Life After Penguin - Recovery Tips from Ian Howells

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Data around test results in a post-Penguin world.

Data around test results in a post-Penguin world.

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  • 1. Life After Penguin Diagnose, Recover, Rebuild Ian Howells @ianhowells
  • 2. DIAGNOSE
  • 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. In Case You’ve Been Asleep April 24th – Shit got real. halo18.com
  • 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. 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. RECOVER
  • 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. More than 65% Anchor? Good Luck Bro (image via @MicrositeMaster - http://bit.ly/PrEduZ )
  • 10. RECOVERY EXAMPLES
  • 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. WPMU.org’s Recovery (image via @rosshudgens - http://mz.cm/MwwveE )
  • 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. Sure Can
  • 15. My MFA TestI then tested if a 301 from the“penalized” page will pass the rankinghit to the new URL. halo18.com
  • 16. YUP – Vanished 5 Days Later
  • 17. REBUILD
  • 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. 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. What We Already KnowI haven’t seen any duplicate contentissue from copy/pasting old content to abrand new page. halo18.com
  • 21. What We Already KnowYou can’t, however, keep those links by301’ing them into your new URL. halo18.com
  • 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. 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. 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. 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. MORE TESTING
  • 27. On-Going TestingI’m currently looking into theimpacts of…302 redirectsCanonical TagsAlternate Home PagesCross-Domain 301’s halo18.com
  • 28. 302 RedirectsWould a 302 pass (even some) rankingbenefit without passing the penalty? halo18.com
  • 29. Canonical TagCan you pass some ranking benefitwithout passing the penalty via theCanonical Tag? halo18.com
  • 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. 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. 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. 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. I DON’T KNOW YET.BUT, I’LL LET YOU KNOW. SOON.
  • 35. Ian Howells@ianhowellshalo18.com