SEMPDXPenguin Case Study  Twitter: @AmplifySEM
Amplify Interactive Overview  Boutique Agency – All We Do is Search  • Search Engine Optimization (SEO)  • Pay Per Click (...
HANK: CHIEF MORALE         OFFICER, COLUMNIST, CELEBRITY  Hank’s Primary Areas of Responsibility:  • Welcome visitors  • P...
PENGUIN SLAPPED A Case StudyTwitter: @AmplifySEM
Disclaimer • Outdoor furniture site • I THINK I hid the ID of the offending site • Not a “client” – we didn‟t do this to  ...
Penguin ToolKit • Dates: Penguin 1.0 = 4/24/12        – http://www.seomoz.org/google-algorithm-          change        – M...
Site Affected by Panda + Penguin • 3/23: Panda 3.4 – Over-Optimization • 4/24: Penguin 1.0 – Spammy Links • 5/30: Memorial...
Analysis: Pre/Post Penguin • 2 weeks before & 2 weeks after • Doesn‟t look like much – 39% difference • 1 specific referri...
Any Guesses?                       Anchor Text Profile Branded Anchor Text                                        adironda...
HOME PAGE COMES IN 2ND                       Inbound Links by Page                                               http://ww...
OUCH  Guess which  product page  DOESN‟T  have exact  match anchor  text pointing  at it?Twitter: @AmplifySEM
The Types of Links That are Spammy                       Links by Domain                                         patiowood...
Who‟s Linking? And Why?                                  Links by Page Authority                                          ...
I Found Sites Like ThisTwitter: @AmplifySEM
I Found Articles Like This Most of the chairs you can find for outdoor use are mere replications of the designs that you c...
I Found Comments Like ThisTwitter: @AmplifySEM
Soap Box Time • How do tactics like   this add value? • Easy to get = low   value • How does this   showcase your   unique...
Penguin Recovery        Options Delete Destroy Dilute     Beg for mercyTwitter: @AmplifySEM
Penguin Recovery: Delete  • Delete bad links  • It will work… if you can do it.Twitter: @AmplifySEM
Penguin Recovery: Destroy                       Inbound Links by Page                                         http://www.d...
Penguin Recovery: Dilute Dilute your bad links by getting good links • Content Marketing Strategy        1. Create great c...
The Problem With This Approach?                   SEO‟s • Most SEO‟s then look for the „smartest‟ way to do things:       ...
Survival of the Fittest…       True to form – the site owner says:     “So we should just build more branded          link...
Survival of the Fittest…       This is me… because I know what they                  mean by this…Twitter: @AmplifySEM
Penguin Recovery: Dilute                        Who Knows What This Means?                              #RCSTwitter: @Ampl...
YOU BE THE SEO      What Would You Do?Twitter: @AmplifySEM
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Penguin Slapped - A Case Study - SEMpdx

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Presented at SEMpdx's October 2012 event "Penguins & Panda's". Features a diagnosis of a site that was nailed by Penguin (and Panda) and covers potential methods for recovery.

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  • 3:30
  • Penguin Slapped - A Case Study - SEMpdx

