Recovering From Google Penalties - SMX Israel 2015

PRATIK DHOLAKIYA
www.e2msolutions.com | @DholakiyaPratik #SMXIsrael #6A
CHASING PANDA, PENGUIN AND
MANUAL PENALTY OUT OF YOUR
WEBSITE

“MUST FOLLOW”
SEO EXPERT
TOP 100 CONTENT
MARKETING BRANDS
RECOMMENDED
AGENCY
C O N T R I B U T O R

HOW MANY OF YOU
HAVE WOKEN UP ONE MORNING,

HOW MANY OF YOU
LOOKED AT GOOGLE ANALYTICS,

HOW MANY OF YOU
LOOKED AT GOOGLE ANALYTICS,
AND GOT THE SHOCK OF YOUR LIFE?

THE IMPACT OF A PENALTY

DO YOU KNOW
HOW MANY BUSINESSES
DEPEND ON GOOGLE & SEO?

I DON’T KNOW.

I DON’T KNOW.
BUT I CARE.

BECAUSE MINE DOES.

AND SO DOES YOURS.

SO TODAY, WE’LL DO SOME HUNTING
PANDA PENGUIN GOOGLER

MEET THE ENEMY: PANDA

PROBLEMS THAT INVITE PANDA

Duplicate Titles and Meta Descriptions

Duplicate Product Page Content (Ecommerce)

Copied or Fluff Content on Blog

Copied or Rehashed Content on Website / Service Pages

Syndicated Content without Canonicalization

Low Quality / Thin Content

Spun (Machine Generated) Content

Keyword Stuffed Content

Using Duplicate Content to Build Links

RECOVERING FROM PANDA

Original Content Across the Site

rel=canonical
for Same Content on Different URLs

Unique Titles and Meta Descriptions
for All Pages

No Copied Content from
Other Sources
(No, not even a little!)

All Content Created by Humans

Increase # of Crawled Pages,
Make Sure All Content is
Immediately and Frequently Crawled

Aim to improve user engagement and shares,
and reduce bounce rate on all your pages.
This will signal to Google that your content is
fresh and useful.
E2M PRO TIP

MEET THE ENEMY: PENGUIN

PROBLEMS THAT INVITE PENGUIN

Over-Optimized Anchor Text
Over-Optimized Anchor Text

Excessive Links with Unbranded Anchor Text

Over-Optimized / Excessive Internal Linking

Links from Bad Neighborhoods

Irrelevant Backlinks

Low Quality Backlinks
(Free-for-all Directories, Social Bookmarking, General Forums, Blog Comments, Classifieds, Article Submissions)

Site-wide Footer Links

Site-wide Sidebar Links

Link Buying

M Participation in Link SchemesParticipation In Link Schemes

Redirecting a Penalized Website to a Fresh Domain

Low Quality Guest Posts
With Over-Optimized Anchor Text in Author Bio

Hidden Links

Links from Penalized Sites

Image credit: h6ps://www.domcop.com/blog/building-private-blog-network/
PBN Links

Continuing to Build Low Quality Links

RECOVERING FROM PENGUIN

Stop Using and Say “NO” to
Deceptive Link Building Tactics

Use Manual + Automated Efforts
to Get Rid of All Low Quality Links

No Site-Wide Backlinks (Footer / Sidebar)
from Clients or Partners

Create, Update and Upload an
Error-Free Disavow File

Build High Authority Links through
Content Marketing and Digital PR. Get
Some Natural Mentions.

Create Linkable Assets and Distribute
them through Different Channels.

E2M PRO TIP
Use All Available Tools and Keep Checking
Your Backlinks Regularly For New
Suspicious Links.

MEET THE FRIENDS: GOOGLERS

PROBLEMS THAT INVITE
MANUAL PENALTIES

•  Over-Optimized Anchor Text
•  Links From Penalized Sites
•  Low Quality Backlinks
(Articles, Directories, Forum Profiles, etc.)
PROBLEMS THAT INVITE MANUAL PENALTIES

•  Site-wide Footer Links
•  Site-wide Sidebar Links
•  Link Buying

•  Participation in Link Schemes
•  Low Quality Guest Posts with Over-Optimized
Anchor Text in Author Bio
•  Hidden Links
•  PBN Links

RECOVERING FROM
MANUAL PENALTIES

Remove Each and Every Unnatural Link
RECOVERING FROM A MANUAL PENALTY

Manually Outreach to All Sites.
At Least 5 Times.

