Domain, Subdomain and Subdirectory for SEO

I want a WordPress Blog for my Website

Whatever your business may be, chances are you have a website that is developed that promotes your business or, in some cases, is your business. More often than not, the website developed is managed by the development or engineering team, and to be able to add pages, edit content, or get any changes done for the website is a development process (whether it be a waterfall or agile project flow) that can take days, weeks, or even months to see any progress on. Even most content management systems reside on a server that doesn't allow for a blog like scenario that the marketing or public relations team can easily update quickly. This is where most companies will turn to WordPress. Wordpress is easy to install, fully customizable, easy to edit, easy to update, and is virtually impossible to screw up.

"You'll Have to Put It On a Subdomain" ...WRONG!

Bad for users - Bad for SEO

I have personally experienced the scenario of coming into a company that had already been through the discussion on setting up a WordPress website on another host than where the rest of the website exists. What the people involved at the time advised the company to do is set up a subdomain of their website and link to it in the top navigation. When users click the link in the navigation they go from www.thewebsiteinquestion.com to blog.thewebsiteinquestion.com. Sadly, when doing this, the blog will often look entirely different than the website. Not to mention that the content that is being written (often for SEO) is supporting just the subdomain and not the entire website.

A great example of a larger company using WordPress as a blog that looks completely different from the website is Twitter. Yes, the famous means of microblogging and staying connected with others through quick updates, images, videos, and links has a blog that resides on a subdomain and doesn't look anything like the website.
Not only is this a poor user experience, but the content on the subdomain is counted for the subdomain as it's own website, and does not support the main domain. One way to quickly rectify this for SEO is to have links from inner pages pointing from the subdomain to the website and from the website back to the subdomain where the pages all are similar to one another. Unfortunately, this just isn't the most ideal for the user especially when the website and the blog don't behave in a seamless way, and Google has been cracking down on linking both externally and internally. If not properly or carefully executed the website could inadvertently be flagged as trying to trick Google.

My recommendation, as with most white hat SEOs, is to have the blog reside in a subdirectory of the website rather than on the subdomain. In addition, the blog should look and act just as the website does.

Subdomains are aren't Fine for SEO

When you make the decision to have your WordPress blog reside in a subdirectory of your website you might get some push-back from developers or some of the people on the engineering (or possibly other) team. Working with one of my client's recently I was referenced the YouTube video by Matt Cutts (former Head of Spam Team at Google) in which he states that using subdomains for a website is just fine. My response was a bit of a lengthy one in which I cited a few trusted resources that supported the benefits that having a blog on a subdirectory have.

While most SEOs are familiar with the video of Matt Cutts, it is from 2012 (a few years ago). Rand Fishkin of Moz.com talked about this in his more recent video this year (2015):
https://moz.com/blog/subdomains-vs-subfolders-rel-canonical-vs-301-how-to-structure-links-optimally-for-seo-whiteboard-friday

He states: "You're asking, "Should I put my content on a subdomain, or should I put it in a subfolder?" Subdomains can be kind of interesting sometimes because there's a lot less technical hurdles a lot of the time. You don't need to get your engineering staff or development staff involved in putting those on there. From a technical operations perspective, some things might be easier, but from an SEO perspective this can be very dangerous."

In addition he says "I can't tell you how many times we've seen and we've actually tested ourselves by first putting content on a subdomain and then moving it back over to the main domain with Moz. We've done that three times over that past two years. Each time we've seen a considerable boost in rankings and in search traffic, both long tail and head of the demand curve to these, and we're not alone."

An article I have found that supports the subdomain question:
https://iwantmyname.com/blog/2015/01/seo-penalties-of-moving-our-blog-to-a-subdomain.html 
...and yet another example of a site seeing improvement after changing to a subdirectory: ​http://www.bloggingflail.com/subdomains-vs-subdirectories-seo/

"I went from somewhere out of the top 100, and I know for a fact I wasn’t even in the top 200, to being number 57 in the SERP’s simply by changing from a subdomain to a subdirectory.  Everything else related to my site remained constant.​"

Championing the work through is usually 90% of the work when getting the WordPress blog into a subdirectory. As Rand mentions in his video it is much easier to just add a subdomain and point it to whatever is hosting the WordPress site. Unfortunately the implications of the WordPress blog residing on the subdomain rather than in a subfolder of the website is too great to take the easy way out. Using the above articles to help state your case and to continue to persevere through the challenges of those pushing back will get you to where you need to go, and the site will be successful as the end result.

Two Hosts - One Website

In the case where the WordPress blog has to be hosted on a different server and IP than the rest of the site, there is a process to take that will show a seamless website under the same domain. I have completed this task several times now and now have it down to a streamlined process (discussions to state benefits for SEO and all). I will tell you that if you do not have the technical background to understand some (or all) of this process, don't feel you should as it has baffled every developer, CTO, Engineer, and even some of the most genius of individuals I have worked with each time I do this.

