Over the past two years, Google has spent a good deal of effort cleaning up its search results with updates to their algorithm. Known as Panda and Penguin respectively, the updates meant to actively target low-quality and spammy websites. Unfortunately, many credible websites were caught in the crossfire and companies have lost significant traffic and revenue as a result. In this presentation, Anvil Media President & Founder Kent Lewis will outline best practices for determining if your website has been penalized and how to get back into Google’s good graces. From this session, you will develop a roadmap to get your website out of penalty, or take advantage of the latest algorithm updates to get a jump on your competition.
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Transcript of "Optimizing Your Website in a Port Penguin World"
Optimizing Your Website in a Post Penguin World @KentLewis President & Founder AnvilMediaInc.com
Focus on Penguin“The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines”Targeting spam, not over-optimizationTypically 500 smaller updates annuallyPenguin has impacted about 3.1% of queries (compared to 2.23.11 Panda 1.0’s 12%)Lives outside of main search index (like Panda)
Human Elements of PenguinHuman quality raters evaluate contentMachine-learning = identifying patternsMay also reward properly optimized sites
What is Penguin?Domains (exact keyword match, parked)Page titles & navigation (keyword-stuffing)Cloaking, redirects & doorway pages
What isn’t Penguin?Change history illustrates a variety of changesExact Match Domain (EMD) update separate
What to AvoidContent (duplicate, recycled, useless)
What to AvoidUser experience (bounce rates, social sharing)Advertising (above the fold)Affiliates (thin sites)
What to AvoidLinks (anchor text, farms, paid, blog spam)
Placating PenguinConsolidate similar pages404 offending pages or move to a new domainBe thoughtful with advertising placementDelete, Destroy or Dilute offending links
Placating PenguinGoogle Link Disavow ToolIf you received an Unnatural Link Warning notice
Placating PenguinRemove unrelated or very low quality linksGet more high quality and relevant linksVary your anchor textTake it easy on the internal “SEO” linkingIf you are doing sponsored links, be careful!Cancel or remove unnecessary footer links
Placating PenguinUnderstand Google Webmaster GuidelinesFix the obvious problemsResubmit to Google once 100% repairedIf form doesn’t work, post to Webmaster Forum
Post-Penguin Best PracticesGood design & experience = rankingsMultimedia experience = images & videoDon’t forget social media: trust & authority Matt Cutts, Google “…the reputable sites Search Quality tend to spell better and engineer & industry the sites that are lower PageRank, or very low hero PageRank, tend not to spell as well."
ConclusionDiagnose impact of Penguin & PandaClean up your actDesign for end users, not search enginesCreate compelling, unique & engagingcontentOptimize, syndicate & promote your contentFocus on engagement metrics
ResourcesBrick: Marketing Google Panda UpdatesGoogle Webmaster GuidelinesSEL: Webspam Targeted in UpdateSEL: Google Panda UpdateSEL: Penguin Recovery TipsSEOmoz: Google Algorithm ChangeSEOmoz: Panda & Penguin PanicSEOR: Google Penguin WarningB2C: How to Fight Penguin-Panda UpdatesMashable: Google Penguin Recovery
Thank YouRead articles & white papers in Anvil Resources sectionSign up for our monthly email newsletter & webinarsRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about search, social media or mobilemarketing@KentLewisPresident & FounderAnvil Media, Inc.firstname.lastname@example.org