Your SlideShare is downloading. ×
0
@JasonAcidre @GrantMerriel
Penalties Everywhere
Penalties Everywhere
• What is a ban?
• What is a penalty?
A ban results in complete and total removal
of your entire site...
Penalties Everywhere
• What causes penalties?
Website’s Activities
Website’s Neighbours
Website’s Traffic Sources
Penalties Everywhere
CASE STUDY
http://www.interflora.co.uk/
Penalties Everywhere
CASE STUDY
http://www.interflora.co.uk/
Feb 14, 2013
Penalties Everywhere
CASE STUDY
http://www.interflora.co.uk/
Feb 14, 2013
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://martinmacdonald.net/interflora-seo-penalty/
Penalties Everywhere
CASE STUDY
Penalties Everywhere
CASE STUDY
In 2012 it was revealed that iAcquire was buying
linksfor clients, including Dunn & Bradst...
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Unnatural Link Schemes — Links to/from unrelated or
...
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Automated Queries - frequent searches with
computer-...
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Mini-nets (Link Wheels) - closely linked sites on
sh...
Penalties Everywhere
What are Penalty Symptoms?
Sudden Drop of Traffic for a Week
You Lost you Ranking Keywords
The Change...
Penalties Everywhere
What are Penalty Symptoms?[ ]
Penalties Everywhere
Quick Diagnosis[ ]
Not Banned!
Penalties Everywhere
Quick Diagnosis[ ]
A Penalty
If you search for your domain
and you’re not #1 then there’s a
possibili...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “EMD Update”–Exact
Match Domain SLAP!
Symptom: -950
Date: 9/28/2012
Beh...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Pirate Update”– Website
Receiving DMCA Reports
Symptom: -50
Behaviour:...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Penguin Over Optimization”–
spun content, low quality content, questio...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Over Optimization”– spun
content, low quality content, questionable li...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Panda Penalty”– scrapers,
duplicate content, content farms, weak and u...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Panda Penalty”– scrapers,
duplicate content, content farms, weak and u...
Good user experience
High dwell time
More browsing
Downloaded if a file
Your Page
Link out to Quality page
Receives high q...
Penalties Everywhere
How To determine what hit you?[ ]
PanguinTool.com
Penalties Everywhere
Quality Content is King Again[ ]
Penalties Everywhere
Quality Content is King Again[ ]
User Generated Content(UGC)
testimonials, reviews, ratings, and soci...
Penalties Everywhere
Check your site metrics:
Page load times – 3 seconds
Bounce rates
Average page visit
Conversion
Penalties Everywhere
It affects user experience
Penalties Everywhere
Kinds of Penalties
[ ]
Google “BLOOP”– Backlink Over
Optimization Penalty
Symptoms: -20 or -7 to -40 ...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “BLOOP”– Backlink Over
Optimization Penalty
Excessive reciprocal links
...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “Stagnant Content
Penalty”– Backlink Over Optimization Penalty
Symptom:...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “-50 Penalty”– Paid Links Penalty
Symptom: -50
Fight Back: Do not buy l...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “-30 Suppression
Penalty”– Affiliate penalties
Symptom: -30 drops in ra...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “-30 Suppression
Penalty”– Affiliate penalties
• Lesser blog comment ac...
Penalties Everywhere
Kinds of Penalties
[ ]
Google “-30 Suppression
Penalty”– Affiliate penalties
• Lesser blog comment ac...
All these has to happen to
happen to fight spam
.
You need stable business
There’s more!?
There’s more fun!
Boring to Fun!
Repetitive to Creative
Competition to Contribution
You know what we did?
We spammed the forums
We spammed the Directories
We spammed Blog Commenting
Are we going to kill Social Media too?
@BenjArriola
“There’s a lot of re-education that needs to be done”
Moz.com
Moz.com
The Trio
Content
TechnologyFame
Some PR
Some CMO
Some Content
Strategist
Full Stack Marketer
Will Critchlow
Internal
Technology
External
Technology
Product
Technology
Web
analytics
Business
intelligence
CRM
Digital asset
managemen...
CORE WEBSITE
WEB TESTING & OPTIMIZATION
SOCIAL MEDIA ANALYTICS
MARKETING
AUTOMATION
EMAIL MARKETING
CRM
SALES
AUTOMATION
C...
Consumers’ behaviour
evolves
Customer
Support
Social Media
This is obviously what Fly
Philippine Airlines has.
Customer
Support
Social Media
Social Media is not just a tool to shut
people up but also a great tool to help
tweak and im...
Customers doesn’t become your
loyalists just because of your
discount promotions but because of
great customer support.
Analytics
SEO
Landing Page
Optimization
Email Marketing
User ExperiencePR
Content
Marketing
We optimize mainly
for
visitor’s thought sequences
to
influence buying decisions
Any Questions?
@markacsay
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond
Upcoming SlideShare
Loading in...5
×

SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond

6,030

Published on

SEO / Search Marketing Strategies 2013 and Beyond was presented in SEM Trends 2013, hosted by SEO Iloilo last July 6, 2013.

