awesome. He's not holding back. He's CT Fletchering it.
Adam: That's awesome.
Setting Up Syndwire To Send Some Social Signals To A Tier 1 YouTube Network
I'm not sure what that means. Because you asked about YouTube channels, as far as I can tell you're just asking, okay, money site, branded network, what type should you have branded or persona based, tier two? I say persona. YouTube, as your trigger. Branded tier one network, should you have persona or branded tier two? I say, persona. Okay. I mean, that's the bulk of them, anyways. If you want to mix some branded stuff in there, you certainly can, but, again, I would just stick with persona.
The ones that I cared about she would go out and create an account with that persona brand, or that persona profile for all of those accounts and then she would interlink all of them, and theme that network. Theme that persona around a particular category, like, construction, or health and wellness, or whatever, something like that. Then, I would group persona profiles together. Let's say she built twenty profile personas each with their own set of accounts, and they were all for the construction and home services industry. I would put all of them in a single Syndwire group, so that when I went to go make a post, I could just select that group, and I could push out to all twenty of those properties, those twenty profiles, which might have fifteen or twenty properties per profile. If that makes sense. They would all be themed.
I just had one of our IFTTT builders do it. I don't know of any [inaudible 00:46:14]. I never purchased a gig from anybody for Syndwire. I just had one of our own internal network builders do it. Personally, I couldn't suggest any. What I would recommend that you do is potentially hire your own virtual assistant, and train them the way that you want them to build it, because that's going to be your most cost effective, and if you're a heavy user of SyndWire, you're probably going to want somebody, essentially a virtual assistant on your payroll that can build them for you, because I know accounts do get shut down, and that kind of stuff. All right.
Yeah. I got the point with the big flashing warning, Adam.
Adam: I thought it would be a little bit more obvious this way.
Possible Reasons Why A GMB Listing Is Not Saving The Updates You Made
Ethan, Ethan Rocker, says, “Hey. I keep on running into a frustrating problem when creating my Google My Business listing.” Okay. I read this earlier. I don't have any advice for you, Ethan, I'm sorry. That's something that I would reach out to Google My Business support for, and find out if they can help you. A lot of times they can, in fact, Wayne Clayton pointed me to a help file for Google My Business the other day, that I found to be really cool. I guess, Google stepped up their game. Let me see if I can find this, real quick. This one here, I believe. Yeah. This is it.
All right. I'm going to drop this link on the page. This is how you can contact Google My Business, and tell them you are having an issue, and explain to them what the hell the issue is, and they'll contact you via email, or whatever, or possibly by phone. You can tell them which one you want, and ask them what the problem is. Hopefully it's not a spam site. If it is, I didn't fill this out, because I was having issues getting a verification card for one of my lead gen properties, and I did not fill this out, because I didn't want some Google rep poking around, and investigating a little bit further, if you know what I mean. If it's a real business, then I would have no problem at all contacting their support. Okay. Just keep that in mind. I don't know of any other thing to tell you about that, Ethan, I apologize. This is G and B help.
We almost got all the questions, today. Almost. Okay. Regarding G and B listings it is recommended to check the box, is it recommended to check the box? I delivered goods and services to my customer at their location for all niches? No, Ethan. I have a few drug rehab sites and I'm not sure if that would be relevant. No, Ethan, if you, okay, think of it this way, if it's a service based business, where the business serves the customer at the customer location, then you would want to check that box, because that basically removes your street address from the maps. If you don't serve, if customers don't ever come to your location, then that is by Google's own terms of service, that's how you're suppose to set the listing up. In other words, if it's a plumber, and the plumber always goes to the customers house, or business, whatever, the customer location, there's probably never a time where the customer is going to come to the plumbing company's location. Right?
You would check that box and it would basically remove your street address from maps, but it would still show your city, your contact information, everything else. If you've got a point of sale. A business, where customers make a transaction at your location, or they come to your location to pick up stuff, or whatever, then you're going to not check that box, and leave your street address. Does that make sense?
That's why I like for my lead gen properties, again, I deal pretty much exclusively with contractors and they're pretty much all service based where they go to the customer location, so I never, I always check that box to where it removes my street address from the maps, because most of the time they're virtual mailboxes, anyways. I don't want that address shown in Google Maps, it doesn't make sense, nobody is going to click driving directions to go to a virtual mailbox for a plumber. Does that make sense? Again, just think about it, do you have a point of sale? If you have a point of sale, leave the address showing. If you don't have a point of sale, there's really no need. If the business goes to the customer location, then you can remove that, or check that box. Okay.
Greg, we got four more minutes, guys, right? We got four more minutes or am I suppose to wrap it up, now?
Adam: You should be wrapping it up, but yeah, let's just roll through these.
Honestly, that's all I would do, is I would test it. I'm not sure. I mean, again, personally I've said this a thousand times, I'll say it one more time, now, and then I'll say it ten more times next week. I would just do a standard tier one blog syndication network, and that's it. That's all I do for my money sites, now, guys, is one, branded tier network. That's it. Okay. If you want to do other things, what you are talking about, here, Greg, again, you'd have to test it, because I just don't know.