Step One - Set Up WordPress Blog

Whether there is an existing blog that the website links to on a subdomain, or the blog doesn't exist yet, you want to set up a hosting account and install the WordPress blog under a subdomain. You will eventually point your new subdirectory to resolve to the subdomain, but for now you want everything on your WordPress blog to look and act as if it was a part of the website. A great example of a successful separate WordPress blog to website is the usedcars.com advice section. I worked for ADP managing the usedcars.com website SEO, SEM, Social, and Analytics from 2012 to 2014. Upon my first arrival the previous social media manager has worked with the agency to create a WordPress blog that the agency hosted and had designed. Unfortunately the WordPress blog looked nothing like the rest of the website, it resided on a server nowhere near ADPs servers, and it was in a completely different language from the rest of the site. You see, usedcars.com was/is hosted on Windows servers and written in .NET. WordPress is written in PHP using Apache.

This is what the usedcars.com homepage looked like in 2012

This is the blog that the user would go to when clicking the link in the top navigation of the site. 

The site had a lot more issues going on with it that were bigger than the blog being on a subdomain could solve. However, the strategy of moving the blog to the site and it being a part of the site was on my list of things to do for SEO.

In this case the idea was to have a sort of "advice" section with car buying tips, ownership tips, and so on. So we decided to have the URL www.usedcars.com/advice be the new home page of the WordPress blog.

In this case the blog had so very little traffic to it (we're talking just a few hundred a day) that I started work on developing a custom theme for the WordPress blog that looked and acted much like the website.

The usedcars.com homepage

The WordPress blog with custom theme

Now that the blog that was hosted on blog.usedcars.com looked just like the website it was time to get the blog to show up when someone would go to usedcars.com/advice, and all of the pages within to work under that subdirectory.

Note: in the case for usedcars.com we wanted the WordPress blog to be hosted on ADP servers where the site could be managed by the company and be more secure. So the process of moving the files needed to take place before rewriting the URL. Since this is not a usual case, I am skipping that part and going straight to the URL rewrite.

Step Two - Rewriting the URL

When discussing the strategy of rewriting the URL I often find myself having to explain how the URL behaves to those that aren't quite technically inclined, and find myself having to correct those technically inclined that it is not a redirect.

When working with others and to help you understand what a rewrite is let's first cover the difference between the two.

Redirect vs Rewrite - What's the Difference?

Redirect
When a user visits a website from a browser, that browser is hitting the server that the website resides on. The server will return a series of codes when that happens. Among those codes is the common "404" error you often see when you come to a page that doesn't exist, but more commonly is the "200" code that tells the browser it is okay and shows the page. The code we are talking about here is the "301" redirect code. This is telling the browser that the URL that is being accessed has moved to a completely different URL and then send the browser to that new URL. For example - click on this link: http://jennmathewsconsulting.com/that-301-redirect-goes-to/. Notice how the URL in the address bar changes to http://jennmathewsconsulting.com/301-redirect/

The redirect is what we call "client side" meaning that it is the browser on the computer of the user (or client) that creates the action, and the URL will always change in the browser as a result.

Other types of redirects:

• 302 – Found 
• 303 – See Other 
• 307 - Temporary

The page request flow goes like this:

1. The browser requests a page
2. The server responds with a redirect status code
3. The browser makes a second request to the new URL
4. The server responds to the new URL and displays the page

Rewrite
When talking about rewriting the URL the behavior of the page is completely different. A rewrite is on what we call "server side" side meaning that the response happening when the page is requested is happening on the server. With a rewrite the browser is going to a URL and the URL stays bringing up the files that reside under a different URL, but stays the same. For example take a look at our client's blog we created for them under https://health2.drinkhint.com/. When you click through the links you will notice that the subdomain stays the same. This is the subdomain where the WordPress blog resides. Then go to https://www.drinkhint.com/health/ and you will see that the homepage and all the pages are exactly the same. The https://www.drinkhint.com/health/ URL is rewriting to the files at https://health2.drinkhint.com/ telling the user and the search engines that the blog for https://www.drinkhint.com/ is located in the subdirectory /health/.

The page request flow for this works as follows: 

1. The browser requests a page
2. The URL Rewrite then rewrites the URL and makes the request for the updated page

Everything is happening on the server side, and completely friendly for SEO.

How to Setup an SEO Friendly Rewrite

There are quite a few steps to get to this point where the URL is staying the same while clicking through the site and the CSS, JSS and Images from WordPress are pulling in correctly.

1) Relative URLs - The first step in rewriting is setting up WordPress to have relative URLs for images and stylesheets. A couple of recommended plugins can make this job an easy one.

1. Relative Image URLs
2. Relative URL

You may also need to add a few lines of code to your htaccess file in addition to the plugins, but these should get you to where you need to be.

2) htaccess Rewrite - The next step is to add a few lines of code to your htaccess file on the server that your main website is hosted. It won't work if you add it to the WordPress htaccess since the URL that will be rewritten is the main domain and if you're reading this chances are your WordPress blog is not on the same hosting as your main domain.

The code that needs to be added to the main domain's htacces on the server:

RewriteEngine On
RewriteBase /
RewriteRule ^blog/(.*)$ http://blog.yoursite.com/$1 [P]

Note that the "^blog/" part of the code is the subdirectory you would like your blog to be on and the "http://blog.yoursite.com/$1" part is the subdomain that your WordPress blog is currently on. My two examples I used earlier are the http://blog.usedcars.com (usedcars.com is on a .net platform and WordPress on Apache) andhttps://health2.drinkhint.com (drinkhint.com is on an apache eCommerce CMS and the WordPress is on another hosting platform). You can read more about rewrites at apache.org.

