Created By: Shalaka Pawar            Pooja Soni            Viola Mendonca
ONCE UPON A TIME…..
Mr. Original   Mr. Scraper
wwww.originalwebsite.com    Original Content
wwww.scrapedwebsite.com    Scraped Content
AND THE RESULT WAS…
Keyword from Scraped Contentwww.scrapedcontent.comThis is scraped content. I copy content from people. I am still number.1...
HERE COMES PANDA!
SO WHAT?              IT WAS ON FEBRUARY 24 2011..WEBSITES WITH HIGH QUALITY CONTENT  WERE REWARDED AND LOW QUALITY     CO...
WHAT IS THIS PANDA?
ContentLink    FarmFarm
WHAT DO YOU MEAN BY  CONTENT FARM?
DUPLICATECONTENT
POORCONTENT & POORUSER EXPERIENCE
POOR CONTENT This is the step in our optimization will work wonders for us. Since the indexing keywords may not be underst...
HIGH AD TO CONTENT RATIO
WHAT DO YOU MEAN BY    LINK FARM?
LINK TO WEB SPAMMERS                Dokdogs.com        Top 10 Ranking | SEO | Improve            Search Engine Ranking
IRRELEVANT LINKSPheromone cologne for menCanadian viagraViagra super active
RECIPROCAL                  LINKS BUYING ORSELLING LINKS
AND ALL THIS LED TO..
THE REACTION! To say Im upset   would be anunderstatement!!
SO THAT’S IT?       NO!THE PANDA CONTINUED…
THE PANDA SERIES Panda            Date                               Update                                Update rolled o...
WHO ALL WERE AFFECTED?                -87%                 -84%                -93%
CASE STUDY
POST PANDA      UPDATE ERADo we need to change our approach ??
“I SHALL OUTSMART OVER-   SMART SITE OWNERS!”
SO WHAT IS REALLY GOING  ON OVER AT GOOGLE?                   “Not Allowed”      “Required”                               ...
ABSOLUTELY NOTHING          NEW!Google has always been very clear about –           Intolerance for spam        No Black h...
JUST THAT, THEY ARE NOW BETTER ATDETECTING IT & COMMUNICATING WITH US
WHAT IS PANDA AIMING AT ?• Make internet a better place• Improve search engine results• Make life better for users“ Market...
Excellence Ke    PeechheBhaago..Rankings Jhhak Maar KePeechhe Aayegi!!
3 WAYS YOU COULD BE IMPACTED     BY PANDA UPDATES: • Penalties • Adjusted rankings by algorithmic changes • Collateral dam...
WILL YOU PREFER MILK          OVER WINE?Bad habits are always tempting but hazardous :p
NO DUPLICATE CONTENT                      I HATE COPY                         CATS..If hit by Panda, Even non-duplicate pa...
RIGHT KEYWORDS AT RIGHT PLACE IN        RIGHT PROPORTION..Read the content and figure outwhat keywords it should rank for ...
WE LIKE VARIATIONS..SO DOES PANDA !Use of variation and synonyms instead of addition of                exact match keywords
QUALITY CONTENT CREATION               I am loving it               !• Original• Fresh• Insightful• Informative
NO CONTENT SCRAPINGDon’t fool me with clones !                      Automated Scraping       Manual Scraping
THINK BEYOND TRADITIONAL          SEO   Good Original Content + Good Keywords + Good     linking structure = Good SEO     ...
AFTER PANDA,     COMES THE PENGUIN!!
ONCE UPON A TIME….         -And so Begins another Story
Use of maximum              no. of Keywords               in Page Titles &                    Meta                 Descrip...
Page Title    Meta Description Use of maximum no. ofKeywords in Page Titles &   Meta Descriptions
FOOTER LINKS
LINK BUILDING
““dog collar”, “dog                       clothes”. I am going to  “I hate the word                         make sure that...
HERE COMES PENGUIN!
