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Life After Penguin Diagnose, Recover, Rebuild              Ian Howells                @ianhowells
DIAGNOSE
Diagnosis Steps1. Confirm the date you got hit2. Confirm if your hit is site-wide or   page specific3. Find the problem ar...
In Case You’ve Been Asleep     April 24th – Shit got real.                         halo18.com
Which Update Hit Me?Google’s rolling out multiple updatesin a short time frame.3/19   –   BMR/ALN get de-indexed4/19   –  ...
Site-Wide or Page Specific?1. Did every page lose it’s rankings?2. Can you rank a new page for a lower   competition term?...
RECOVER
CausesLuckily, this isn’t all that complicated.We’re essentially looking at:1. Over-optimized anchor text2. Lots of low qu...
More than 65% Anchor? Good Luck Bro                 (image via @MicrositeMaster - http://bit.ly/PrEduZ )
RECOVERY EXAMPLES
WPMU.org RecoveryRoss Hudgens worked with WPMU.org torecover by…1. Removing 15,000 site-wide footer   links from an owned ...
WPMU.org’s Recovery  (image via @rosshudgens - http://mz.cm/MwwveE )
My MFA TestI started wondering if the penalty couldreally just be linked to the URL.Could I really just paste the contento...
Sure Can
My MFA TestI then tested if a 301 from the“penalized” page will pass the rankinghit to the new URL.                       ...
YUP – Vanished 5 Days Later
REBUILD
What We Already KnowBased on my tests thus far, if yourpenalty is just on the page level, you canstart over with the same ...
What We Already KnowUnless it torched your home page.Then, you might just be screwed –unless you control a huge chunk of y...
What We Already KnowI haven’t seen any duplicate contentissue from copy/pasting old content to abrand new page.           ...
What We Already KnowYou can’t, however, keep those links by301’ing them into your new URL.                                ...
RebuildIf your home page is safe, start movingyour torched pages to new URLs withoutany 301 redirect and go back to linkbu...
RebuildFor solid links to your old (now dead)URLs – you’ll need to do outreach to getthem changed to your new URL.        ...
RebuildThe alternative to moving pages wouldbe to find your spam links and get themtaken down… and then wait for the nextr...
RebuildI took one look at how much work thatwould be, and promptly decided thattrying that would be reserved for thecrazy ...
MORE TESTING
On-Going TestingI’m currently looking into theimpacts of…302 redirectsCanonical TagsAlternate Home PagesCross-Domain 301’s...
302 RedirectsWould a 302 pass (even some) rankingbenefit without passing the penalty?                              halo18....
Canonical TagCan you pass some ranking benefitwithout passing the penalty via theCanonical Tag?                           ...
Alternate Home PagesIf my home page is torched, can I switchmy home page to be /index.php or /home/and use a 302 or canoni...
Cross-Domain 301If these 301’s are poison (which theyseem to be) – will that hold true if I pointto a separate domain?    ...
Negative SEO?If the other page is targeting the samekeywords that I was, could you use a301 like this for negative SEO?   ...
An “I’m Innocent!” Loophole?If Google’s protecting against negativeSEO – can you move your content to anew domain and rank...
I DON’T KNOW YET.BUT, I’LL LET YOU KNOW.          SOON.
Ian Howells@ianhowellshalo18.com
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Life After Penguin - Recovery Tips from Ian Howells

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Data around test results in a post-Penguin world.