3) Redirecting Traffic - the next step you will most likely need to make is redirecting traffic to your blog. Each server is different, and every blog is different, so explaining this part in detail is a bit more complicated to cover all of the different scenarios. Apache servers have a means to set up a proxy.

This part is best left to the experts to manage for you, or you can always ask myself and my team to help you through the process since we have done it a few times we can usually determine what steps need to be taken fairly quickly, or troubleshoot if needed.

4) WordPress General Settings - Lastly you will want to check your WordPress Address (URL) and Site Address (URL) in your WordPress Admin General Settings. The URL doesn't always need to be set, but in some cases just the Site Address (URL) will need to be set to your subdirectory. Once again, I suggest having an expert help you with this part as you can run into issues with redirect loops and/or URLs just not working.

If you follow each one of these steps and you are still having issues, or you need help with getting through the steps, you can always count on myself and my team to help you through the process. As you can see, the impossible task of getting a subdirectory to rewrite on a completely different WordPress host on a separate server is doable.

Update: SEO Issues - is it Penguin? Is it Panda? or is it me?

It was a little over a year ago that I posted the "SEO Issues - is it Penguin? Is it Panda? or is it me?" in which I detailed out the struggles I had faced with recovering a website that had been hit hard by Penguin and Panda updates. I had first identified which section of the site that was hit the most, and presented my findings to the head of the corporation's division. 

In the months that followed, there were projects quickly rolled out that were designed to fix the site, and to recover the traffic that was lost. After months of the site losing traffic and still getting penalized there was a light at the end of the tunnel in recovered traffic just before I wrote and published the blog post.

I am sure a lot of you who have read the article are wondering where the site is today. Sure, a quick hockey stick of recovered traffic is great, but did that traffic hold throughout the year? 

I am happy to report that traffic has held:

Traffic continued to grow throughout January 2013 (just after the jump in traffic in November 2012) and through February. The industry the site is in sees an overall rise in traffic and consumer interest to purchase from the last week of December through February with a downtrend through the rest of the year every year. While we saw the site follow this trend, in July we saw a boost in traffic. After careful research, it was determined that a Google Panda update confirmed on July 24th was the boost we needed. Ironically, what had taken the site down in the past was now helping the site improve as we continued to clean up issues remaining causing the hits from Panda and Penguin.

Most important issues identified:

1. Too many on-page links
2. Top level pages
3. No site hierarchy
4. An extremely high number of URLs
5. Duplicate content
6. Not enough unique content

In general - the site was not following the core of the Webmaster Tools Guidelines which is the Bible of SEO. If a site isn't following the core of what Google says, then there is virtually no hope for it.

As 2012 was focused on recovering from Panda and Penguin hits, 2013 was focused on cleaning up the remaining issues from parameters, thin content, duplicate content, finalizing the last pages to the hierarchy, and so on. I am happy to report that the site is now 96% complete of all issues, and the first of many projects are underway that are designed to grab new opportunity for the site. Traffic has seen increases in August, October, and another boost in December with continued growth as we are in the peak of our season again.

Courage is Grace Under Pressure

It was what was stated in the image I had added to my post along with the description of the pressures I had faced in 2012.

Throughout those grueling three months there were several Google Panda and Penguin updates. I documented each and every one of them in Google Analytics, and continued to answer questions, gathering data, and dealing with being under close scrutiny that the work I was doing was complete BS.

I sat in numerous meetings, some of which I walked out crying (I'm not afraid to admit it), being questioned about the road I had taken and why we weren't seeing results. There were people within the company recommending that they roll the pages back to where they were before, and even changing the URLs. I fought hard that they don't touch a thing. I sent an article posted on Search Engine Land by Barry Schwartz citing Google's patent that "tricks" search spammers.

But the article and my please fell on deaf ears...

It had gotten so heated and there was fear that nothing was being done while traffic was significantly declining that the company brought in yet another SEO consultant to look at the site objectively. 

It was a lot to bear, and lot to live through. Sadly, what I had experienced in the organization was not unlike the experience many SEOs face. We are constantly questioned and second guessed. Many coworkers and bosses will even take it upon themselves to learn as much as they can, only to find that there is a lot of arguing among the experts in the industry as to what is the "right" way to optimize, and what is "wrong". But for SEO there is no right or wrong way, only what works. My philosophy behind optimizing is to always follow the rules. Start with the guidelines, organize the website, provide information for the user and present it in a way that makes sense. No shortcuts, trickery, or "optimizing". It is a philosophy I fight for every day (and boy do I fight).

Today I am happy to say the tune towards myself and the SEO work that is getting done has completely changed. My Boss now gives me rave reviews, the company has belief in the work done for SEO, and the team (product and engineering) is extremely supportive with any issue or requests needed for SEO. We are a cohesive and supportive team, and the results from the work we are doing is paying off.