THE PENGUIN UPDATE 1.0•   Released – 24th April 2012•   Nickname – Over Optimization Penalty•   Websites Affected – 3.1% S...
33 instances of the  “I hate the word         keyword “dog“dogs” after coming       collars”..Are you to this website.. “ ...
TRAFFIC STATS   April 24th – Shit got real.
BEFORE…                    AFTER…  “No Google Update         “I want to quit my can harm my website.        profession as ...
DEALING WITH THE   PENGUIN!!
INTERESTING PAGETITLES/META DESCRIPTIONS                 Page Titles• Dog Collars, wholesale Dog Collars, Cheap Dog Collar...
ANCHOR TEXT DIVERSITY“Its always best to be who you are”                                      -Viola Mendonca
BUT WHAT IF ….
IF YOU ARE HIT…•   Re-Optimize•   Strip out Bad Links•   Start Building Natural Links•   Check for Duplicate Content•   Ad...
PENGUIN 1.1• Released on May 26th 2012• Data Refresh• Impact : Less Than one-tenth percent of English Search Queries
Time for Visitor Delight..• Quality experience• Searchers interaction• Trust cues• Share-ability• Connect Socially• Actual...
Key InferenceVisitor DelightSustainable SEO Really Does Matter..SEO Isnt Magic - So Stop Doing SEO Tricks ;)
AND THE STORY CONTINUES….
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
The Re- Return of Black and White SEO
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The Re- Return of Black and White SEO

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Shalaka Pawar, Viola Mendonca & Pooja Soni have brought out the entire history of Google’s Panda & Penguin updates to its search algorithm through this presentation. It talks about how they have affected the search industry as a whole, and how SEO agencies have had to constantly improvise (& cleanse for that matter) their strategies, as Google aims to make its algorithm more intelligent.

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  • The difference between white hat & black hat <a href="http://www.convonix.com/search-engine-marketing" title="search engine marketing techniques">search engine marketing techniques</a>
  • Panda is a change in Google’s Algorithm that rewards sites with Good Quality content and Good user experience and Punishes sites having content farms and Link farms
  • http://productforums.google.com/forum/#!category-topic/webmasters/crawling-indexing--ranking/NNinlDYGgwM
  • The case study is of a website having lot of content like articles and Blogs. The website did well for a long time. However with time the quality of the content that was present on the website had degraded. There was a lot of thin content present on the website. Because of this the website was hit by Panda.Pictures 1 shows the drop in traffic that was caused due to the panda update.Picture 2 shows the distribution of Good Quality Content vs Thin content, prior to quality issues and the one that lead to Panda
  • The website took necessary measures in getting away with thin content to recover from Panda. The details on how to survive the panda update have been covered in further slides.
  • <a href="http://www.convonix.com/blog/search-engine-optimization/surviving-the-google-panda-update/" title="Surviving the Google Panda Update">Surviving the Google Panda Update</a>
  • The Page Title and the Meta Description in the highlighted result illustrates an example of a over-optimized website
  • The website content has too many instances of a specific keyword
  • The slide shows an example of over-optimized footers
  • The slide highlights the use of exact match anchor text
  • Shows the reaction of an user and a Google spider before the Penguin Update
  • The reaction of a Google spider and a user after the Penguin Update
  • Impact of the Penguin Update
  • The slide illustrates the use of broad match keywords/keywords with brand name as anchor text
  • The Re- Return of Black and White SEO

    1. 1. Created By: Shalaka Pawar Pooja Soni Viola Mendonca
    2. 2. ONCE UPON A TIME…..
    3. 3. Mr. Original Mr. Scraper
    4. 4. wwww.originalwebsite.com Original Content
    5. 5. wwww.scrapedwebsite.com Scraped Content
    6. 6. AND THE RESULT WAS…
    7. 7. Keyword from Scraped Contentwww.scrapedcontent.comThis is scraped content. I copy content from people. I am still number.1on Google for this keyword.Keyword from Original Contentwww.originalcontent.comThis is original content. I don’t copy content from people. I am notranking number.1 on Google for this keyword.