Published in: Business, Technology

Transcript of "SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond"

  1. 1. @JasonAcidre @GrantMerriel
  2. 2. Penalties Everywhere
  3. 3. Penalties Everywhere • What is a ban? • What is a penalty? A ban results in complete and total removal of your entire site from the Google index. A penalty causes your pages to drop in rankings.
  4. 4. Penalties Everywhere • What causes penalties? Website’s Activities Website’s Neighbours Website’s Traffic Sources
  5. 5. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/
  6. 6. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/ Feb 14, 2013
  7. 7. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/ Feb 14, 2013
  8. 8. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  9. 9. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  10. 10. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  11. 11. Penalties Everywhere CASE STUDY http://martinmacdonald.net/interflora-seo-penalty/
  12. 12. Penalties Everywhere CASE STUDY
  13. 13. Penalties Everywhere CASE STUDY In 2012 it was revealed that iAcquire was buying linksfor clients, including Dunn & Bradstreet Credibility Corporation. Noted SEO Josh Davis outed them in Twitter and Search Engine Land. iAcquire and DBCC were both delisted by Google in May and returned in July.
  14. 14. Penalties Everywhere What are Penalty Triggers that you should avoid? Unnatural Link Schemes — Links to/from unrelated or “unnatural” domains. Anchor Text Repetition - many identical anchor texts to the same page Aggressive Link Building - don't build in new links too fast [ ]
  15. 15. Penalties Everywhere What are Penalty Triggers that you should avoid? Automated Queries - frequent searches with computer-based tools. Over-Optimization – slow, steady and persistence Buying Links – Buying or selling high PR links that pass PageRank. [ ]
  16. 16. Penalties Everywhere What are Penalty Triggers that you should avoid? Mini-nets (Link Wheels) - closely linked sites on shared IP addresses or Web 2.0 sites Poor or Spun Content – Duplicate, thin or “spun” content will hurt you! Automated Redirects - Meta and JavaScript redirects are a no-no. [ ]
  17. 17. Penalties Everywhere What are Penalty Symptoms? Sudden Drop of Traffic for a Week You Lost you Ranking Keywords The Changes Coincide with the date of Algo change [ ]
  18. 18. Penalties Everywhere What are Penalty Symptoms?[ ]
  19. 19. Penalties Everywhere Quick Diagnosis[ ] Not Banned!
  20. 20. Penalties Everywhere Quick Diagnosis[ ] A Penalty If you search for your domain and you’re not #1 then there’s a possibility of being penalized.
  21. 21. Penalties Everywhere Kinds of Penalties [ ] Google “EMD Update”–Exact Match Domain SLAP! Symptom: -950 Date: 9/28/2012 Behaviour: Scheduled Refresh Fight Back: Build Quality Website & Content
  22. 22. Penalties Everywhere Kinds of Penalties [ ] Google “Pirate Update”– Website Receiving DMCA Reports Symptom: -50 Behaviour: Manual penalty Fight Back: Original Content, Attribute your images and videos
  23. 23. Penalties Everywhere Kinds of Penalties [ ] Google “Penguin Over Optimization”– spun content, low quality content, questionable linking practices, keyword stuffing, excessive page optimization, cross domain linking Symptom: -50 Behaviour: Filter Fight Back: Richer content, high social signals, dwell time, low bounce rate
  24. 24. Penalties Everywhere Kinds of Penalties [ ] Google “Over Optimization”– spun content, low quality content, questionable linking practices, keyword stuffing, excessive page optimization, cross domain linking Fight back: Remove spam content Clean up your site overall user experience Practice Link Pruning and monthly maintenance You have to wait for the next refresh
  25. 25. Penalties Everywhere Kinds of Penalties [ ] Google “Panda Penalty”– scrapers, duplicate content, content farms, weak and unoriginal content, rewritten content Symptom: #1 down to 3, 3 down to 5, 10 down to 50
  26. 26. Penalties Everywhere Kinds of Penalties [ ] Google “Panda Penalty”– scrapers, duplicate content, content farms, weak and unoriginal content, rewritten content Fight back: Original and rich content, social shares, G+ Authorship, linking out to quality content that supports your content
  27. 27. Good user experience High dwell time More browsing Downloaded if a file Your Page Link out to Quality page Receives high quality score Will also receive high score