Many people in the industry have told me to look for work elsewhere. That not only included people in the industry and some of my supportive coworkers, but the person my Boss reports to had even recommended it. I will admit I had interviewed at a couple of places. What discouraged me was that I knew the work that had been done up until that point would eventually pay off. If I had left then credit would have been given to the next SEO hired, or worse, it would be ruined by someone focusing on getting instant results. Most importantly, leaving the team that is now supportive was just not what I wanted. I love working for this company (the benefits are good), and everyone that I work with is like family. I call us the "Scranton branch of Dunder Mifflin." since we are a small office within a very large organization. We are a close family that support one another and they all seem to welcome my quirkiness.

Until Next Year

So until next year, I will be continuing my job and the work for SEO. I have big plans for the website, and will continue to fight for what I believe in for SEO. I will also try to get more informational posts on here as we continue our last bit of cleanup on the site and continue to see results. I am even contemplating writing a book (as I have been told I should for a few years now), but am still reluctant with all those great SEO books already on the shelves - most of which have been written by some very dear friends. Until then - keep optimizing, and fighting for what you believe in SEOs.

So You Wanna Learn SEO?

It's been a while since I have posted anything. Mainly because it's been a pretty crazy couple of months at the office. Traffic for SEO has gone up, now bringing in over 92% of the total lead volume (go us!) and when things get to going good it just makes me want to keep doing more. So the things that help me relax, like writing, tend to get pushed to the side lines.

What inspired me to write something tonight was an update I saw in my Facebook feed. I see the question come through often, and even get the question myself more often than you would think. You see, people want to learn SEO. Not necessarily so they can be SEOs themselves, but to understand what it is us SEOs are talking about when we say "SERP", "Meta Tags", or "Canonical Tags". So they can envision why we say you can't have two pages with the same word on them (duplicate content), or why we tell them they have to have links to important pages of their website from their homepage (but not too many links). So I put together a long list of resources recommended by some of the best experts int he industry, and even some sent over my newbies that are learning SEO that have read, completed, or tried the following and highly recommend them.

Get Started - SEO Resources for Beginners

• Google Search Engine Optimization Starter Guide (always read this one first - no matter what)

• Learning SEO from the Experts: Step by Step Guide by HubSpot 

• Moz - The Beginners Guide to SEO

• SEO Fast Start by Dan Thies

• The Advanced Guide to SEO

• SEO In Practice

• SEO Made Simple

• Top 10 SEO Tips

• Inline SEO

The Next Step - Buy The Book

• SEO Made Simple by Michael H. Fleischner

• SEO for Dummies by Bruce Clay (My personal friend and often mentor)

• SEO Bible 

Get Certified - Academies and Certification

• Bruce Clay Academy (worth every penny)

• Moz Academy

This should be enough to get your started - perhaps just enough to be slightly more than dangerous even. Of course if you ever have any questions for SEO, I am always available - just contact me. I will at times hold a workshop that has been streamlined to 4-5 hours and covers all the basics you will need for SEO. The workshops are small and I am available to answer questions as you have them so it's a great time to get a list of your questions together, and perhaps even have me take a look at your site for just a few hundred bucks.

I do occasionally take on consulting if you need more than just a quick question. A basic SEO Audit runs around $1,000 to $2,500 (depending on the size of the site, and how in-depth you need) and generally takes a week or two (remember I still have a full time job with ADP, and that takes up my daytime). I have been known to find some really interesting issues with sites even with the most basic audits and managed to get them back from the dead after Panda and Penguin updates. Ongoing support can come in the form of an hourly retainer - which I am happy to discuss. Do remember though, I only take on 1-2 clients at a time so that I can give all of my attention and focus on the work and making sure I am there whenever you need me (I demand quality customer service, and therefore ensure my clients get the utmost 100% best service possible as well). 

Secret to Making Viral Content

I have been in online marketing for many, many years now and have watched as others have made the oddest content go viral. Viral content is like the Loch Ness Monster, few have seen it, some swear it exists, but it is ever so elusive, and only shows up on random occasions. I was there when JibJab released their funny animation in 2004 titled "This Land is Your Land" spoofing the Presidential Election between George W. Bush and John Kerry to the tune originally by Woodie Guthrie. Gregg Spiridellis (co-creator of the famous viral video) said it himself that the video required 4 key points:

1) First and foremost, it was the right piece of content at the right time. The political dialogue was totally asinine and we seemed to capture that spirit. The writing and enhanced production values made it something people wanted to watch.
2) Broadband penetration has skyrocketed since our 2000 election parody making our work accessible to a much larger audience.
3) Processor speeds have also increased making it more enjoyable to watch video/animation on a computer.
4) Everyday people are more comfortable with technology. I can't tell you how many times we heard "my grandmother sent it to me". Grandmas were not emailing in 2000.

 Remember this is coming from 2004 - and viral content is now easier than ever to generate. I was in such awe of what they had accomplished that I have been trying to recreate the same affect for years now.

