Google updates and penalties: how to diagnose and recover

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Google updates and penalties: how to diagnose and recover

  1. 1. December 19, 2013 Google Updates & Penalties: How to Diagnose & Recover
  2. 2. Promodo at a Glance
  3. 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. 4. Speakers Katherine Golovinova SEO and Marketing Specialist at Promodo Alexandra Tachalova Marketing Manager at SEMrush
  5. 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. 6. Differences Between Manual & Algorithmic Google Penalties
  7. 7. ● Backlinks from low-quality sites ● Unvaried backlink mass ● High percentage of backlinks with keyword-rich anchor texts Not quite correct
  8. 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. 9. Penguin Related Penalties & Manual Actions Applied For Unnatural Links
  10. 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. 11. Manual actions
  12. 12. Manual actions Targeted action to a site
  13. 13. Manual actions Manual action to an entire site
  14. 14. Panda Related Penalties & Manual Actions Applied For LowQuality Content
  15. 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. 16. How To Diagnose What You’ve Suffered From
  17. 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. 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. 19. What to Do & How to Get Ready For a Reconsideration Request Submission
  20. 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. 21. Penguin algorithmic penalties & unnatural linksrelated manual actions 1. Download inbound links 2. Analyze links pointing to your site
  22. 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. 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. 24. Manual actions targeted at unnatural links
  25. 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. 26. Was my site affected? More than 2 times drop
  27. 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. 28. Changes in website rankings Google Webmaster Tool
  29. 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. 30. Changes in website rankings How to set up search queries report in Google Analytics?
  31. 31. Changes in website rankings How to set up search queries report in Google Analytics? 1 4 2 3
  32. 32. Walking through Backlinks How about using tools?
  33. 33. Walking through Backlinks Website: barclayswealth.com Suffered from Google Penguin update in October 2013
  34. 34. Walking through Backlinks Website: barclayswealth.com Backlinks analysis and quality….
  35. 35. Walking through Backlinks Backlinks analysis…
  36. 36. Duplicate content and etc
  37. 37. Duplicate content and etc
  38. 38. And what about competitors? http://puu.sh/5QBpW.png
  39. 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. 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. 41. Please follow Semrush.com/blog Promodo.com/blog Twitter.com/semrush Twitter.com/promodo_en Facebook.com/SEMrush Facebook.com/promodo
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