SEO in a Post-Penguin World
How Google's Panda & Penguin are Affecting Your
Site's Rankings
Kent Lewis (@KentjLewis)
Presi...
About Me
Agenda

Agenda

Search Engine Algorithm History
What is Penguin?
Diagnosing Penguin Penalty
Placating Penguin
Post-Penguin...
3C’s of SEO

Content

Code

Credibility
SEO: Efficacy of Strategies
SEO: 3D Tactical View
Search Engine Ranking Factors
Future Ranking Factors
Panda vs. Penguin: At-a-Glance
Panda targets low quality content, thin
content, duplicate content, etc.
Penguin targets sp...
Algorithm Update Timeline
Algorithm Update Timeline
Penguin Impact
“The change will decrease rankings for sites that
we believe are violating Google’s existing
quality guidel...
Page Quality: Man vs. Machine
Human quality raters evaluate content
Machine-learning = identifying patterns
May also rewar...
What is Penguin?
Domains (exact keyword match, parked)
Page titles & navigation (keyword-stuffing)
Cloaking, redirects & d...
Algorithm Update Timeline
Change history illustrates a variety of changes
Exact Match Domain (EMD) update separate
What to Avoid…
Content (duplicate, recycled, useless)
What to Avoid…
User experience (bounce rates, social sharing)
Advertising (above the fold)
Affiliates (thin sites)
What to Avoid…
Links (anchor text, farms, paid, blog spam)
Penguin Impact by Industry
Penguin Winners & Losers
Diagnosing Penguin Penalty
Did you get this warning message via Webmaster Tools?

If so, you may have been hit by Penguin…
Diagnosing Penguin Penalty
Look at your sales receipts
Check analytics (on key dates)
Diagnosing Penguin Penalty
Audit your website:
Content
Code
Credibility
Diagnosing Penguin Penalty
Diagnosing Penguin Penalty
Diagnosing Penguin Penalty
Placating Penguin
Consolidate similar pages
404 offending pages or move to a new domain
Be thoughtful with advertising pla...
Placating Penguin
Google Link Disavow Tool
If you received an Unnatural Link Warning notice
Placating Penguin
Remove unrelated or very low quality links
Get more high quality and relevant links
Vary your anchor tex...
Placating Penguin
Understand Google Webmaster Guidelines
Fix the obvious problems
Resubmit to Google once 100% repaired
If...
Post-Penguin Best Practices
Good design & experience = rankings
Multimedia experience = images & video
Don’t forget social...
Move The Needle
Move The Needle Exercise
1.
2.
3.
4.
5.
6.

Audit your website to assess penalties
If confirmed, develop optimization plan...
Key Takeaways
Diagnose impact of Penguin & Panda
Clean up your act
Design for end users, not search engines
Create unique ...
Resources
Brick: Marketing Google Panda Updates
Google Webmaster Guidelines
SEL: Webspam Targeted in Update
SEL: Google Pa...
Read articles & white papers in the Anvil Resources section
Sign up for our monthly email newsletter & webinars
Read our b...
Thank You

www.onlinemarketinginstitute.org

www.anvilmediainc.com
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SEO in a Post-Penguin World

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  • http://www.anvilmediainc.com/about/team/kent-lewis
  • http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3http://searchengineland.com/penguin-update-recovery-tips-advice-119650http://searchengineland.com/library/google/google-penguin-update
  • http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
  • http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
  • http://www.dirjournal.com/articles/visual-timeline-of-google-algorithm-updates-infographic/
  • http://www.dirjournal.com/articles/visual-timeline-of-google-algorithm-updates-infographic/
  • http://www.socialmediaexaminer.com/facebook-timeline-marketing/http://www.morevisibility.com/news_item/4-marketing-tips-for-facebook-timeline.html
  • How to be a Rock Star on 8 Social Media Platforms http://www.imediaconnection.com/content/30534.asp 9 ways to Lose Friends and Alienate People in Social Media http://www.imediaconnection.com/content/30157.asp
  • SEO in a Post-Penguin World

    1. 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. 2. About Me
    3. 3. Agenda Agenda Search Engine Algorithm History What is Penguin? Diagnosing Penguin Penalty Placating Penguin Post-Penguin Best Practices Resources
    4. 4. 3C’s of SEO Content Code Credibility
    5. 5. SEO: Efficacy of Strategies
    6. 6. SEO: 3D Tactical View
    7. 7. Search Engine Ranking Factors
    8. 8. Future Ranking Factors
    9. 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. 10. Algorithm Update Timeline
    11. 11. Algorithm Update Timeline
    12. 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. 13. Page Quality: Man vs. Machine Human quality raters evaluate content Machine-learning = identifying patterns May also reward properly optimized sites
    14. 14. What is Penguin? Domains (exact keyword match, parked) Page titles & navigation (keyword-stuffing) Cloaking, redirects & doorway pages
    15. 15. Algorithm Update Timeline Change history illustrates a variety of changes Exact Match Domain (EMD) update separate
    16. 16. What to Avoid… Content (duplicate, recycled, useless)
    17. 17. What to Avoid… User experience (bounce rates, social sharing) Advertising (above the fold) Affiliates (thin sites)
    18. 18. What to Avoid… Links (anchor text, farms, paid, blog spam)
    19. 19. Penguin Impact by Industry
    20. 20. Penguin Winners & Losers
    21. 21. Diagnosing Penguin Penalty Did you get this warning message via Webmaster Tools? If so, you may have been hit by Penguin…
    22. 22. Diagnosing Penguin Penalty Look at your sales receipts Check analytics (on key dates)
    23. 23. Diagnosing Penguin Penalty Audit your website: Content Code Credibility
    24. 24. Diagnosing Penguin Penalty
    25. 25. Diagnosing Penguin Penalty
    26. 26. Diagnosing Penguin Penalty
    27. 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. 28. Placating Penguin Google Link Disavow Tool If you received an Unnatural Link Warning notice
    29. 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. 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. 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. 32. Move The Needle
    33. 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. 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. 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. 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 Kent@AnvilMediaInc.com
    37. 37. Thank You www.onlinemarketinginstitute.org www.anvilmediainc.com
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