So you have to understand how amazed I am that one simple Google search for "Car Funny" brought me to the cutest baby pic with a statement that would spark a debate among car enthusiasts. Now, it's not some unique meme I knew immediately would go viral, it was among hundreds I gathered and scheduled to post on my fun Facebook Page called "POS Cars" that supports my even more fun website EmbraceYourPOS.com. The website was created for the sole purpose to make me feel better about owning a 95 Toyota Corolla with over 320k miles, shakes when I go above 65, doesn't unlock from the driver's side, has tape player that doesn't work, zip ties holding the bumper on, and the list goes on...

That photo was posted on September 7, 2013 nearly one month before the photo truly went viral. I hadn't spent a dime on promoting the post, nor did I spend anything on the Facebook page to encourage 'like's.

Yesterday I noticed the post had hundred of shares - and a lot of comments. This afternoon I checked again and the photo has officially gone viral with over 21k 'like's, over 10k shares, and 1,348 comments.

The funny thing is I didn't realize the photo has a misspelling, which seems to be one of the points commented about almost as much as the smack talking among the Mustang and Duramax owners.

So what is it that made the photo go viral suddenly?

To be honest, I can't tell you why, so asking me to do the same thing for your Facebook page isn't going to work. I wouldn't feel comfortable taking your money for the consulting fees, and you probably won't get results from it anyways.

What I do look for when posting content is something controversial that can spark a debate. This clearly fit that bill. A photo that is cute or just in the right context is funny. What I also think played a part in the photo going viral is that there is no hidden agenda to the post or the page. I run the advertising for UsedCars.com and you could probably tie this page to that website somehow and start making money, but that wasn't the point. I have scheduled posts going to the page daily that link to specific years of cars on the site, but it doesn't generate a lot of revenue from them. Nothing near what the SEO for the site does anyways.

You can spend money on sponsored posts, I have often thrown $15-$20 here and there to try and get something going, but it won't guarantee anything other than people seeing your post. If you are still chasing the viral Loch Ness Monster thinking that if you get one it will make you a ton of money, think again. No matter how hard you try to recreate or even just create, something that will go viral the odds are a million to one. If you do hit that viral moment, there is an even slimmer chance that the virality will generate revenue.

But by all means - keep posting that controversial, cute, and funny stuff for your fans, They will love you for it, and when it comes to asking them to give you money for something in return, they just might be more likely to do it.

Want to try one of the baby pics for your site? Here's a Google search for you with plenty to choose from - enjoy

SEO Analysis for Good!

Just a week ago I saw a post come through the Seattle Digital Eve mailing list from someone asking for help on behalf of a friend.

The post:

I have a friend who is looking to improve the SEO on their ecommerce site.  They are a small business, and the SEO people they've talked to want to sell them a big, complex package, when what they really need is some coding improvements on the site, consolidation of 2 sites into one while preserving link juice, better keyword/metadata, etc.  

Anyone out there with some decent SEO expertise?

Offering to Help

I emailed the person that posted to the group:

If it's a small project I can probably spend some time on it.
Even though I have a ton of experience, I can keep the fees down since I have a day job.

My email was quickly forwarded on and the business owner (Martin) emailed me right away with a simple "Hey Jenn, I am interested in your SEO skills. Please call me...". I called him on my way home as I was stuck in traffic that evening. Martin described the two websites for me, how they were getting rankings and traffic, and now aren't. He said he had done some work to one of them, and traffic kicked up. He asked me to take a look at them and see if it is something to do with the website, if either had been hit by Panda or Penguin, or if people just aren't searching for rugs online as much as they used to. I quickly thought - how odd that this is almost exactly what we have been going through with the websites at ADP. Not to mention that they have gone through this up and down, all the time me trying to figure out if it was just general loss of interest, change in searcher behavior, or if the site was going through a penalty or hit from just general Panda and Penguin updates. While this man's sites are a small version of what I deal with on a daily basis, this could not only be fun, but should be fairly easy to figure out.

Martin asked what my hourly rate is - but I immediately responded with a giggle (at $250/hr I'm sure it's probably more than he was expecting to pay) and told him that for the initial conversation and if it's something quick, I won't charge him. I then asked him if he has a Google Analytics account attached to the websites, of which he responded with a "Yes". I told him how if he can look at the Webmaster Tools data in Google Analytics and look at impressions vs. Avg position, and then impressions vs. Click Through Rate. If the Avg position, and CTR stay fairly steady, but impressions drop, then that is a quick way to see if interest has gone down. Another way to back that up, is look at how many terms get impressions one week, to the next week. If those numbers drop, then there is a good chance that rankings are dropping and there is a penalty. He was a bit overwhelmed, and asked if he gives me the login if I would take a look for him. I excitingly said "Sure" (since most people don't like to give out their login, it's easier to tell them how to do it - but this was the next best thing). I told him the next steps - I would spend some time that evening and see what I can find, then come up with a diagnosis and a plan of attack going forward of which he can either do himself, or if he has the budget, hire me to help him with it.

The Evaluation

That evening I settled in, opened up the computer while watching Hulu on the TV (we don't have cable), looked through both websites, and then logged into GA to dig through the analytics.

Checking 

Behavior vs. Penalty/Panda/Penguin

I started by going back as far as I could in the analytics account looking at organic traffic only. The month that both sites did the best was just a few months back this year. I also checked the timeline against Penguin and Panda updates via the Moz.com Google Algorithm Change timeline and noted if there were any clear drops that sync up with an update. There was a slight drop with one of the updates that hit one of the sites I work on for my day job that is built similar to his.