Without me testing, I'm not going to give you some bullshit answer. You know what I mean? I would have to test that, and I'm not going to set up a test for that, because like I said, I always just use a branded tier one network, because it's the safest. It makes sense. Right. Again, if you want to continue using additional blogs, if that's your strategy then hey, great that's awesome, man. It's good to see you taking initiative to do your own thing. Just continue, I would test with maybe with another site. If it's a money site, that you're counting on ranking, or whatever. If it's important to you, then I would test it on a test site, first, and see what kind of results you get from that method. All right.
“If I keep them, should I leave the existing full posts that are already on them, or change those to two paragraph snippets? Thanks.” Again, I don't know. I cannot answer that, Greg. I am sorry. I wish I could, but honestly like I said, I can only give you the advice of what I do, and what I do is just a branded tier one rank for money sites. That's it. All right.
Hernan: Yeah. I was about to say, you can go to Theme Forest, and order them for most popular, and you will find avatar, I think the X theme, or something like that, and then you will find, Thrive Themes, it's a good one.
Bradley: Yeah. Thrive is good. Yes. I agree with that.
Hernan: Thrive is good. Genesis. DV, is another good one. There you have a bunch to go about, and they're not that complex because the more beautiful the theme, the less it works for SEO, so have that in mind.
Bradley: Yeah. I mean, like I said, I'm more of a minimalist now, when it comes to WordPress guys, like I try to knock out a site as quickly as possible, using the least amount of plugins. I don't like spending a lot of time on WordPress, and now, I'm using Click Funnels for even my websites, basically. I mean other than if I have to have a blog and a syndication network, which I do for a lot of stuff, then I'm certainly using WordPress, but yeah, I mean, I agree with Hernan, and Thrive Themes are really good themes, too. I haven't used them a whole lot, I use more of their plugins, landing pages, and content builder plugins and stuff, but I know that they've got some pretty good stuff.
Okay. Cool. Four, fifty-five on the money. We got to all the questions. That was like a match made in heaven. All right, guys. Thanks for everybody, being here. We will see master class members in about five minutes.
Bradley: Don't forget Local Kingpin, next Tuesday.
Update: After much asking we have decided to go ahead and make an exclusive 1 hour free webinar about how to avoid the Google Dance and a new way of building backlinks that's breaking the market. Click here to register!
One of the Semantic Mastery partners, Hernan Vazquez, posted in our G+ MasterMIND group a couple of weeks ago. The post included a link to a DiggityMarketing article which talked about three reasons why your rankings could be showing negative movement.
I am not sure if all of our MM members got around to reading the post or if they realized the implications of the post. So I wanted to do a fairly thorough follow up for our membership and followers.
First of all, we've already come to expect movement in the SERPs after making changes on a property. It also happens during or after a link building campaign. It can also happen for what seems like no reason at all.
We call it the Google dance. However, the patent itself puts a name and face on the “dance”:
I must admit that I am a Google patent geek. I have spent hundreds (maybe thousands of hours) researching G patents and trying to extract as much information from them as possible in order to try to understand why.
I feel like a reporter sometimes because I am constantly asking “how” and especially “why”? I already know who, what, where and when. It's the last two that consume most of my time.
But the title of this patent and its Summary say everything you need to need to know. The patent is titled “Changing a rank of a document by applying a rank transition function.” I suggest going to the patent and reading the Summary and Detailed Description so you can see the scope of what Google is doing for yourselves.
Don't gloss over this section!
Of the utmost importance to us is what I will call the 20/70 rule, which you will find in FIG. 7 within the Detailed Description of the patent.
FIG. 7 is an exemplary time-response graph illustrating the influence of changes in link-based information on the rank of a document according to this other implementation consistent with the principles of the invention. As shown in FIG. 7, the rank of a document may initially decrease in response to a positive change in its link-based information. After a period of time, the document's rank might rise to its new steady state (target) value. Like FIG. 6, the time line shown in FIG. 7 may be represented in days in one implementation consistent with the principles of the invention. In other words, the document's rank may decrease for a period of approximately 20 days before settling in on its new steady state (target) value (e.g., 1.0 in FIG. 7) in approximately 70 days after a positive change in its link-based information.
While two exemplary rank transition functions have been described above, implementations consistent with the principles of the invention are not limited to these transition functions. In other implementations, transition functions based on time delays, pre-computed piecewise time-series, or a process that examines time after a change and indicates no effect, positive effect, or negative effect may alternatively or additionally be used.
Let's break it down:
An exemplary time-response graph illustrating the influence of changes in link-based information on the rank of a document.
Yes, it's all about links and will remain this way for the foreseeable future – even the latest Ranking Score patent and the Trust Rank patents and algos, which take trust and topical trust metrics into account, are all about links.
In other words, you build links and Google looks at the links you build and their frequency, trust, authority and whatever other metrics it can gather.
As shown in FIG. 7, the rank of a document may initially decrease in response to a positive change in its link-based information.
Once again: LINKS! Now let me expound on this because this is where it gets fun. You set a regular schedule for whatever it is you're going to do to get your website ranking for in your niche.
