SEO Post Penguin - Be Wizard 2013

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SEO Post Penguin - Be Wizard 2013

  1. 1. HANNAH SMITHSEOmoz Associate.Writer for SEO Chicks & State of Search.Caffeine addict. Principal SEO Consultant, Distilled hannah.smith@distilled.net @hannah_bo_banna
  2. 2. SEO Post Penguin HANNAH SMITH
  3. 3. has changed…@hannah_bo_banna
  4. 4. it just got@hannah_bo_banna
  5. 5. april 2012…
  6. 6. In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Matt Cutts, April 24th 2012@hannah_bo_banna http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html
  7. 7. Google Organic70000600005000040000300002000010000 0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12
  8. 8. like panda we’ve seenupdates…but they arefar less frequent
  9. 9. May 25 th 2012Penguin 1.1@hannah_bo_banna http://searchengineland.com/google-pushes-first-penguin-algorithm-update-122518
  10. 10. October 5 th 2012Penguin 3@hannah_bo_banna http://searchengineland.com/google-penguin-update-3-135527
  11. 11. to give some context…april 2012 – february 2013:
  12. 12. Panda Updates@hannah_bo_banna
  13. 13. DMCA@hannah_bo_banna insidesearch.blogspot.com/2012/08/an-update-to-our-search-algorithms.html
  14. 14. Result SERPs@hannah_bo_banna http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination
  15. 15. @hannah_bo_banna http://www.seomoz.org/blog/googles-emd-algo-update-early-data
  16. 16. Page Layout@hannah_bo_banna http://www.seroundtable.com/google-page-layout-update-15815.html
  17. 17. all themakes diagnosis difficult@hannah_bo_banna
  18. 18. but notimpossible@hannah_bo_banna
  19. 19. step 1:diagnosis
  20. 20. @hannah_bo_banna /
  21. 21. @hannah_bo_banna http://www.seomoz.org/google-algorithm-change
  22. 22. @hannah_bo_banna http://www.panguintool.com/
  23. 23. step 2:page levelkeyword level orsitewide?
  24. 24. can you get anew page rankingfor a non-competitive keyword?@hannah_bo_banna
  25. 25. yes?page level orkeyword level@hannah_bo_banna
  26. 26. no?sitewide@hannah_bo_banna
  27. 27. page level orkeyword level?
  28. 28. move your contentto abrand new page@hannah_bo_banna
  29. 29. the content on:www.yoursite.com/hotels-in-riminimoves to:www.yoursite.com/rimini-hotels@hannah_bo_banna
  30. 30. 301 or rel-canonicalwww.yoursite.com/hotels-in-rimini to www.yoursite.com/rimini-hotels@hannah_bo_banna
  31. 31. the penalty will pass @hannah_bo_banna
  32. 32. does it rank?@hannah_bo_banna
  33. 33. no?keyword level@hannah_bo_banna
  34. 34. yes?page level@hannah_bo_banna
  35. 35. sitewide /keyword levelrecovery
  36. 36. @hannah_bo_banna
  37. 37. then@hannah_bo_banna
  38. 38. @hannah_bo_banna
  39. 39. then@hannah_bo_banna
  40. 40. @hannah_bo_banna
  41. 41. or move toa new site
  42. 42. 301 or rel-canonical@hannah_bo_banna
  43. 43. the penalty will pass @hannah_bo_banna
  44. 44. link buildingpost penguin
  45. 45. just because you’ve not been hit@hannah_bo_banna
  46. 46. doesn’t mean you’rebullet-proof@hannah_bo_banna
  47. 47. what does an ‘unnatural’ linklook like?@hannah_bo_banna
  48. 48. @hannah_bo_banna
  49. 49. homepage isPageRank zero(or has lost PR)@hannah_bo_banna
  50. 50. the page that your link is on isn’t indexed@hannah_bo_banna
  51. 51. site is openly selling links@hannah_bo_banna
  52. 52. site sells advertorials withfollowed links@hannah_bo_banna http://www.davidnaylor.co.uk/interflora-what-really-happened.html
  53. 53. site featurescommercial anchor text linksfor a variety of niches (often in)sidebars &footers@hannah_bo_banna
  54. 54. few or no social signals (tweets, likes, comments etc)@hannah_bo_banna
  55. 55. site contains lots oflow qualityand / orunrelatedcontent@hannah_bo_banna
  56. 56. site shows no sign of editorial control@hannah_bo_banna
  57. 57. site isinfectedwith malware@hannah_bo_banna
  58. 58. @hannah_bo_banna
  59. 59. WWMCT? could you show this link to Matt Cutts? would he think it was ok?@hannah_bo_banna
  60. 60. how much can youget awaywith?
  61. 61. If you don’t have a single, genuine, editorially given link…@hannah_bo_banna
  62. 62. I thought it was all aboutanchor text
  63. 63. most SEOs agree you should have50%+ brandedanchor text@hannah_bo_banna
  64. 64. but in the future I think it’ll bethe linksnot the anchor textthat will be the problem@hannah_bo_banna
  65. 65. we’re swiftly reaching thebrink@hannah_bo_banna
  66. 66. ‘faking it’requires almost the same amount ofeffort as@hannah_bo_banna
  67. 67. ‘making it’@hannah_bo_banna
  68. 68. addvalue…@hannah_bo_banna
  69. 69. 87linking root domains@hannah_bo_banna
  70. 70. 121linking root domains@hannah_bo_banna
  71. 71. remember where we started?@hannah_bo_banna
  72. 72. has changed…@hannah_bo_banna
  73. 73. it just got@hannah_bo_banna
  74. 74. start doinggreat things@hannah_bo_banna
  75. 75. anyquestions?@hannah_bo_banna hannah.smith@distilled.net
  76. 76. Image Credits• No Traffic - http://www.flickr.com/photos/hanuman/4251514423/sizes/l/• Noise - http://www.flickr.com/photos/mookitty/261949769/sizes/o/• Penguin March - http://www.flickr.com/photos/sidereal/76724710/sizes/l/• Iceberg - http://seawayblog.blogspot.co.uk/2008/12/tip-of-iceberg.html• Mission Impossible - http://www.fanpop.com/clubs/tom-cruise/images/27898914/title/mission-impossible-1996-screencap• Matt Cutts - http://www.submitinme.com/blogs/simtalk/wp-content/uploads/2012/04/Matt-Cutts1.jpg• The Future - http://newcastleresearchers.wordpress.com/2010/01/15/what-will-you-be-doing-10-years-from-now/• The Time is Now - http://pialachheb.tumblr.com/page/5@hannah_bo_banna

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