I first pulled the Impressions against the Avg position to see if the position stays the same while impressions go down. Though given that there is a slight drop after an algorithm update, I figure that there will be a drop in position, impressions, and number of terms getting impressions.

My First Chart:

Site #1

Impressions vs. Avg Pos.
Note: I took out numbers to protect the client even though he gave me permission.

Site #2

Impressions vs. Avg Pos

As you can see - there is a drop in impressions but the average position stays fairly consistent, and even more-so for Site #2. Both improved the last few weeks in positions, and impressions.

My Second Chart:
Site #1

The number of keywords showing impressions week over week for site #1

Site #2

The number of keywords showing impressions week over week for site #1

I noticed that the number of keywords getting impressions (meaning how many terms showing up when a person searches regardless of position) drops when the impressions drop in the earlier charts, and then goes up when impressions go up.

This clearly shows a penalty, and given that there was a penguin update just before that drop, it is pretty clear that the site took a hit from that update, then saw an improvement when he completed the little bit of work he did.

What Got Hit?

Knowing now for sure that both sites took a hit, the next step is to figure out exactly what was hit. With the site I manage at my day job I will usually run a category report to find out which terms were affected so that we can evaluate and establish a plan to recover. I didn't have time to set up the categories of terms to run the report (it takes days to categorize terms, but since that has already been done for the site I manage - it takes me just a few minutes or so to categorize now) so this time I grabbed the number of words in each term. If the phrase has just 1-2 words then it's safe to say it is a broad term, and if it has 3-5 words then those are more exact. Penguin tends to focus on sites that have optimized for long tail terms, and less on the broad terms. So, this is a faster way to get a similar understanding.

I ran a comparison to see how things were in his big traffic months compared to the recent months that there was a drop. I took 4 weeks in the high traffic month from a Saturday through the last Sunday and compared it to the last 4 weeks Saturday through the most recent Sunday. This would give me an exact day of week compared to that day of week and reference the beginning of a month to the end of a month. Ideally it should compare to the same time of year to reflect searcher behavior for the day of the week, time of month, and the time of year, but in this case the day of week and time of month was going to be good enough.

Example of Keyword Data with Count
Note: Terms and traffic are not representative - I changed them to protect the client.

The table above is what the data looks like. Do note, I changed the top keywords, and numbers to protect the client - but this gives you an idea of what I was working with. From there, I created a pivot table and played around with the data to give me more insight into what was going on. Number of words in a phrase, visits, pages/visit, etc. It all helped me understand what was going on before and after the update.

Keyword Count - showing how many words in a phrase were driving traffic from high month compared to low month.
Note: numbers and details have been removed/changed to protect the client.

The 3-5 word terms dropped from the high month to the recent months. This shows that the longer tail terms were hit, which is pretty indicative of Penguin.

Looking at the Sites

Having spent the first hour of my time running the reports and pulling charts, I spent the rest of the time looking through the sites now that I know what to look for. The sites were once optimized for long tail terms, but something happened that they lost that traffic. As I dig through both sites had categories for the two word terms (such as "area rugs) with links to individual pages for each item that fit in that category. The first that I noticed is that there is a URL hierarchy (something the website I work on lacked). So he was good there...

I started noticing as I was looking through both websites, that they were structured exactly the same way. I also saw that the navigation was the same on the left linking to different URLs, but the content appeared to look very similar on the pages. I grabbed a couple of the URLs that were focused on the long tail terms and pasted them into copyscape. The report kept not only pulling the other site as the first match, but other sites that sold the same products. This is a very common issue with eCommerce websites - since they don't have the time to write their own copy for each product, they tend to pull it in dynamically through syndication. With not enough unique content on those pages, then the site appears to be duplicating what all those other sites have. It's not a majorly serious issue, as Google tends to understand syndicated content, but if a site doesn't support the content with something unique they just won't get rankings as well as the ones that do.

Martin's sites had a bit more of a issue though since he has two sites with the exact same content, and the exact same structure. When I compared the terms that both sites got visits from during the high month, then I noticed that not only were a lot of the terms the same, but there were a lot of the terms with site #2s domain, and name in there.

Compare Terms from both sites with visits from organic traffic.
Note: the domain name has been changed, and so have the numbers to protect the client.

I think at this point it was very safe to say that the site took a hit by the Penguin update to the long tail terms due to both sites duplicating each other.

