NY Times broke a story about black hat SEO techniques that J.C. Penney employed to boost their rankings over the holiday season. For months, their pages were consistently ranking very high for not very relevant terms, like "home decor", "skinny jeans", "furniture", etc.
NY Times asked Doug Pierce from Blue Fountain Media to investigate the sudden ranking spike. The investigation uncovered that SearchDex - the SEO agency that J.C. Penney hired - used black hat SEO techniquest to boost the rankings for the holiday season. Simply put, they were buying links.
I have a theory on what actually happend. Here it is.
SEO Competitive Analysis on #seochat
When you perform a competitive analysis for the first time, keep at it until you run out of backlinks. Revisit it once a quarter to see what they are focusing on and how much they have grown. Find out, if they have a new content strategy and what their favorite keyword is. Establish, what kind of link bait worked for them and what was not successful.
For not very competitive markets, usually not much changes. For more competitive niches, it is not only important to watch the mentioned changes, but pay attention to social paricipation. You will get insights on what your competition is currently doing. What is working for your competition? What can you make work for you? Most importantly, improve on it and take that top spot.
ICANN and Google made American English dominant on the internet, but there are still multilingual sites that need search engine optimization. David Leonhardt (@amabaie) joined #SEOChat to share tips on multilingual SEO. David has successfully run SEO campaigns in French, Spanish, German, and English. He also runs Canada's social bookmarketing website, zoomit.ca, The Happy Guy Marketing (seo-writer.ca) and freelance writers agency.
Here is what I learned about multilingual SEO on #SEOChat.