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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 TOOLB...
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.c...
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
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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 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.

Published in: Marketing, Technology, Education

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

  1. 1. A GUIDED TOUR OF THE ZOO PANDAS, PENGUINS & HUMMINGBIRDS DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
  2. 2. HOW THE ZOO MAP LOOKS TO US
  3. 3. FISTS OF FURRY THE PANDA UPDATE
  4. 4. SHUTTERSTOCK ©2014 26 KNOWN PANDA UPDATES
  5. 5. “What’s the bare minimum that I can do that’s not spam?” LINK: mz.cm/KGzbO7 ASSAULT ON CONTENT FARMS?
  6. 6. RISK: LOW-QUALITY CONTENT
  7. 7. RISK: USER-GENERATED CONTENT
  8. 8. RISK: THIN GEO-TARGETED
  9. 9. DOES THIS LOOK FAMILIAR?
  10. 10. YOU CAN’T DO WHAT THEY DO
  11. 11. LINK: mz.cm/1jA1ycY RISK: DUPLICATE CONTENT
  12. 12. SHUTTERSTOCK ©2014 SOLUTION: PRUNE THIN PAGES
  13. 13. SHUTTERSTOCK ©2014 REMOVAL (404) 301 REDIRECT REL=CANONICAL META ROBOTS WEBMASTER TOOLS ROBOTS.TXT OPEN THE WHOLE TOOLBOX
  14. 14. LINK: mz.cm/1g0GcXY PROGNOSIS: FAIR, WITH EFFORT
  15. 15. ENTER THE PENGUIN THE PENGUIN UPDATE
  16. 16. SHUTTERSTOCK ©2014 5 KNOWN PENGUIN UPDATES
  17. 17. LINK: mz.cm/1aJp7NT PUNISHMENT FOR WEB-SPAM
  18. 18. RISK: SPAMMY ANCHOR TEXT
  19. 19. LINK: mz.cm/ose RISK: EXACT-MATCH ANCHORS
  20. 20. LINK: mz.cm/1hjHCcU RISK: LINKS FROM BAD CONTENT
  21. 21. LINK: mz.cm/1dsE1Vq LINK: mz.cm/1hewePp DIAGNOSIS: HITS FAST & HARD
  22. 22. LINK: mz.cm/algo CHECK KNOWN PENGUIN DATES
  23. 23. SHUTTERSTOCK ©2014 SOLUTION: CUT ALL BAD LINKS
  24. 24. SOLUTION: DISAVOW (AND WAIT)
  25. 25. LINK: mz.cm/KGFyRp USE DISAVOW LIKE A MACHETE
  26. 26. LINK: removeem.com SHOULD YOU AUTOMATE REMOVAL?
  27. 27. LINK: mz.cm/1dsE1Vq PROGNOSIS: POOR (AT BEST)
  28. 28. FIVE DEADLY NECTARS THE HUMMINGBIRD UPDATE
  29. 29. SHUTTERSTOCK ©2014 1 KNOWN CORE REWRITE
  30. 30. “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”
  31. 31. HUMMINGBIRD IS NOT A PENALTY
  32. 32. CONVERSATIONAL SEARCH, V2.0
  33. 33. 13 668 RANK ASSASSINS THE REST OF THE ZOO
  34. 34. LINK: mz.cm/1cVLDQr 665 “IMPROVEMENTS” IN 2012
  35. 35. LINK: mz.cm/1mtgwRs ACTIVE UPDATES (“TOP HEAVY”)
  36. 36. MANUAL ACTIONS/PENALTIES
  37. 37. LINK: mz.cm/1eSYQvI LINK NETWORK DEVALUATIONS
  38. 38. CROUCHING TACTICS… OH, JUST FORGET IT!
  39. 39. LINK: mz.cm/1bixMDH TODAY’S FAD, TOMORROW’S SPAM
  40. 40. BRANDS DON’T LOOK LIKE THIS
  41. 41. IT’S NOT THE TACTIC, IT’S YOU
  42. 42. THANKS FOR WATCHING! peter@moz.com • @dr_pete
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