My Email and Recommendation

After spending a couple of hours on the site, I drafted this email and attached the excel document I used to analyze the sites (note: the email below is changed slightly to protect the client):

Hey Martin -
So I dug into both sites and the Google Analytics to see what’s going on. I’m attaching my excel doc if you want to see my work, but it looks like both sites definitely took a hit of some sort.
 Moz.com keeps a list of when updates happen so you can keep an eye on things: http://moz.com/google-algorithm-changeThere was an update at the end of January then another big update in March that may have led to you losing your rankings. I've seen this drop in other sites that are built very similar to yours – so I dug into the analytics to make sure that my assumptions are correct.
 What I found:I first compared visits from organic traffic (SEO) against your average position the past few months (webmaster tools only goes back 90 days, so I couldn't go back to January unfortunately).
 Site #1 definitely saw a decrease in traffic along with the drop in conversions (pasting the charts below for you to look at). With Site #2 there was a drop in traffic, but the average position seemed to not drop as much. Usually this would be a sign that people aren’t searching as much, so I wanted to check your keyword count and impressions week over week. If the number of terms drops seeing impressions drops from one week to the next it is usually an indicator of a penalization or hit by a panda or penguin update. I’m not pasting those charts in here since they are really raw, but you can see them in the excel sheet. The terms that have 2-5 words in there took a huge hit, while the one word, and longer tails appear to be sticking around. I toggled from keyword count to visits from the keywords and those sets stay pretty consistent in dropping.
 What this means is that you most definitely took a hit in rankings from the updates. Not just rankings dropping, but a bulk of your 3-5 word terms dropped out of the index completely. Those 3-5 word terms are also the bulk of where your visitors come from – those longtails are higher converting terms and can really affect revenue if they drop off. It looks like both sites are build very similar and have a lot of the same content. I compared the top referring terms both sites saw in your highest traffic month and both refer traffic for “your domain” which isn't good. They both get traffic from “broad term” but site #2 has site #2 beat there. They also both have several long tail terms that are the same.
 When I run a report on copyscape.com to check for duplicate content – the site #2 along with a few others come up (included link directly to copyscape) The “product” rugs page on both sites is exactly the same – almost word for word.
 It’s kinda fun to have two sites show up for the same terms, since you could get double the traffic. In fact that’s what my company does – and what I manage. We have dozens of “portal” sites to grab leads to sell to car dealers. But if Google has any idea that both sites are connected then both sites get penalized. I think this might be what has happened here.
 Your first solution would be to get unique copy on all of the pages of the site. I know it’s tough writing for all of those pages, and copy writers can be expensive. There is an alternative called TextBroker (http://textbroker.com). They have writers that bust out copy pretty quickly (2-3 day turnaround) at a pretty reasonable rate.
 I would recommend getting an account set up and start asking them to write for your pages. Even your homepage content – while there is a lot of it, but looks to be pieced from other content on the web.
 The order I would have them do it in is in order of the pages that had the most traffic in your highest month, and then work down from there.
 Once you get them going on that – I can do a full keyword analysis, check to see where the opportunity might lie, and get you a complete plan.
 The excel doc is attached – let me know if you have any questions.
 Hopefully this was helpful J

All in all it took me just a couple of hours since this is what I do for our executives regularly, so I didn't charge Martin for the work.

SEO for Good!

Martin was so excited and appreciative of the work I had done, and what I had found that he asked me if he could pay me in some way - "..if anything to help the school in Nicaragua". I gave Martin the link to donate to the school, and he did.

The money immediately went to help buy supplies for my Husband's students we are bringing with us. Since they had to pay for their immunizations out of their paychecks, don't have sleeping bags (we are loaning bags to them), and anything else they need they pay for themselves, I wanted to help them so that they could focus on helping build the school and not stress that they have everything they need for the trip.

In the end, I helped Martin with his websites because I like to help small businesses succeed, Martin returned the kindness by helping the students with their supplies, so that they in-turn could help build the school for children in Nicaragua.

Everybody wins!

Anatomy of the URL and Stuff

I'm sure you are looking at the URL above and thinking to yourself; "Wow, I never realized that all that stuff meant something." Oddly enough it actually does... As the world wide web has changed into a search friendly, user interactivity playground, the formation and meaning of the URL has evolved considerably in to a very significant factor in not only search engine compliance but in how people use websites. Lately I have been helping clients understand how their website's are structured and how servers to browsers to users work. It's something us search optimizers view as something so simple yet can be so complex to someone who doesn't understand how it all works. So here is the URL broken down piece by piece and explained.  

First - What is a URL? 

A Uniform Resource Locator is a website address that holds very important information between each "." and "/" much like an address to your home contains a house number, city, state, country, etc. This allows the browser to connect to a specific website, directory/path, and/or file in order for the user to see what it is on the page you want them to see. A URL consists of the following:

Hypertext Protocol Established by English physicist Tim Berners-Lee in 1990, hypertext protocol is a request/response standard typical in which the client is the application (User on a web browser such as IE, Firefox, safari, etc) and the server which hosts the web site itself. The client submitting HTTP requests is typically referred to as a user-agent (or user) with the responding server—which stores or creates resources such as files (html, .asp, .php, css, etc) and images—referred to as the origin server.*

  WWW (World Wide Web) or "sub-domain" 

The WWW is typically placed before the main domain of your website URL, referencing the World Wide Web. Remember the game you played in elementary school where you could start your home address with your house number, street, city, state and then go off as far as your country, continent, and even earth. The WWW is the address starting with "earth". In some cases, what we call a "sub-domain" can replace the WWW in your URL, which references a whole new website within your existing domain. Search optimizers can use this as a way to target certain key terms. For example, a real estate agent targeting a specific city will use http://city.domain.com and thus will have a leg up when ranking for anything within that city. In most cases the sub-domains will link to the main domain and, since they are treated by most search engines as a domain all it's own, then it will count as an external link credit, boosting the rankings for the main domain it is linking to. It is highly recommended that you avoid this technique as it is only tricking the search engines and in the end will hurt your rankings rather than help. 

