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PENGUIN AND
THE PENALTY
Benedict Hayes
Vice President
iProspect Communicate 2
@benboombastic

SEMPO Bangalore Meetup 2014
MEET PENGUIN 2.1
• Super charged
• Super angry
• Super deadly
AND…

WHATS HIS BEEF?
LINKS
HAVE YOU SEEN THIS?

AND THEN…
THIS!
WHAT
TO DO?
BECAUSE OF THE
INCARNATIONS OF THE

ALGORITHM THE
INTERNET IS…
BROKEN
IS
EVERYWHERE!
TO THE RESCUE?
THE BIG
CLEAN
WHO
CLEANS?
WELL NOT

OBVIOUSLY!
BUT

YOU!
8 STEP
CLEAN
UP
1. COLLECT BACKLINK DATA
1. COLLECT BACKLINK DATA

DON’T RELY ON
EVEN IF THEY SAY SO
RD PARTY DATA
USE 3
1. COLLECT BACKLINK DATA

GET AS MUCH
DATA AS POSSIBLE
AND THEN DE-DUPE
2. DOCUMENT YOUR WORK
2. DOCUMENT YOUR WORK
• Contact Name
•
• Contact Email
•
Address
•
• Website Contact Form•
• Twitter URL
•
• Facebook URL
...
2. DOCUMENT YOUR WORK
WE NEED TO BUILD A MASTER

FILE
3. IDENTIFY THE SPAM
GENERAL RULES OF THUMB:
• Is the link coming from good
content
• Is the link useful to the user
of th...
3. IDENTIFY THE SPAM
STEP 1: DOES THE SITE INDEX IN
GOOGLE?

If no?
3. IDENTIFY THE SPAM
STEP 2: FILTER OUT POOR SEO
RESOURCES
Search in the URL:
*seo*
*direct*
*list*
*link*
*free*
*best*

...
3. IDENTIFY THE SPAM
STEP 3: IDENTIFY THE PAID
ADVERTORIAL LINKS
IF THERE ARE KNOWN PAID FOR TIEUPS
BANNERS ETC.

GET A RE...
3. IDENTIFY THE SPAM
STEP 4: FILTER INTERNATIONAL
DOMAINS
IF THERE ARE LINKS FROM SITES OUTSIDE
OF INDIA, WE NEED TO BE

S...
3. IDENTIFY THE SPAM
STEP 5: AUDIT WHAT’S LEFT
FOLLOW THE GENERAL
OF THUMB

RULES

But for more specific content types…
3. IDENTIFY THE SPAM
FORUM / BLOG COMMENTS
These are generally pretty
dodgy, but if the comment is
useful to the reader of...
3. IDENTIFY THE SPAM
DIRECTORIES
Remove if:
• The site is not indexed in Google, this would
•
•
•

indicate a penalty
The ...
3. IDENTIFY THE SPAM
BLOG POSTS / ARTICLES
Remove if:
•

The post makes no

•

Every post has an external

•

The blog is ...
3. IDENTIFY THE SPAM
BOOKMARKS

Remove if:
• The user is not

active

• Has no followers
• All bookmarks are obviously
anc...
3. IDENTIFY THE SPAM
PRESS RELEASES

Remove if:
• Content is bad
• The PR is not

newsworthy

• Anchored link
• Not indexe...
3. IDENTIFY THE SPAM
MALWARE

YOU DETECT ANY
MALWARE REMOVE (IF
THE SITE IS BAD) OR
ALTERNATIVELY TELL THE
SITE OWNER TO F...
3. IDENTIFY THE SPAM
IF YOU ARE UNSURE REMOVE
IT!

IT’S BETTER TO BE
SAFE THAN

SORRY!
3. IDENTIFY THE SPAM
TOOLS OF THE TRADE
3. IDENTIFY THE SPAM
TOOLS OF THE TRADE

Don’t rely 100% on the tools a
manual review still needs to
happen
4. FINDING WEBMASTER
CONTACT DETAILS
We need to make a sterling effort, and find any which
way possible to contact the Web...
4. FINDING WEBMASTER
CONTACT DETAILS

WHOIS
4. FINDING WEBMASTER
CONTACT DETAILS
Get the webmaster’s name use all social media

channels and hunt

them out…

*company...
4. FINDING WEBMASTER
CONTACT DETAILS
COOL TOOLS:
5. OUTREACH
Email / contact the webmasters:

Rules of engagement:
• Be polite
• Don’t spam / wait be patient
• Try to emai...
5. OUTREACH
Sample Email:

source: http://moz.com/blog/ultimate-guide-to-google-penalty-removal
6. DISAVOW TOOL
GOOGLE WANTS TO KNOW THAT YOU
HAVE MADE AN EFFORT!
Tips:
• Do not just list the domains and be done with i...
6. DISAVOW TOOL
SAMPLE FILE
SHOW YOUR WORKINGS!
7. SUBMIT THE
RECONSIDERATION REQUEST
I’M SORRY GOOGLE, PLEASE, PLEASE
FORGIVE ME, IT WON’T HAPPEN AGAIN!
What you need to...
7. SUBMIT THE
RECONSIDERATION REQUEST
Dear Google Webspam Team,
On the %date_of_penalty, we received a penalty from Google...
SIT BACK
AND WAIT
AND THEN
ONE FINE
MORNING
HALLELUJAH
THIS ARRIVES:
NOW DON’T DO IT

AGAIN OR…
THANKS
Any Questions?
Presented By:

Benedict Hayes
VP Strategy
@benboombastic
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
Penguin and the Penalty - How to get out of a fix.
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Penguin and the Penalty - How to get out of a fix.

