Dialogue New York Times Chief search strategy officer Marshall Simmonds Mr.

A few days ago, I was honored to be invited by Marshall Simmonds to have lunch at Jianguo Gate and Marshall and About.com company in Beijing. Have the opportunity to listen to Mr. Marshall in person about search engine marketing. Here are some of the conversations to share with you. In order to facilitate reading, I have refined the exchange of content, summed up as follows:

Marshall:
1, the site outside the chain to adhere to for a long time (such as an increase of 10 a day outside the chain);
2, do not change the page in a short period of time;
3, each time changes to the site to be gradually modified (not to the site often big changes);
4, copy the article will reduce the PR;

I was managing a 30-person team to do the education of the website Optimization project, I encountered some of the problems to ask Mr. Marshall, ask Mr. Marshall how to lead thousands of people's team to carry out SEO project implementation, hope that Mr. Marshall give me some advice. Mr. Marshall gave me some of the following suggestions:
1 regular on-site training, anytime and anywhere to train;
2 through the e-mail to do the training (simple description of the operation, as simple as possible, preferably a sheet of paper will be able to finish);
3. Question and answer sessions on any questions;
4 Repeat, repeat and repeat the above three points;

Cao Jizong: How to do a SEO project?

Marshall: The main concern is to focus on two aspects: technology and personnel.

Technology: To be controllable, measurable.

Personnel:
A, to strengthen the awareness of senior managers, to instill in them the idea of SEO.
B, to have measurable, quantifiable indicators of the work report;
C, set an example. Set an example first and then convince others by the power of example. This will be a lot less resistance.

Cao Jizong: How can the search engine be able to separate my article is reproduced or original?

Marshall: When the search engine makes a distinction, there are two kinds of situations:
A, search engine either from all the same article to find one of the original, and then reduce the weight of other articles.
B, if the search engine can not differentiate, then it will be all the articles are likely to fall right, this is what we sometimes call the misjudgment.

Cao Jizong: Sometimes, we find others copy our original article, the ranking is more than we ourselves before, what is this reason? How to make our original articles in the search engine better performance?

Marshall: The solution is to make a distinction between search engines through more links. We can find more high-quality external links for our original articles, plus other comprehensive factors such as release time, to highlight the importance of our original articles, so as to distinguish them from the search engine's ranking results.
Remember: Others can copy the content of your article, but there is no way to copy your link.

Marshall D. Simmonds Introduction

The New York Times chief search strategist, in charge of the site includes nytimes.com,boston.com,iht.com, and About.com on the top 500 sites. Mr. Simmonds often speaks at the Search engine Strategy Conference and webmaster World Congress. Mr. Simmonds was director of the search Department of About.com and his parent company Primedia from 1999 to 2005. As an expert in search marketing, customers include HP, National Geographic, CBS, Canadian Broadcasting, TV guides, Reader's Digest, Mummy's club, etc.
On the right side of Google Administrator tool (https://www.google.com/webmasters/tools/docs/zh_CN/about.html), Marshall's comments are quoted.