  Domain Naming System (or DNS) 

The domain naming system was established so that the common user can understand in simple terms the location of a web site. A web site's files are usually stored on a server that points to a specific IP address (much like a phone number directs someone's call to your phone). In order for the general public to understand where to locate a certain website and it's files, the specific domain name resolves to that particular IP address. In addition, the Domain Name System also stores other types of information, such as the list of mail servers that accept email for a given domain (such as you@yourdomain.com). 

Top-level Domain Extension 

The domain extension originally consisted of the generic gov, edu, com, mil, and org. With the growth of the internet, the addition of country extensions and other such categories have come into play. The most recognized of the extensions is of course the .com. If you are optimizing for a specific country and language, then the best route to take is to register your domain with that specific country's extension. This will help the search engines recognize that you are targeting that particular audience and will rank that site accordingly. Be sure that your country specific site is in the native language for that country to avoid any duplicate content issues. Do also be careful of linking from that domain to your main domain as once again the site will be penalized. 

Directories and Files 

Here's where the fun stuff comes into play. Just as your computer organizes your word doc, excel, and other such files into folders, a server structures your website files in the same way. A "directory" or "path" is much like a "folder" is on your computer. In standard (old school) html development (before the days of creating dynamic websites powered by databases and user interactivity) a file would be created and named "index.html" or "default.html" and placed either on the main domain folder (in which the DNS resolves to on the server) or placed in a named folder (in order to help the webmaster organize the site's files). As the technology grew and more ways to develop websites with user interactivity and database driven websites advanced, the structure has pretty much stayed the same with the addition of "parameters" that reference a part of the database and returns content and such on a page based on those parameters. (have I lost you yet?) Let's go back to the basic structure of the static html files and go from there...

A Dynamic website is one that has a few static pages (in other words the pages are coded and are only editable by a developer) that have parameters that will pull in content or trigger specific actions from a database. The basics of a dynamic page is one that pulls words, images, etc from a database and can do so creating multiple pages with different content from one basic page. A more complex dynamic page (or site) is something like Facebook, or Twitter in which they recognize whether or not you are signed in with a username and password and will show you either your profile page (if you are signed in) or a "please sign up" page (if you are not signed in or don't have an established username).

In order to help understand this let's talk about how a database works. A database is essentially similar to that of an excel spreadsheet or table in a word document that has a unique identifier for each line (or row) and holds different content for each line item. Example:

	Email	First Name	Last Name
Sujo234	bob@bobsemail.com	Bob	Sujo
Forjill23	jill@jillsemail.com	Jill	Forman

Username

In this example the username is the unique identifier with the email, first name, and last name as different parameters for that username.

The content will be different on each page. With dynamic content the possibilities are endless as far as how many pages you can create from developing and design just one file. A great example of how a dynamic page is created for search optimization purposes is on usedcars.com - If you search for "used cars in oslo mn" you see the "UsedCars.com Oslo MN" page in the results. Look at the URL in the address bar when you go to that particular page - http://www.usedcars.com/browse/mn-24/oslo-163.aspx. In this case the page is pulling in the unique ID that is equal to "OSLO 163" and "MN 24", just as the username is the unique ID in the above table.  

SEO Friendly URL 

In order to make your dynamic URL friendly for search engines you must use a rewrite. A great resource for rewriting a URL is the Apache Rewriting Guide. Some open source content management systems (such as Wordpress, Drupal, etc) already do the rewriting for you and all you have to do is enter what you want the URL to be (be sure to include your key terms separated with dashes "-" and not underscores "_" for search happiness) Who would have thought a URL could be so complicated? But when it comes to search optimization and understanding basic website development it is very important to understand how the URL works, how it is structured, and how to make sure your site is URL and search engine compliant. *http://en.wikipedia.org/wiki/Http_protocol

Facetwitetiquette - How to Suck at Facebook and Twitter

Facebook

What not to do on Facebook

	The constant Gardener, Mafia Hitman, Virtual Pet Owner, or Whatever the updates and invites never end...
	The Bad Marketer become a fan, join my group, comment on one of my million updates...
	The Crude Photo Tagger tagging everything from that party last night you don't remember to taking shots off of a girls belly button.
	The Rash following you around commenting on all your posts and liking every photo...
	The Unfiltered they post everything and anything...
	The Most Popular Person EVAR inviting everyone to everything...
	The Twitterfied linking twitter updates to Facebook flooding their profile with meaningless tweets...
	The Bored Quizzer taking every quiz available...
	The Passive Aggressor posting well thought out updates without mentioning names...
	The Annoyingly Proud Parent using their child as their profile pic...

Twitter

What not to do on Twitter

	The Unproductive Tweeter tweets updating every minute...
	The Retweeter retweeting everything they see...
	The Conversationalist bouncing back and forth between one person...
	The Untweeter Tweeting from Foursquare, tweetmeme, or the like...