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My presentation for SEMPO 2014 (Bangalore) on how to get out of a fix when the Google Penguin algorithm hits your site and Google gives you a manual Penalty. This presentation discusses why Google Penalties are now common place and what steps are required to resolve the issue. (Thanks to Lewis Sellers and Moz for some of the screen shots)

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Transcript of "Penguin and the Penalty - How to get out of a fix."

  1. 1. PENGUIN AND THE PENALTY Benedict Hayes Vice President iProspect Communicate 2 @benboombastic SEMPO Bangalore Meetup 2014
  2. 2. MEET PENGUIN 2.1 • Super charged • Super angry • Super deadly AND… WHATS HIS BEEF?
  3. 3. LINKS
  4. 4. HAVE YOU SEEN THIS? AND THEN…
  5. 5. THIS!
  6. 6. WHAT TO DO?
  7. 7. BECAUSE OF THE INCARNATIONS OF THE ALGORITHM THE INTERNET IS…
  8. 8. BROKEN
  9. 9. IS EVERYWHERE!
  10. 10. TO THE RESCUE?
  11. 11. THE BIG CLEAN
  12. 12. WHO CLEANS?
  13. 13. WELL NOT OBVIOUSLY!
  14. 14. BUT YOU!
  15. 15. 8 STEP CLEAN UP
  16. 16. 1. COLLECT BACKLINK DATA
  17. 17. 1. COLLECT BACKLINK DATA DON’T RELY ON EVEN IF THEY SAY SO RD PARTY DATA USE 3
  18. 18. 1. COLLECT BACKLINK DATA GET AS MUCH DATA AS POSSIBLE AND THEN DE-DUPE
  19. 19. 2. DOCUMENT YOUR WORK
  20. 20. 2. DOCUMENT YOUR WORK • Contact Name • • Contact Email • Address • • Website Contact Form• • Twitter URL • • Facebook URL • • Google+ URL LinkedIn URL Date of 1st Contact Date of 2nd Contact Date of 3rd Contact Link Status Notes
  21. 21. 2. DOCUMENT YOUR WORK WE NEED TO BUILD A MASTER FILE
  22. 22. 3. IDENTIFY THE SPAM GENERAL RULES OF THUMB: • Is the link coming from good content • Is the link useful to the user of the page • Is the link coming from a dodgy resource • Is the link obvious anchor spam
  23. 23. 3. IDENTIFY THE SPAM STEP 1: DOES THE SITE INDEX IN GOOGLE? If no?
  24. 24. 3. IDENTIFY THE SPAM STEP 2: FILTER OUT POOR SEO RESOURCES Search in the URL: *seo* *direct* *list* *link* *free* *best* *resource* *article* *book* *submi* *web* If yes..
  25. 25. 3. IDENTIFY THE SPAM STEP 3: IDENTIFY THE PAID ADVERTORIAL LINKS IF THERE ARE KNOWN PAID FOR TIEUPS BANNERS ETC. GET A REL="NOFOLLOW" INSERTED IN THE LINK. This needs mentioning in the final file! If "follow"..
  26. 26. 3. IDENTIFY THE SPAM STEP 4: FILTER INTERNATIONAL DOMAINS IF THERE ARE LINKS FROM SITES OUTSIDE OF INDIA, WE NEED TO BE SUSPICIOUS! Unless of course you operate globally! If non-india…
  27. 27. 3. IDENTIFY THE SPAM STEP 5: AUDIT WHAT’S LEFT FOLLOW THE GENERAL OF THUMB RULES But for more specific content types…
  28. 28. 3. IDENTIFY THE SPAM FORUM / BLOG COMMENTS These are generally pretty dodgy, but if the comment is useful to the reader of the blog or forum, is not anchored and adds value then the link is good If not...
  29. 29. 3. IDENTIFY THE SPAM DIRECTORIES Remove if: • The site is not indexed in Google, this would • • • indicate a penalty The site automatically accepts links without any manual review The site has lots of spam links pointing to it – Use open site explorer The site has categories for everything imaginable (cars, holidays, sunglasses, websites, hosting, dresses etc.) not relevant • The site is part of a network • The site contains keywords listed previously If not...
  30. 30. 3. IDENTIFY THE SPAM BLOG POSTS / ARTICLES Remove if: • The post makes no • Every post has an external • The blog is shoddy in design • The blog has no • • • • • • sense, poorly written link readership The post is not socially active The post is not indexed and shows no PageRank No authorship mark-up Link is heavily anchored and out of place The owner/author is not easily contactable Duplicated content If yes...
  31. 31. 3. IDENTIFY THE SPAM BOOKMARKS Remove if: • The user is not active • Has no followers • All bookmarks are obviously anchored for SEO If yes...
  32. 32. 3. IDENTIFY THE SPAM PRESS RELEASES Remove if: • Content is bad • The PR is not newsworthy • Anchored link • Not indexed If yes...
  33. 33. 3. IDENTIFY THE SPAM MALWARE YOU DETECT ANY MALWARE REMOVE (IF THE SITE IS BAD) OR ALTERNATIVELY TELL THE SITE OWNER TO FIX If yes...
  34. 34. 3. IDENTIFY THE SPAM IF YOU ARE UNSURE REMOVE IT! IT’S BETTER TO BE SAFE THAN SORRY!
  35. 35. 3. IDENTIFY THE SPAM TOOLS OF THE TRADE
