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