  28. 28. Penalties Everywhere How To determine what hit you?[ ] PanguinTool.com
  29. 29. Penalties Everywhere Quality Content is King Again[ ]
  30. 30. Penalties Everywhere Quality Content is King Again[ ] User Generated Content(UGC) testimonials, reviews, ratings, and social media signals (FB likes, G+1s, tweets, etc.)
  31. 31. Penalties Everywhere Check your site metrics: Page load times – 3 seconds Bounce rates Average page visit Conversion
  32. 32. Penalties Everywhere It affects user experience
  33. 33. Penalties Everywhere Kinds of Penalties [ ] Google “BLOOP”– Backlink Over Optimization Penalty Symptoms: -20 or -7 to -40 drops in rankings
  34. 34. Penalties Everywhere Kinds of Penalties [ ] Google “BLOOP”– Backlink Over Optimization Penalty Excessive reciprocal links Triggers: Excessive directory links Excessive non-related links
  35. 35. Penalties Everywhere Kinds of Penalties [ ] Google “Stagnant Content Penalty”– Backlink Over Optimization Penalty Symptom: From #1-3 to #6 Fight Back: Keep your content fresh
  36. 36. Penalties Everywhere Kinds of Penalties [ ] Google “-50 Penalty”– Paid Links Penalty Symptom: -50 Fight Back: Do not buy links. If you do, put rel=“nofollow” tag
  37. 37. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties Symptom: -30 drops in rankings Adsense Heavy, affiliate ads heavy, thin content, comment spamming
  38. 38. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties • Lesser blog comment activity Fight Back: • Blend ads and Adsense in content and emphasize on content • Rich content
  39. 39. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties • Lesser blog comment activity Fight Back: • Blend ads and Adsense in content and emphasize on content • Rich content
  40. 40. All these has to happen to happen to fight spam
  41. 41. .
  42. 42. You need stable business
  43. 43. There’s more!?
  44. 44. There’s more fun!
  45. 45. Boring to Fun!
  46. 46. Repetitive to Creative
  47. 47. Competition to Contribution
  48. 48. You know what we did?
  49. 49. We spammed the forums
  50. 50. We spammed the Directories
  51. 51. We spammed Blog Commenting
  52. 52. Are we going to kill Social Media too?
  53. 53. @BenjArriola “There’s a lot of re-education that needs to be done”
  54. 54. Moz.com
  55. 55. Moz.com
  56. 56. The Trio Content TechnologyFame Some PR Some CMO Some Content Strategist Full Stack Marketer Will Critchlow
  57. 57. Internal Technology External Technology Product Technology Web analytics Business intelligence CRM Digital asset managementCompetitive intelligence Campaign management Marketing dashboards Social media monitoring SEO analysis / auditing Email marketing Mobile marketing Web site Interactive ads Landing pages Behavioral targeting Linked data Search ads Location RFID Social features User-generated content User communities Internet of things Digital products Augmented reality
  58. 58. CORE WEBSITE WEB TESTING & OPTIMIZATION SOCIAL MEDIA ANALYTICS MARKETING AUTOMATION EMAIL MARKETING CRM SALES AUTOMATION CUSTOM DATABASES BUSINESS INTELLIGENCE E-COMMERCE LOYALTY MANAGEMENT CUSTOM WEB APPS WIDGETS/PLUG- INS MOBILE APPS SEO TOOLS SOCIAL MEDIA MARKETING MANAGEMENT VIRTUAL EVENTS AGILE/PROJECT MANAGEMENT CUSTOMER ANALYTICS VIDEO AD MANAGEMENT SEARCH AD MANAGEMENT SOCIAL MEDIA AD MANAGEMENT DISPLAY AD MANAGEMENT VIDEO CONTENT MOBILE MARKETING MARKETING RESOURCE MANAGEMENT CREATIVE TOOLS COMMUNITI ES LANDING PAGES & MICROSITES BLOGS APIs GAMING/FACEBOOK APPS MULTI-CHANNEL MARKETNG MANAGEMENT CALL TRACKING PERSONALIZATIO N INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT WEB ANALYTICS EVENT MANAGEMENT TARGETING DIGITAL ASSET MANAGEMENT CREATIVE OPTIMIZATIO N External Promotion Customer Experience Marketing Management
  59. 59. Consumers’ behaviour evolves
  60. 60. Customer Support Social Media This is obviously what Fly Philippine Airlines has.
  61. 61. Customer Support Social Media Social Media is not just a tool to shut people up but also a great tool to help tweak and improve your business.
  62. 62. Customers doesn’t become your loyalists just because of your discount promotions but because of great customer support.
  63. 63. Analytics SEO Landing Page Optimization Email Marketing User ExperiencePR Content Marketing
  64. 64. We optimize mainly for visitor’s thought sequences to influence buying decisions
  65. 65. Any Questions? @markacsay
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×