Joe Sinkwitz (CygnusSEO), specializing in Content Marketing, Online reputations and dressing up as a penguin. Collecting as much data as possible, devise a plan and then apply. Keep it simple when prioritising actions for overcoming a Google Algorithm update. Joe Sinkwitz recommends small businesses to use Google Analytics (quick and easy data), SpyFu (competitive data), Hrefs (go to tool for links), Searchmetrics (mobile and desktop type ranking). Google updates to come? ?If you don?t have a good mobile experience then expect a bad desktop ranking in future.? BlackHat opportunities for Twitter and search indexing mentioned here. Find out about what is Joe Sinkwitz?s favourite SEO tool here Transcript: Q: Please introduce yourself, and tell us why UnGagged? JS: Sure, my name is Joe Sinkwitz. I?m the chief of revenue for CopyPress, which is a content marketing firm, but I?m also the principal for a small agency called Digital Heretix, which is a little bit more on the darker side of things, specialising in online reputation management. Why see me? Well, I dress up as penguin sometimes on stage and who isn?t entertained by that? Q: What are your top tips and priority actions for overcoming issues associated with any big Google algorithm roll outs? JS: Well I think that the first thing that I do, as a tip, is to start collecting as much data as possible and see the only way that you can really apply what you?re learning rationally to any sort of update. Making a knee-jerk reaction is generally the wrong decision, so get the data, figure out what?s actually happening, look at your competitor?s data and then from there devise a plan. Almost always it?s going to come down to some function or form of links engagement or content on the site, and then from there, keep it simple, don?t get overly complicated with what you think?s going on. Q: How can businesses with smaller budgets and resource best respond to big updates? JS: Coming at it from a small business perspective, almost everyone has Google analytics, that?s the quick and easy way to get some data. From there, I love using stuff like SpyFu in order to get a ridiculous amount of competitive data for where opportunities might exist, whether you?re overcoming a penalty or looking for something to do in the future. I like to use Ahrefs, that?s just my go-to tool for links, just because it?s simple and they keep innovating. I love using Searchmetrics which allows you to look at both mobile and desktop type ranking simultaneously. Between those small tools, a small business can figure out quite a bit, fairly quickly. Q: Are you aware of any gamechanger developments on the horizon that in-house or consultant SEOs should be aware of? JS: I think the biggest thing on the horizon is that there?s always something on the horizon. It almost doesn?t matter. If you look at the trends overtime, they?ve attacked content as content farms, they?ve attacked links as low-quality links, they?ve attacked site-sizing and site speed if you want to look at that within regards of mobile. I think it?s going to be a continuation of these things. I see the mobile signals that they?re starting to push more towards now getting folded in to the general algorithm so if you don?t have a good mobile experience, I almost expect a bad desktop ranking in the future, so that would be something that I?d be concerned with. Q: Do you see Twitter feeding into Algorithm updates? JS: Well, what?s interesting is that I had spoken with Twitter a while back when trying to implore them to put it back into Google, since it would help them with their overall search traffic. What is going to be interesting is it?s possible for you to index a search query on Twitter. So for black hats, there?s a new opportunity; for white hats, it?s another space that they could potentially own to help bolster their brand. Q: In your niche or sector, what?s the most annoying SEO misconception? Please feel free to set things straight! JS: Misconceptions are everywhere, right. So I have two. On the content side of things, the misconception is that you create a piece of content and it will just kind of work - it?s not true. It is a part of an overall campaign, so nothing can exist in a platform. There has to be promotional elements, there has to be a reason behind why you?re creating it in the first place. On the ORM side of things, the misconception is that it?s easy, that you can just put up a lot of links and you can make bad stuff go away. It?s far more nuanced than that. Q: Current favourite SEO tool or platform? Or can you give us the inside track on any sexy SEO related platforms, tools or developments coming soon? JS: Sure, from some of my consulting clients, I?m looking at OnPage.org right now to see if I can use that to help fix the myriad of on page issues that they have for large clients.