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Transcript of "Life After Penguin - Recovery Tips from Ian Howells"

  1. 1. Life After Penguin Diagnose, Recover, Rebuild Ian Howells @ianhowells
  2. 2. DIAGNOSE
  3. 3. Diagnosis Steps1. Confirm the date you got hit2. Confirm if your hit is site-wide or page specific3. Find the problem areas halo18.com
  4. 4. In Case You’ve Been Asleep April 24th – Shit got real. halo18.com
  5. 5. Which Update Hit Me?Google’s rolling out multiple updatesin a short time frame.3/19 – BMR/ALN get de-indexed4/19 – Panda 3.54/24 – Penguin4/27 – Panda 3.65/26 – Penguin 1.1 halo18.com
  6. 6. Site-Wide or Page Specific?1. Did every page lose it’s rankings?2. Can you rank a new page for a lower competition term? halo18.com
  7. 7. RECOVER
  8. 8. CausesLuckily, this isn’t all that complicated.We’re essentially looking at:1. Over-optimized anchor text2. Lots of low quality, off-topic links halo18.com
  9. 9. More than 65% Anchor? Good Luck Bro (image via @MicrositeMaster - http://bit.ly/PrEduZ )
  10. 10. RECOVERY EXAMPLES
  11. 11. WPMU.org RecoveryRoss Hudgens worked with WPMU.org torecover by…1. Removing 15,000 site-wide footer links from an owned property a. Matt Cutts says this did it2. Misc on-site issues like canonical URLs halo18.com
  12. 12. WPMU.org’s Recovery (image via @rosshudgens - http://mz.cm/MwwveE )
  13. 13. My MFA TestI started wondering if the penalty couldreally just be linked to the URL.Could I really just paste the contentonto a new URL and rank off my contentand what’s left of my domain authority? halo18.com
  14. 14. Sure Can
  15. 15. My MFA TestI then tested if a 301 from the“penalized” page will pass the rankinghit to the new URL. halo18.com
  16. 16. YUP – Vanished 5 Days Later
  17. 17. REBUILD
  18. 18. What We Already KnowBased on my tests thus far, if yourpenalty is just on the page level, you canstart over with the same domain. halo18.com
  19. 19. What We Already KnowUnless it torched your home page.Then, you might just be screwed –unless you control a huge chunk of yourlinks like WPMU did, or can get themremoved. halo18.com
  20. 20. What We Already KnowI haven’t seen any duplicate contentissue from copy/pasting old content to abrand new page. halo18.com
  21. 21. What We Already KnowYou can’t, however, keep those links by301’ing them into your new URL. halo18.com
  22. 22. RebuildIf your home page is safe, start movingyour torched pages to new URLs withoutany 301 redirect and go back to linkbuilding. halo18.com
  23. 23. RebuildFor solid links to your old (now dead)URLs – you’ll need to do outreach to getthem changed to your new URL. halo18.com
  24. 24. RebuildThe alternative to moving pages wouldbe to find your spam links and get themtaken down… and then wait for the nextrefresh/update. halo18.com
  25. 25. RebuildI took one look at how much work thatwould be, and promptly decided thattrying that would be reserved for thecrazy and desperate. halo18.com
  26. 26. MORE TESTING
  27. 27. On-Going TestingI’m currently looking into theimpacts of…302 redirectsCanonical TagsAlternate Home PagesCross-Domain 301’s halo18.com
  28. 28. 302 RedirectsWould a 302 pass (even some) rankingbenefit without passing the penalty? halo18.com
  29. 29. Canonical TagCan you pass some ranking benefitwithout passing the penalty via theCanonical Tag? halo18.com
  30. 30. Alternate Home PagesIf my home page is torched, can I switchmy home page to be /index.php or /home/and use a 302 or canonical from the rootof the .com to skirt the penalty? halo18.com
  31. 31. Cross-Domain 301If these 301’s are poison (which theyseem to be) – will that hold true if I pointto a separate domain? halo18.com
  32. 32. Negative SEO?If the other page is targeting the samekeywords that I was, could you use a301 like this for negative SEO? halo18.com
  33. 33. An “I’m Innocent!” Loophole?If Google’s protecting against negativeSEO – can you move your content to anew domain and rank it with the help ofa 301 from your torched domain? halo18.com
  34. 34. I DON’T KNOW YET.BUT, I’LL LET YOU KNOW. SOON.
  35. 35. Ian Howells@ianhowellshalo18.com
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