    8. 8. HERE COMES PANDA!
    9. 9. SO WHAT? IT WAS ON FEBRUARY 24 2011..WEBSITES WITH HIGH QUALITY CONTENT WERE REWARDED AND LOW QUALITY CONTENT WERE PUNISHED 11.8% OF SEARCH QUERIES WERE AFFECTED A HUGE DROP IN TRAFFIC WAS SEEN
    10. 10. WHAT IS THIS PANDA?
    11. 11. ContentLink FarmFarm
    12. 12. WHAT DO YOU MEAN BY CONTENT FARM?
    13. 13. DUPLICATECONTENT
    14. 14. POORCONTENT & POORUSER EXPERIENCE
    15. 15. POOR CONTENT This is the step in our optimization will work wonders for us. Since the indexing keywords may not be understood by the crawler and the optimized web page will help the crawler to understand the right meaning of the key word and retrieve the best web page
    16. 16. HIGH AD TO CONTENT RATIO
    17. 17. WHAT DO YOU MEAN BY LINK FARM?
    18. 18. LINK TO WEB SPAMMERS Dokdogs.com Top 10 Ranking | SEO | Improve Search Engine Ranking
    19. 19. IRRELEVANT LINKSPheromone cologne for menCanadian viagraViagra super active
    20. 20. RECIPROCAL LINKS BUYING ORSELLING LINKS
    21. 21. AND ALL THIS LED TO..
    22. 22. THE REACTION! To say Im upset would be anunderstatement!!
    23. 23. SO THAT’S IT? NO!THE PANDA CONTINUED…
    24. 24. THE PANDA SERIES Panda Date Update Update rolled out globally for all English LanguagePanda 2.0 April 11 2011 ResultsPanda 2.1 May 9 2011 Minor Changes were made to the Algorithm everyPanda 2.2 June 18 2011 monthPanda 2.3 July 22 2011 Update rolled out for all languages except ChinesePanda 2.4 August 12 2011 Japanese and KoreanPanda 2.5 September 28 2011 Promised Panda related Flux for a few weeksPanda 3.1 November 18 2011Panda 3.2 January 15 2012Panda 3.3 February 26 2012 Just a RefreshPanda 3.4 March 23 2012Panda 3.5 April 19 2012Panda 3.6 April 27 2012 One of the 500 plus changesPanda 3.7 June 8 2012 Just a RefreshPanda 3.8 June 25 2012
    25. 25. WHO ALL WERE AFFECTED? -87% -84% -93%
    26. 26. CASE STUDY
    27. 27. POST PANDA UPDATE ERADo we need to change our approach ??
    28. 28. “I SHALL OUTSMART OVER- SMART SITE OWNERS!”
    29. 29. SO WHAT IS REALLY GOING ON OVER AT GOOGLE? “Not Allowed” “Required” “Optional” “Algorithm Updates” “Penalties”
    30. 30. ABSOLUTELY NOTHING NEW!Google has always been very clear about – Intolerance for spam No Black hat techniques
    31. 31. JUST THAT, THEY ARE NOW BETTER ATDETECTING IT & COMMUNICATING WITH US
    32. 32. WHAT IS PANDA AIMING AT ?• Make internet a better place• Improve search engine results• Make life better for users“ Marketing should be done to help users, NOT to hunt them”
    33. 33. Excellence Ke PeechheBhaago..Rankings Jhhak Maar KePeechhe Aayegi!!
