A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
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A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds

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It's been almost three years since the first Panda update, but we're still seeing a ton of confusion about how Google's updates work and even how to tell them apart. Dr. Pete walks you through the ...

It's been almost three years since the first Panda update, but we're still seeing a ton of confusion about how Google's updates work and even how to tell them apart. Dr. Pete walks you through the basics of Panda, Penguin, Hummingbird, and more - including how to diagnose them, what to do if you think you've been hit, and how to future-proof against the next animal encounter.

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A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds Presentation Transcript

  • A GUIDED TOUR OF THE ZOO PANDAS, PENGUINS & HUMMINGBIRDS DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
  • HOW THE ZOO MAP LOOKS TO US
  • FISTS OF FURRY THE PANDA UPDATE
  • SHUTTERSTOCK ©2014 26 KNOWN PANDA UPDATES
  • “What’s the bare minimum that I can do that’s not spam?” LINK: mz.cm/KGzbO7 ASSAULT ON CONTENT FARMS?
  • RISK: LOW-QUALITY CONTENT
  • RISK: USER-GENERATED CONTENT
  • RISK: THIN GEO-TARGETED
  • DOES THIS LOOK FAMILIAR?
  • YOU CAN’T DO WHAT THEY DO
  • LINK: mz.cm/1jA1ycY RISK: DUPLICATE CONTENT
  • SHUTTERSTOCK ©2014 SOLUTION: PRUNE THIN PAGES
  • SHUTTERSTOCK ©2014 REMOVAL (404) 301 REDIRECT REL=CANONICAL META ROBOTS WEBMASTER TOOLS ROBOTS.TXT OPEN THE WHOLE TOOLBOX
  • LINK: mz.cm/1g0GcXY PROGNOSIS: FAIR, WITH EFFORT
  • ENTER THE PENGUIN THE PENGUIN UPDATE
  • SHUTTERSTOCK ©2014 5 KNOWN PENGUIN UPDATES
  • LINK: mz.cm/1aJp7NT PUNISHMENT FOR WEB-SPAM
  • RISK: SPAMMY ANCHOR TEXT
  • LINK: mz.cm/ose RISK: EXACT-MATCH ANCHORS
  • LINK: mz.cm/1hjHCcU RISK: LINKS FROM BAD CONTENT
  • LINK: mz.cm/1dsE1Vq LINK: mz.cm/1hewePp DIAGNOSIS: HITS FAST & HARD
  • LINK: mz.cm/algo CHECK KNOWN PENGUIN DATES
  • SHUTTERSTOCK ©2014 SOLUTION: CUT ALL BAD LINKS
  • SOLUTION: DISAVOW (AND WAIT)
  • LINK: mz.cm/KGFyRp USE DISAVOW LIKE A MACHETE
  • LINK: removeem.com SHOULD YOU AUTOMATE REMOVAL?
  • LINK: mz.cm/1dsE1Vq PROGNOSIS: POOR (AT BEST)
  • FIVE DEADLY NECTARS THE HUMMINGBIRD UPDATE
  • SHUTTERSTOCK ©2014 1 KNOWN CORE REWRITE
  • “When Google switched to Hummingbird, it’s as if it dropped the old engine out of a car and put in a new one.” LINK: mz.cm/1kYwJ5O A BRAND NEW “ENGINE”
  • HUMMINGBIRD IS NOT A PENALTY
  • CONVERSATIONAL SEARCH, V2.0
  • 13 668 RANK ASSASSINS THE REST OF THE ZOO
  • LINK: mz.cm/1cVLDQr 665 “IMPROVEMENTS” IN 2012
  • LINK: mz.cm/1mtgwRs ACTIVE UPDATES (“TOP HEAVY”)
  • MANUAL ACTIONS/PENALTIES
  • LINK: mz.cm/1eSYQvI LINK NETWORK DEVALUATIONS
  • CROUCHING TACTICS… OH, JUST FORGET IT!
  • LINK: mz.cm/1bixMDH TODAY’S FAD, TOMORROW’S SPAM
  • BRANDS DON’T LOOK LIKE THIS
  • IT’S NOT THE TACTIC, IT’S YOU
  • THANKS FOR WATCHING! peter@moz.com • @dr_pete