Find Out if You Also Have
an Algorithmic Penalty

Double Check Your Disavow File

Remove All Bad Links,
Whether They Are Followed or No-Followed

Don’t Keep Bad Links Just Because
Your Competitors Have Them Too

Be Truthful, Concise and Specific
in Your Reconsideration Request

Don’t build any new links until you see the
Manual Spam Action Revoked message,
so that none of the new links are delaying
Google’s assessment of your backlink
profile.
E2M PRO TIP

CASE STUDIES

www.cbacfunding.com
CASE STUDY #1 – PENGUIN RECOVERY

THE PROBLEM
•  Large number of links from blog comments
•  Exact match anchor text links from low quality sites
•  Paid listings in directories
•  Free-for-all directory links on their money keywords
•  Links from hundreds of article directories
•  Bad neighborhood links

THE SOLUTION
•  Fixed all the on-page SEO issues
•  Worked with client to get rid of as many low quality
links as possible
•  Created linkable assets (infographics, industry-specific
tools) and acquired some very good links
•  Planned specific guest blogging strategy to acquire high
quality links from relevant sites
•  Got client featured on sites like Entrepreneur, Fox
Business and The Street

THE RESULT

THE TAKEAWAYS
•  Define a strong strategy
•  Remove as many spammy links as possible
•  Redefine the anchor text strategy
•  Build linkable assets
•  Focus on top-tier links with branded anchors
•  Patience is a virtue

CASE STUDY #2 – MANUAL PENALTY RECOVERY
www.freesamples.org

THE PROBLEM
•  A penalized website on the domain ThunderFap.com
•  A large number of low quality backlinks pointing to it
•  Redirected penalized domain (ThunderFap) to a new
domain (FreeSamples)
•  Eventual “Unnatural Links” warning on the new domain

THE SOLUTION
•  Cancelled redirection from ThunderFap to FreeSamples
•  Set ‘NoFollow’ on link to Freesamples.org on ThunderFap
(You can still see it on ThunderFap.com)
•  Performed manual outreach to get rid of as many low quality
links as possible
•  Prepared and uploaded an appropriate Disavow File
•  Wrote a detailed reconsideration request to Google,
explaining every single thing

THE CHALLENGE
Convincing the client to cancel the
redirection from Thunderfap.com to
Freesamples.org
(Clients can be tougher adversaries than Google.)

THE TAKEAWAYS
•  Identify the exact cause
•  Strategize and chart out a plan before you start
•  Remove as many spammy links as possible
•  Make sure to get rid of most of the problematic links
•  Prepare an accurate disavow file
•  Submit a detailed reconsideration request (Be Honest)

THE MILLION DOLLAR QUESTION
HOW LONG DOES IT TAKE TO RECOVER
FROM A PENALTY?

THE $0.02 ANSWER
•  If you’re an Alphabet Inc. Funded Startup,
2 DAYS!
•  Our FASTEST recovery time is 3 WEEKS! for
a (not-very-well-known) site
•  But we also know it may take up to 1 YEAR!

SO, YOU RECOVERED FROM A
GOOGLE PENALTY…

SO, YOU RECOVERED FROM A
GOOGLE PENALTY…
WHAT NEXT?

FURTHER READING!
CBAC Case Study:
http://www.e2msolutions.com/blog/google-penguin-recovery-case-study/
Free Samples Case Study:
http://www.e2msolutions.com/blog/google-penalty-recovery-case-study/
What to do if you’re hit by Penguin:
http://www.e2msolutions.com/blog/penguin-analysis-and-how-to-recover-successfully/
What to do if you’re hit by a Manual Action:
http://www.e2msolutions.com/blog/how-to-identify-a-manual-spam-action-and-recover/
What to do if you’re hit by both:
http://www.e2msolutions.com/blog/penalty-recovery-is-fun-quick-reversal-of-manual-link-spam-action/
After you recover:
http://www.e2msolutions.com/blog/removing-your-penalty-isnt-enough/

THANK YOU… AND KEEP IN TOUCH!
@DholakiyaPratik
Facebook.com/DholakiyaPratik
Linkedin.com/in/pratikdholakiya
web@pratikdholakiya.com
www.PratikDholakiya.com
Twitter -
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Email -
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Recovering From Google Penalties - SMX Israel 2015

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