Then you power up your link building. You're moving along, the property is ranking well, then it suddenly drops instead of moving up in the SERPs.
What do SEO’s generally do?
They add content, edit content, move content, hit the property with more links, then go and do some more on page and off page, change titles descriptions and anything else they can do to recover lost rankings.
After a period of time, the document's rank might rise to its new steady state (target) value.
Make sure you pay attention to #3 because you're being told right in the patent that the “document might rise to its new steady state (target) value.” We've all seen properties that ranked well suddenly drop and then come back ranking even better.
At Semantic Mastery, we've often discussed the “Google Dance.” We have said time after time that you simply need to let things “stew” for a while. We've been speaking from experience and testing.
You have to remember that we are in the trenches on a day-to-day basis. We don't just speak about clients, web properties, rankings, SEO and Online Marketing. We live it.
I missed it
Although I have spent an inordinate amount of time researching Google patents, I had not run across this particular patent.
In fact, the one that I had been looking into was an earlier patent (http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&r=1&f=G&l=50&d=PALL&S1=08244722&OS=PN/08244722&RS=PN/08244722) titled “Ranking documents”.
Although this patent also has the “20/70” rule, it completely escaped my attention. If you look at the patent, you can see that information about the Google Dance has been available since August 14, 2012.
Take a good look at the actual filing date! Google has had a way of identifying ranking manipulation by SEO's since June 30, 2005. But those were the glory days of SEO and we could get away with murder back then. However, Big G was already onto the game and cooking up a very sneaky way to build a better mouse trap and catch us in the act.
[T]he document's rank may decrease for a period of approximately 20 days before settling in on its new steady state.
Simply stated, SEO's would hit a web property with links, on page, off page or “any means necessary” and G would rank it. Then we’d see the Google Dance, meaning that Big G would drop what you had ranked from the SERPs (for no reason at all it seemed to us at Semantic Mastery). It was just G randomness in action is the way we looked at it.
Buy we knew well enough to continue just as before. If we already had a steady schedule we were following to rank a property, we knew well enough not to veer from it.
We would also rank a property and simply leave it alone. It would hit the SERPs, drop off, then come back even stronger.
There were times when we would see our properties settle on the second page and not move. But we knew that all we had to do was continue with our schedule.
As you can see, there isn't anything random or coincidental at work. The dance or drop in rankings was done purposely to check and see if there was any unusual linking activity during the period of the drop – 20 days according to the patent. From start (ranking the document) to finish (end of the dance), the process can take up to 70 days – longer if you hit the property while it's dancing.
Now we have a definitive duration for the Google Dance!
You go in and rank a property (Profile, Free blog, Self-hosted blog, YouTube video, what-have-you) and it hits high and maybe even page 1 bottom 5. You don't like that position of course since you know top 3 is where the most action happens. You set a schedule for your silos to be built out, get after niche keyword targets, do some link building, etc. But it doesn't budge or it “flatlines”, suddenly can't be found, and you go into “WTF did I just do?” mode.
What should you do?
Main thing is: DON'T PANIC! You do nothing except what you have been doing all along. You now know you're in G's cross hairs. This doesn't mean that your entire property is going to be penalized if you veer from your script. It does mean, however, that your rankings can and will get sandboxed during this time if any activity other than normal is detected, and you are going to have a very difficult time getting your rankings back.
This is what we have been saying at Semantic Mastery from day 1 without really knowing this patent existed.
This Humpday Video talks about the Google Dance in detail at around the 16 minute mark:
We knew from testing and experience that a property would start to dance and then come back to the original or better position. We also knew from testing and experience that this process could take one month to six weeks. And we knew that it could even take longer, but we also knew enough to just let things be.
SEO's are an impatient, panicky lot:
If rankings move just one spot down, there's a scramble to correct it.
If G says there's an update, then the world is coming to an end and SEO’s start running around, complaining and looking for answers that aren't yet available.
If a property starts dancing, it must be stopped and corrected at all costs.
If something isn't ranking, throw the book at it.
If it still isn't ranking, more is better.
And it's all wrong, according to the patent.
Again, if you're an SEO, what should you do when your property starts dancing? Do nothing other than what's already on your schedule.
For those of you who know me, I have been at this game for well-over a decade. The only people I know who have survived and thrived in this game for at least a decade and much longer are those who have learned to wait.
If you can't wait things out, you get found out, your rankings drop, your clients leave and you're out of the SEO game. I know it's difficult to wait when you have clients calling you at all hours and telling you they want rankings NOW! But you have to learn to play the waiting game or your client will have NO rankings and you will have NO work!
So wait; everything will begin to settle and clear. Now you analyze, ask how and why, and test – but NOT on anything you care about losing. If you're testing on client sites or your own money sites, you're creating a recipe for disaster.
Now test again and analyze. Meanwhile, those who have panicked and continued throwing everything at their properties in the hopes of recovering their rankings will never be seen or heard from again. This leaves you a better playing field with less competition and much less work to do deliver results or get the rankings you want.
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