    34. 34. 3 WAYS YOU COULD BE IMPACTED BY PANDA UPDATES: • Penalties • Adjusted rankings by algorithmic changes • Collateral damage
    35. 35. WILL YOU PREFER MILK OVER WINE?Bad habits are always tempting but hazardous :p
    36. 36. NO DUPLICATE CONTENT I HATE COPY CATS..If hit by Panda, Even non-duplicate pages –• May lose ranking• Stop ranking altogether• May fall out of the index
    37. 37. RIGHT KEYWORDS AT RIGHT PLACE IN RIGHT PROPORTION..Read the content and figure outwhat keywords it should rank for ?Where and in what proportionshould they be used?
    38. 38. WE LIKE VARIATIONS..SO DOES PANDA !Use of variation and synonyms instead of addition of exact match keywords
    39. 39. QUALITY CONTENT CREATION I am loving it !• Original• Fresh• Insightful• Informative
    40. 40. NO CONTENT SCRAPINGDon’t fool me with clones ! Automated Scraping Manual Scraping
    41. 41. THINK BEYOND TRADITIONAL SEO Good Original Content + Good Keywords + Good linking structure = Good SEO Ask yourself –“What is the experience of a visitor on my website?”“Is it creating a brand that people are going to love andshare and reward and trust?"
    42. 42. AFTER PANDA, COMES THE PENGUIN!!
    43. 43. ONCE UPON A TIME…. -And so Begins another Story
    44. 44. Use of maximum no. of Keywords in Page Titles & Meta Descriptions Lots of What websites did KeywordInternal Stuffing Links to rank!! Building anchor text links for websites
    45. 45. Page Title Meta Description Use of maximum no. ofKeywords in Page Titles & Meta Descriptions
    46. 46. FOOTER LINKS
    47. 47. LINK BUILDING
    48. 48. ““dog collar”, “dog clothes”. I am going to “I hate the word make sure that this“dogs” after coming website ranks at #1 for to this website.. “ all these keywords. Such a relevant website!!”
    49. 49. HERE COMES PENGUIN!
    50. 50. THE PENGUIN UPDATE 1.0• Released – 24th April 2012• Nickname – Over Optimization Penalty• Websites Affected – 3.1% Search Queries• Fighting Style – Penalizing Questionable Spammy Tactics
    51. 51. 33 instances of the “I hate the word keyword “dog“dogs” after coming collars”..Are you to this website.. “ kidding me!! Stop spamming my search results
    52. 52. TRAFFIC STATS April 24th – Shit got real.
    53. 53. BEFORE… AFTER… “No Google Update “I want to quit my can harm my website. profession as an I am going to keep Internet Marketer” enjoying the traffic.”
    54. 54. DEALING WITH THE PENGUIN!!
    55. 55. INTERESTING PAGETITLES/META DESCRIPTIONS Page Titles• Dog Collars, wholesale Dog Collars, Cheap Dog Collars V/s• Dog Collars at Affordable Rates at abc.com Meta Descriptions• shopping cheap dog collars from china, We are China Dog Supplies...Dog Collars are not only of high quality, but aslo very cute, the cheap Dog Collars we... V/s• Buy fashionably designed collars with beautiful, high quality workmanship for your favorite dog at affordable rates at Brandname
    56. 56. ANCHOR TEXT DIVERSITY“Its always best to be who you are” -Viola Mendonca
    57. 57. BUT WHAT IF ….
    58. 58. IF YOU ARE HIT…• Re-Optimize• Strip out Bad Links• Start Building Natural Links• Check for Duplicate Content• Add Social Signals Fill the Google Feedback FormIf Nothing works…. Buy a New Domain And Start Afresh!!
    59. 59. PENGUIN 1.1• Released on May 26th 2012• Data Refresh• Impact : Less Than one-tenth percent of English Search Queries
    60. 60. Time for Visitor Delight..• Quality experience• Searchers interaction• Trust cues• Share-ability• Connect Socially• Actual value to the visitor.
    61. 61. Key InferenceVisitor DelightSustainable SEO Really Does Matter..SEO Isnt Magic - So Stop Doing SEO Tricks ;)
    62. 62. AND THE STORY CONTINUES….
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