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SEO in a Post-Penguin World


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Instructed by Kent Lewis.

Instructed by Kent Lewis.

Published in: Marketing, Technology, Design
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  • How to be a Rock Star on 8 Social Media Platforms 9 ways to Lose Friends and Alienate People in Social Media
  • Transcript

    • 1. SEO in a Post-Penguin World How Google's Panda & Penguin are Affecting Your Site's Rankings Kent Lewis (@KentjLewis) President & Founder Anvil Media, Inc. (@AnvilMedia)
    • 2. About Me
    • 3. Agenda Agenda Search Engine Algorithm History What is Penguin? Diagnosing Penguin Penalty Placating Penguin Post-Penguin Best Practices Resources
    • 4. 3C’s of SEO Content Code Credibility
    • 5. SEO: Efficacy of Strategies
    • 6. SEO: 3D Tactical View
    • 7. Search Engine Ranking Factors
    • 8. Future Ranking Factors
    • 9. Panda vs. Penguin: At-a-Glance Panda targets low quality content, thin content, duplicate content, etc. Penguin targets spam (and at this point it’s heavily targeting unnatural inbound links).
    • 10. Algorithm Update Timeline
    • 11. Algorithm Update Timeline
    • 12. Penguin Impact “The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines” Targeting spam, not over-optimization Typically 500 smaller updates annually Penguin has impacted about 3.1% of queries (compared to 2.23.11 Panda 1.0’s 12%) Lives outside of main search index (like Panda)
    • 13. Page Quality: Man vs. Machine Human quality raters evaluate content Machine-learning = identifying patterns May also reward properly optimized sites
    • 14. What is Penguin? Domains (exact keyword match, parked) Page titles & navigation (keyword-stuffing) Cloaking, redirects & doorway pages
    • 15. Algorithm Update Timeline Change history illustrates a variety of changes Exact Match Domain (EMD) update separate
    • 16. What to Avoid… Content (duplicate, recycled, useless)
    • 17. What to Avoid… User experience (bounce rates, social sharing) Advertising (above the fold) Affiliates (thin sites)
    • 18. What to Avoid… Links (anchor text, farms, paid, blog spam)
    • 19. Penguin Impact by Industry
    • 20. Penguin Winners & Losers
    • 21. Diagnosing Penguin Penalty Did you get this warning message via Webmaster Tools? If so, you may have been hit by Penguin…
    • 22. Diagnosing Penguin Penalty Look at your sales receipts Check analytics (on key dates)
    • 23. Diagnosing Penguin Penalty Audit your website: Content Code Credibility
    • 24. Diagnosing Penguin Penalty
    • 25. Diagnosing Penguin Penalty
    • 26. Diagnosing Penguin Penalty
    • 27. Placating Penguin Consolidate similar pages 404 offending pages or move to a new domain Be thoughtful with advertising placement Delete, Destroy or Dilute offending links
    • 28. Placating Penguin Google Link Disavow Tool If you received an Unnatural Link Warning notice
    • 29. Placating Penguin Remove unrelated or very low quality links Get more high quality and relevant links Vary your anchor text Take it easy on the internal “SEO” linking If you are doing sponsored links, be careful! Cancel or remove unnecessary footer links
    • 30. Placating Penguin Understand Google Webmaster Guidelines Fix the obvious problems Resubmit to Google once 100% repaired If form doesn’t work, post to Webmaster Forum
    • 31. Post-Penguin Best Practices Good design & experience = rankings Multimedia experience = images & video Don’t forget social media: trust & authority Matt Cutts, Google Search Quality engineer & industry hero “…the reputable sites tend to spell better and the sites that are lower PageRank, or very low PageRank, tend not to spell as well."
    • 32. Move The Needle
    • 33. Move The Needle Exercise 1. 2. 3. 4. 5. 6. Audit your website to assess penalties If confirmed, develop optimization plan Revisit SEO content strategy Revisit SEO linking strategy Implement and monitor for 90 days Adjust strategies based on results Move The Needle
    • 34. Key Takeaways Diagnose impact of Penguin & Panda Clean up your act Design for end users, not search engines Create unique & engaging content Optimize, syndicate & promote your content Focus on engagement metrics
    • 35. Resources Brick: Marketing Google Panda Updates Google Webmaster Guidelines SEL: Webspam Targeted in Update SEL: Google Panda Update SEL: Penguin Recovery Tips SEOmoz: Google Algorithm Change SEOmoz: Panda & Penguin Panic SEOR: Google Penguin Warning B2C: How to Fight Penguin-Panda Updates Mashable: Google Penguin Recovery
    • 36. Read articles & white papers in the Anvil Resources section Sign up for our monthly email newsletter & webinars Read our blog or follow us on Twitter (@AnvilMedia) Ask questions about search, social media or mobile marketing @KentjLewis President & Founder Anvil Media, Inc. 503-260-6700
    • 37. Thank You