  36. 36. 3. IDENTIFY THE SPAM TOOLS OF THE TRADE Don’t rely 100% on the tools a manual review still needs to happen
  37. 37. 4. FINDING WEBMASTER CONTACT DETAILS We need to make a sterling effort, and find any which way possible to contact the Webmaster: • • • • • • Email Address Website Contact Form Twitter Facebook Google+ LinkedIn
  38. 38. 4. FINDING WEBMASTER CONTACT DETAILS WHOIS
  39. 39. 4. FINDING WEBMASTER CONTACT DETAILS Get the webmaster’s name use all social media channels and hunt them out… *company name* + *webmaster name*
  40. 40. 4. FINDING WEBMASTER CONTACT DETAILS COOL TOOLS:
  41. 41. 5. OUTREACH Email / contact the webmasters: Rules of engagement: • Be polite • Don’t spam / wait be patient • Try to email from the domain that has issue • Keep it short and to the point • Be personal try to get the webmasters name • Never threaten *Tip: Create an ID for each link that you use in the Title of your Email / Communication to track workflow for particular links
  42. 42. 5. OUTREACH Sample Email: source: http://moz.com/blog/ultimate-guide-to-google-penalty-removal
  43. 43. 6. DISAVOW TOOL GOOGLE WANTS TO KNOW THAT YOU HAVE MADE AN EFFORT! Tips: • Do not just list the domains and be done with it – this doesn’t wash • Show your working • Don't include the http://www. prior to a domain • Don't include anything after the domain extension. Eg: .com, .co.in (unless you're only disavowing a specific URL). • Put each domain on a new line and add comments to the file so Google knows why you're disavowing them. Prefix all comments with a # symbol.
  44. 44. 6. DISAVOW TOOL SAMPLE FILE SHOW YOUR WORKINGS!
  45. 45. 7. SUBMIT THE RECONSIDERATION REQUEST I’M SORRY GOOGLE, PLEASE, PLEASE FORGIVE ME, IT WON’T HAPPEN AGAIN! What you need to say: • • • • • Everything you have done wrong in the past, and that you won’t do it again. What you've done to fix the problems (include a link to your Google Docs file, make sure anyone can access) How you will stop this from happening again. (steps you've put in place, training, quality control etc.) Who you are and what your company stands for (The more senior the better) Apologising for the issues and inconvenience
  46. 46. 7. SUBMIT THE RECONSIDERATION REQUEST Dear Google Webspam Team, On the %date_of_penalty, we received a penalty from Google for unnatural links pointing to our website, %website_url. Firstly, we would really like to apologise for the inconvenience we have caused and thank you in advance for reading our reconsideration request. In the past, we have carried out some techniques on our website which we now realise are outside your Google Webmaster Guidelines. This includes purchasing links which pass page rank, blog comments and forum spam (**example**). After reading your webmaster guidelines, we realise we were completely in the wrong. To rectify the issue, we have checked all the backlinks pointing to our website using Google Webmaster Tools, Ahrefs, Open Site Explorer and Majestic SEO and contacted as many of the webmasters as possible in order to have these links removed. All of the work we have carried out can be found in the Google Spreadsheet below: %link_to_google_docs_spreadsheet In the above spreadsheet, you will see a list of all the links pointing to our site, the webmasters we have contacted and the links we have successfully removed. There are multiple sheets included in the above spreadsheet, which show screenshots of emails we have sent to webmasters, contact forms etc. Any links which we haven't been able to remove have been added to a disavow file which we have submitted to Google. I am very sorry for the work we have previously carried out. We now realise that we were completely in the wrong and we will ensure this will never happen again. I'm confident that our website is now in line with Google's webmaster guidelines and we will ensure that this is always the case. We look forward to hearing from you and once again, sorry for the inconvenience. %Your_full_name %Your_company_name
  47. 47. SIT BACK AND WAIT
  48. 48. AND THEN
  49. 49. ONE FINE MORNING
  50. 50. HALLELUJAH
  51. 51. THIS ARRIVES:
  52. 52. NOW DON’T DO IT AGAIN OR…
  53. 53. THANKS Any Questions? Presented By: Benedict Hayes VP Strategy @benboombastic
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