Google updates and penalties: how to diagnose and recover

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  • 1. December 19, 2013 Google Updates & Penalties: How to Diagnose & Recover
  • 2. Promodo at a Glance
  • 3. SEMRush is a competitor research tool with a regularly updated database of over 95 million of the most expensive keywords used to drive traffic to websites through Google Adwords and Google’s organic search results.
  • 4. Speakers Katherine Golovinova SEO and Marketing Specialist at Promodo Alexandra Tachalova Marketing Manager at SEMrush
  • 5. Webinar main points Differences between manual & algorithmic penalties Penguin-related penalties Panda-related penalties How to diagnose what you’ve suffered from How to get ready for a reconsideration request submission & how to submit it correctly
  • 6. Differences Between Manual & Algorithmic Google Penalties
  • 7. ● Backlinks from low-quality sites ● Unvaried backlink mass ● High percentage of backlinks with keyword-rich anchor texts Not quite correct
  • 8. Manual action Algorithmic penalties Notification in GWT No notification At any time Google moderators’ decision Once a new update is rolled out Penalty is applied algorithmically
  • 9. Penguin Related Penalties & Manual Actions Applied For Unnatural Links
  • 10. Unnatural links characteristics 1. Inbound links from low quality sites 2. Inbound links from sites of an unrelated niche 3. Inbound links with commercial (keyword-rich) anchors 4. Unvaried backlink mass 5. Footer links
  • 11. Manual actions
  • 12. Manual actions Targeted action to a site
  • 13. Manual actions Manual action to an entire site
  • 14. Panda Related Penalties & Manual Actions Applied For LowQuality Content
  • 15. Low-quality site characteristics 1. Poor quality content 2. Duplicate content 3. Large amount of advertising 4. Content that doesn’t bring any value to users
  • 16. How To Diagnose What You’ve Suffered From
  • 17. Panda poll 1. Is your site not appearing in Google search results, or is it performing more poorly than it once did? 2. Was there a Panda update recently? (http://moz.com/google-algorithm-change) 3. Did you discover duplicate content on your site?
  • 18. Penguin poll 1. Is your site not appearing in Google search results, or is it performing more poorly than it once did? 2. Was there a Penguin update recently? 3. Did you discover an excessive number of inbound links with keyword-rich anchors pointing to your site?
  • 19. What to Do & How to Get Ready For a Reconsideration Request Submission
  • 20. Panda algorithmic penalties & low-quality, content-related manual actions 1. Remove duplicate content (duplicate content pages) from your site 2. Write high-quality, unique content 3. Bring value
  • 21. Penguin algorithmic penalties & unnatural linksrelated manual actions 1. Download inbound links 2. Analyze links pointing to your site
  • 22. Penguin algorithmic penalties & unnatural linksrelated manual actions 1. Keyword-rich anchors 2. Article catalogues 3. Link exchange sites 4. Sponsored reviews 5. Catalogues for site submission 6. Footer links
  • 23. Penguin algorithmic penalties & unnatural linksrelated manual actions 1. Download inbound links 2. Analyze links pointing to your site 3. Take bad inbound links down (http://www.promodo.com/blog/webinar-materials-toolkit-for-diy-seo-audit-of-your-website) 4. Disavow bad backlinks 5. Document the efforts done 6. Send the reconsideration request
  • 24. Manual actions targeted at unnatural links
  • 25. What are we going to talk about? • Diagnose what penalties you’re suffering from • Find whether your competitors suffered from Google penalties and grab all the benefits at once • Find not provided keywords (which are really not so “not provided”)
  • 26. Was my site affected? More than 2 times drop
  • 27. How can you find the reasons? • Analyzing changes in rankings and site indexation • Walking through backlinks and sorting out the bad ones • Working with a duplicate content and other related issues
  • 28. Changes in website rankings Google Webmaster Tool
  • 29. Changes in website rankings Google Analytics • The best indicator is a sharp drop in organic Google traffic • A site search has shown a problems with rankings for a branded queries or website name
  • 30. Changes in website rankings How to set up search queries report in Google Analytics?
  • 31. Changes in website rankings How to set up search queries report in Google Analytics? 1 4 2 3
  • 32. Walking through Backlinks How about using tools?
  • 33. Walking through Backlinks Website: barclayswealth.com Suffered from Google Penguin update in October 2013
  • 34. Walking through Backlinks Website: barclayswealth.com Backlinks analysis and quality….
  • 35. Walking through Backlinks Backlinks analysis…
  • 36. Duplicate content and etc
  • 37. Duplicate content and etc
  • 38. And what about competitors? http://puu.sh/5QBpW.png
  • 39. Free online marketing audit We would like to invite you all to a free, 10-15 minutes-long, personalized webinar for a quick audit of your website and marketing campaigns by Google-certified experts. - Quick usability audit of the existing site; Quick SEO audit and review of existing analytics; Audit of PPC campaigns; Technical audit; Best practices of conversion rate optimization; General online marketing strategy insights. Free online marketing audit http://www.lp.promodo.com/guides/free-site-audit/
  • 40. Thank you for attending! Katherine Golovinova Alexandra Tachalova e-mail: e.golovinova@promodo.com Skype: katherineglvnv e-mail: a.tachalova@semrush.com Skype: a.tachalova SEO & Marketing Specialist at Promodo Marketing Manager at SEMrush
  • 41. Please follow Semrush.com/blog Promodo.com/blog Twitter.com/semrush Twitter.com/promodo_en Facebook.com/SEMrush Facebook.com/promodo