• Like

The Re- Return of Black and White SEO

  • 1,209 views
Uploaded on

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 …

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.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,209
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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

Transcript

  • 1. Created By: Shalaka Pawar Pooja Soni Viola Mendonca
  • 2. ONCE UPON A TIME…..
  • 3. Mr. Original Mr. Scraper
  • 4. wwww.originalwebsite.com Original Content
  • 5. wwww.scrapedwebsite.com Scraped Content
  • 6. AND THE RESULT WAS…
  • 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. HERE COMES PANDA!
  • 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. WHAT IS THIS PANDA?
  • 11. ContentLink FarmFarm
  • 12. WHAT DO YOU MEAN BY CONTENT FARM?
  • 13. DUPLICATECONTENT
  • 14. POORCONTENT & POORUSER EXPERIENCE
  • 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. HIGH AD TO CONTENT RATIO
  • 17. WHAT DO YOU MEAN BY LINK FARM?
  • 18. LINK TO WEB SPAMMERS Dokdogs.com Top 10 Ranking | SEO | Improve Search Engine Ranking
  • 19. IRRELEVANT LINKSPheromone cologne for menCanadian viagraViagra super active
  • 20. RECIPROCAL LINKS BUYING ORSELLING LINKS
  • 21. AND ALL THIS LED TO..
  • 22. THE REACTION! To say Im upset would be anunderstatement!!
  • 23. SO THAT’S IT? NO!THE PANDA CONTINUED…
  • 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. WHO ALL WERE AFFECTED? -87% -84% -93%
  • 26. CASE STUDY
  • 27. POST PANDA UPDATE ERADo we need to change our approach ??
  • 28. “I SHALL OUTSMART OVER- SMART SITE OWNERS!”
  • 29. SO WHAT IS REALLY GOING ON OVER AT GOOGLE? “Not Allowed” “Required” “Optional” “Algorithm Updates” “Penalties”
  • 30. ABSOLUTELY NOTHING NEW!Google has always been very clear about – Intolerance for spam No Black hat techniques
  • 31. JUST THAT, THEY ARE NOW BETTER ATDETECTING IT & COMMUNICATING WITH US
  • 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. Excellence Ke PeechheBhaago..Rankings Jhhak Maar KePeechhe Aayegi!!
  • 34. 3 WAYS YOU COULD BE IMPACTED BY PANDA UPDATES: • Penalties • Adjusted rankings by algorithmic changes • Collateral damage
  • 35. WILL YOU PREFER MILK OVER WINE?Bad habits are always tempting but hazardous :p
  • 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. 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. WE LIKE VARIATIONS..SO DOES PANDA !Use of variation and synonyms instead of addition of exact match keywords
  • 39. QUALITY CONTENT CREATION I am loving it !• Original• Fresh• Insightful• Informative
  • 40. NO CONTENT SCRAPINGDon’t fool me with clones ! Automated Scraping Manual Scraping
  • 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. AFTER PANDA, COMES THE PENGUIN!!
  • 43. ONCE UPON A TIME…. -And so Begins another Story
  • 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. Page Title Meta Description Use of maximum no. ofKeywords in Page Titles & Meta Descriptions
  • 46. FOOTER LINKS
  • 47. LINK BUILDING
  • 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. HERE COMES PENGUIN!
  • 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. 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. TRAFFIC STATS April 24th – Shit got real.
  • 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. DEALING WITH THE PENGUIN!!
  • 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. ANCHOR TEXT DIVERSITY“Its always best to be who you are” -Viola Mendonca
  • 57. BUT WHAT IF ….
  • 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. PENGUIN 1.1• Released on May 26th 2012• Data Refresh• Impact : Less Than one-tenth percent of English Search Queries
  • 60. Time for Visitor Delight..• Quality experience• Searchers interaction• Trust cues• Share-ability• Connect Socially• Actual value to the visitor.
  • 61. Key InferenceVisitor DelightSustainable SEO Really Does Matter..SEO Isnt Magic - So Stop Doing SEO Tricks ;)
  • 62. AND THE STORY CONTINUES….