    1. 1. SEMPDXPenguin Case Study Twitter: @AmplifySEM
    2. 2. Amplify Interactive Overview Boutique Agency – All We Do is Search • Search Engine Optimization (SEO) • Pay Per Click (PPC) • Link Development & Site Marketing • Social Media Optimization • Web Analytics 2010 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN Clients benefit from industry experience and strategic perspective • Established agency – Started 2003 • Established experts – Ben Lloyd started in 1998 • Experts: Speaker at Search Engine Strategies, SEMpdx & more • Results: Work wins awards • Approach: Established, proven strategies, tactics and processesTwitter: @AmplifySEM
    3. 3. HANK: CHIEF MORALE OFFICER, COLUMNIST, CELEBRITY Hank’s Primary Areas of Responsibility: • Welcome visitors • Provide tension relief • Break time compliance specialist Experience, Credits & Qualifications: • Monthly Columnist, Hollywood Star News under pen name “Hollywood Hank” • Certified napping expert • Typical Work Day Schedule: • 8:00 - Greetings, Tail Wagging • 9:00 – Nap, attend meetings as needed • 10:00 – Break Time / Tug of War • 12:00 – Lunch inspection • 1:00 - Nap, attend meetings as needed • 3:00 – Snack, Tug of War • 5:00 - Head home for dinner and a napTwitter: @AmplifySEM
    4. 4. PENGUIN SLAPPED A Case StudyTwitter: @AmplifySEM
    5. 5. Disclaimer • Outdoor furniture site • I THINK I hid the ID of the offending site • Not a “client” – we didn‟t do this to their site  • Fess up – who‟s got Penguin problems? Or a client w/ problems?Twitter: @AmplifySEM
    6. 6. Penguin ToolKit • Dates: Penguin 1.0 = 4/24/12 – http://www.seomoz.org/google-algorithm- change – MozCast • Analytics • OpenSiteExplorer • Google Webmaster Tools – You will not get a notificationTwitter: @AmplifySEM
    7. 7. Site Affected by Panda + Penguin • 3/23: Panda 3.4 – Over-Optimization • 4/24: Penguin 1.0 – Spammy Links • 5/30: Memorial Day - Seasonal DeclineTwitter: @AmplifySEM
    8. 8. Analysis: Pre/Post Penguin • 2 weeks before & 2 weeks after • Doesn‟t look like much – 39% difference • 1 specific referring keyword sticks outTwitter: @AmplifySEM
    9. 9. Any Guesses? Anchor Text Profile Branded Anchor Text adirondack chairs adirondack chair wooden adirondack chairs cedar adirondack chairs wood adirondack chairTwitter: @AmplifySEM
    10. 10. HOME PAGE COMES IN 2ND Inbound Links by Page http://www.domainname.com/adc hair1.html http://www.domainname.com/ http://www.domainname.com/pot tingbenches.html http://www.domainname.com/fire woodracks.html http://www.domainname.com/cat dog.html http://domainname.com/ http://www.cedarwoodfurniture.co m/porchswings2.html http://www.cedarwoodfurniture.co m/windowboxes.html http://www.cedarwoodfurniture.co m/homegarden.htmlTwitter: @AmplifySEM
    11. 11. OUCH Guess which product page DOESN‟T have exact match anchor text pointing at it?Twitter: @AmplifySEM
    12. 12. The Types of Links That are Spammy Links by Domain patiowoodfurniture.org buygardenpergolas.com poolmerchants.com suburbanreef.com outdoorfurnitureplus.com askives.com ezinearticles.com northcedar.com woodoutdoorbenches.net artipot.com furniture-reproduction.com aolstalker.com redwoodpicnictable.net articlesbase.com articlesnatch.com hgtv.com rebeldjs.comTwitter: @AmplifySEM
    13. 13. Who‟s Linking? And Why? Links by Page Authority 600 500 400 300 Number of Links 200 100 0 63 55 49 44 39 34 29 24 19 14 9 Page Authority of Linking PageTwitter: @AmplifySEM
    14. 14. I Found Sites Like ThisTwitter: @AmplifySEM
    15. 15. I Found Articles Like This Most of the chairs you can find for outdoor use are mere replications of the designs that you can see for indoor use. If there are deep-seating sofas in the living room, arm chairs in the dining room or recliners in the den, you can always find that they have their corresponding counterparts in the patio furniture. If you wish, however, for an exquisite and unique design that is built specifically for the outside setting then you should go for Adirondack chairs.Twitter: @AmplifySEM
    16. 16. I Found Comments Like ThisTwitter: @AmplifySEM
    17. 17. Soap Box Time • How do tactics like this add value? • Easy to get = low value • How does this showcase your uniqueness? • Why should I give a sh!t? • Rankings are not a business metricTwitter: @AmplifySEM
    18. 18. Penguin Recovery Options Delete Destroy Dilute  Beg for mercyTwitter: @AmplifySEM
    19. 19. Penguin Recovery: Delete • Delete bad links • It will work… if you can do it.Twitter: @AmplifySEM
    20. 20. Penguin Recovery: Destroy Inbound Links by Page http://www.domain name.com/adchair1 .html  404 offending http://www.domain name.com/ pages?  Move to a new http://www.domain name.com/pottingb enches.html domain? http://www.domain name.com/firewood racks.htmlTwitter: @AmplifySEM
    21. 21. Penguin Recovery: Dilute Dilute your bad links by getting good links • Content Marketing Strategy 1. Create great content 2. Market your content 3. Get links Sounds easy enough…Twitter: @AmplifySEM
    22. 22. The Problem With This Approach? SEO‟s • Most SEO‟s then look for the „smartest‟ way to do things: – Buy lots of articles for $20 a pop – “Only 2% exact match anchor text” – Buy likes: Link/like/share networks – Find “dofollow” blogs to comment on – Buy software to remove links – Buy stumblesTwitter: @AmplifySEM
    23. 23. Survival of the Fittest… True to form – the site owner says: “So we should just build more branded links to those pages, right?”Twitter: @AmplifySEM
    24. 24. Survival of the Fittest… This is me… because I know what they mean by this…Twitter: @AmplifySEM
    25. 25. Penguin Recovery: Dilute Who Knows What This Means? #RCSTwitter: @AmplifySEM
    26. 26. YOU BE THE SEO What Would You Do?Twitter: @AmplifySEM
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