Data Feed SEO for Affiliates by Will Critchlow
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Data Feed SEO for Affiliates by Will Critchlow
- 1. Data Feed SEO A4uexpo London, October 2010 Will Critchlow
- 2. Data Feeds Are Not Unique
- 4. Unique Content Matrix Uniqeness Site Strength
- 6. Case Study “Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”
- 9. User “Generated” Content Mozenda
- 10. Building quick & dirty SEO ToolsA Cheat Sheet & Inspiration Sources Magic Horsepower APIs (more on programmable web) AdWords – Keywords Alchemy – Structured data & text Bing – Search, news, spelling Evri – Sentiment and popularity Face.com – Face detection Facebook – Social graph Google Analytics – Visitor data Hostip – Geo data LinkedIn – Professional data Pingdom – Website uptime Postrank (1, 2, 3) – real-time & influence Rapleaf – Social media profiles Twitter – Real time and social ... And of course: Linkscape – Links YQL – Yahoo! Query Language select * from html where url=“<url>" and xpath=“<xpath>“ select * from html where url=“<url>" select * from feed where url=“<url>” select * from search.web where query = “<query>" Crawlers / Scrapers Mozenda 80legs Google App Engine Amazon Web Services Human Touch Amazon Mechanical Turk Smartsheet(interface to Mechanical Turk) oDesk Python Since Python is the language of Google App Engine, here is how you can use YQL easily within Python: Download source – extract to yql folder within your application import yql y = yql.Public() result = y.execute(“<yql query>”) xpath(more examples) /foo – the element ‘foo’ //bar – all elements ‘bar’ foo/bar – all bar elements children of foo foo//bar – bar arbitrary levels below foo foo/*/bar – bar grandchildren of foo foo/* - all children elements of foo foo/@bar – bar attribute on foo foo/[@bar] – foo with bar attributes foo/[@bar=baz] – where attribute=baz Data (more on infochimps) Data.gov – US government data Data.gov.uk – UK government data Delicious list – from Peter Skomoroch Google Public Data - Directory Guardian – content and data World Bank – finance, health, etc. 80legs – prepackaged crawl data By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org
- 13. Tags
- 14. Testimonials
- 16. Context Is Key Google News: Google likes alternative facts Lyrics: Never considered duplicate content Context is key Look to stand out from your competitors “Use a source of content that’s not unique, but that no-one else in your space is using”
- 17. Manipulate & Clean Your Data “Kingston DataTraveler 101 USB flash drive - 4 GB – Cyan” “Kingston USB memory stick 4gb” vs
- 18. Of Course, Links Always Win http://www.seobook.com/black-hat-seo-case-study
- 19. Manual Reviews – aka “Hand Jobs” Check out the quality rater guidelines “Add value to users” “Relevant” These are subjective!!
- 27. Will Critchlow
Editor's Notes
- Not just talking about the affiliate penalty, but the big challenge with data feeds is to differentiate.Typically we’re looking to make the site be unique, and as a consequence get unique content too.
- Two causes of the affiliate penalty. Algorithms and people.
- This is the classical model of unique content. People think of unique content in terms of absolutes.
- However, the truth is much more complicated. Unique content is a sliding scale.You can have unique content duplicated across your own site, you can mash up public information.Pages can be combinations of unique and non-unique content.
- User generated content is awesome. But hard to get hold of without a community.
- Ways of getting content from “users”.
- Ways of getting content from users on other sites. Or mashing up content from sites behind login walls etc.
- A springboard of ideas for building your own tools and mashups.
- Content generated by users, but they didn’t imagine it would make it onto the site.E.g. “queries used to find this page”
- Talking about the conversation you had with Chewie – how it’s not just about unique content, but about
- Example keyword on the left pulled from anamazon feed. Keyword on the right what people search for.Perform keyword research intelligently and group/theme your keywords so that the products you’re fed match up with what people search for.
- You can be unique, by having non-unique content and displaying it in valuable ways.