Penguinsurvivor
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Penguinsurvivor Document Transcript

  • 1. www.penguinsurvivor.com by Gabriel Machuret By Gabriel Machuret www.internetninja.com.au
  • 2. www.penguinsurvivor.com by Gabriel Machuret YOUR RIGHTSYou have the right to do anything you want with this product.You can criticize it.You can spread itYou can share itYou can thank me ;)You can give it away… seriously.All yours – just keep my name on itDon’t sell it.Don’t be mean ;)To access the videos remember to signup via www.penguinsurvivor.com
  • 3. www.penguinsurvivor.com by Gabriel MachuretTips to recover and survive Google Penguin updatesBefore you start reading and before you go and look for a QUICK solution let’s understandsomething…There is no quick solutionThere is no one link you are going to create and VOILA! Everything will be fixed if you gothammered by Google UpdateI’m not saying this because I want to put you down, but it’s important to understand what tookus to this place.We pushed Google to the limit.Yes. We did.Us, affiliate marketers creating poor sites… affiliate markets using software that claimed to“make Google their bitch” or software that will NUKE Google just by pressing a button.We pushed things that worked.Why?Ranking pays.If you are an affiliate marketer you discovered that ranking a site wasn’t so difficult with thinand mediocre content, so you created 400 sites about “bowel cancer” in many cases outrankingreal sites about cancer and bowel cancer.Funny?
  • 4. www.penguinsurvivor.com by Gabriel MachuretYou bet.But not really when you have bowel cancer… !Then there is the case of the real business owner.The owner that had a little site, that he really didn’t care about and never really added anycontent because “I’m always on top”.I’m talking about the business owner that clearly didn’t care if no new content was added… orin in fact all the content of his site was pretty much scrapped from his competitor’s site.That owner, failed in the same trap: Mediocrity.Obviously in this mess there is also the innocent victim:This is the business owner, webmaster that literally never did anything wrong and one day, theevil Penguin Slapped their site and all the ranking, traffic and leads were gone.The problem:The problem is that Google’s way to fix things, have in fact screw things even more !And if you think , hey Gabriel, my site is 100% legit! I never did anything “weird” … I reallydeserve to be at the top…. the problem is that Google doesn’t care about you, me, or any sitethat we may have.Google does what Google does and that’s the way they rule their company and search engine.That’s why Matt Cutts ‘cut’ right through in making Google’s intentions quite clear with thelatest Google Penguin Update. ‘Don’t worry’ Google says, but many small and medium sizedbusiness owners have every reason to do just that.Yes, Google’s algorithm change, designed to get rid of spammy websites, has many websiteowners scrambling to recover.
  • 5. www.penguinsurvivor.com by Gabriel MachuretSo rather than conduct a post mortem, a bad SEO move right now, it is time to dive right in toremedy the situation and get back to dealing smoothly with the post penguin world.So before we start fixing the problem we need to set up ourselves in a JEDI state of mind:The first step is: Stop complaining about GoogleWhat it’s done it’s done. Nobody cares about you complaining and that will not change a thing. Stop wasting energyThis means… stop trolling your energy in forums, blogs, or posting comments about how unfairlife is. Start moving.Start following the following tips in this report. Don’t take it as a BIBLE but as an opportunity tosee what can be done, and what kind of “discovery” you may find about your own site.In a few words: Empower yourself to improve your website.
  • 6. www.penguinsurvivor.com by Gabriel MachuretThe Penguin means businessThere is plenty you can do to recover and break loose from Penguin’s grip but the importantthing to understand is that this is an algorithmic update.Clearly, what Google wants to do is REWARD HIGH QUALITY SITES (in theory). And Althoughthe definition of “Quality” could be discussed for hours.. the important thing is to spend energyin creating what we THINK it’s quality, but instead try to understand what QUALITY is forGOOGLE.So here we go some quick tips.Quality is not: Spun content. Thing sites Keyword Sniper Sites Over-obvious SEO sites Sites with dodgy linksClear enough…. Ok let’s keep going
  • 7. www.penguinsurvivor.com by Gabriel MachuretWhat really is Penguin’s objective?One major reason for the Penguin update is to prevent over-optimization of links in terms ofanchor text. Their algorithm aims at valuating links from relevant sites rather than non-relevantsites. The objective is to discourage overuse of anchor text and emphasize on niche/contentrelevancy of linking sites. Reliance on anchor text is no longer a deciding factor when it comesto SERP. (and that kind of sucks! Because it was getting easier wasn’t it?)Getting your dates rightHowever, before we get all ‘hyper’ about linking the first thing is to check the dates since younoticed a change in traffic. A drop or an improvement in traffic after April 24th is an indicatorthat you have been hit by Penguin in a negative or positive way. Changes before this could be aresult of Google’s Panda 3.5 update.Panda vs PenguinFINDGoogle’s intentions with both Panda and Penguin are to improve the quality of websites.However, the target of Panda was low-quality sites while Penguin focuses on spam and gettingrid of sites that use various spamming techniques or over-optimization techniques.So, if you are a victim post April 24th then it is time to become more ‘Penguin friendly’. The firststep is to run an assessment of your site.
  • 8. www.penguinsurvivor.com by Gabriel MachuretAssess your site for bad practicesTo get yourself geared up for better SEO with Penguin it would be wise to run a few checks toanalyse your website. 1. Run a web analytics report for all the sites you are linked to. 2. Check the anchor text in these links and measure their percentage. Too much emphasis on the primary keyword could land you in further trouble with Penguin. 3. Are the websites that link to you relevant to your content? 4. Check the text within the site that links to you, which includes the text immediately surrounding the anchor text. If it does not comes across as relevant or looks spun then you are definitely a victim of the Penguin update.Removing low quality links is a daunting task. One of the best ways to get remedy this is to buildhigh quality links in order to outnumber the ratio of bad links.To put it briefly, you are guilty if you answer yes to any of these counts. Hidden links and text Bought links Cloaking Hidden redirects Affiliates with poor content Using some crappy software that blasts links
  • 9. www.penguinsurvivor.com by Gabriel MachuretIT’S ALL ABOUT LINKS AND CONTENTOne of the reasons why Google now imposes strict penalties is because of the overuse ofanchor text. For a long time many webmasters have focused on building too many anchor textswith targeted keywords to gain favour with the search engine. However, Google now considersthis a clear case of over-optimization, which is illustrated in the example below. (Yes I Know not a very high tech graph is it?)Many websites have resorted to using over 70 percent or more of anchor text with theirprimary target keyword. This could possibly be the number one reason for a drop in trafficduring the Penguin update, which calls for a change in linking strategies. Google takes a hardlook at your type of site and what type of sites you are linked from.
  • 10. www.penguinsurvivor.com by Gabriel MachuretANCHOR TEXT DIVERSITY AND LINK RELEVANCYThe key to quality anchor text is diversificationMany SEOs would rather spend time on building anchor text only with a primary keyword theywant to rank for. This is the time to concentrate on using keywords that you don’t want to rankfor as well. A majority of sites that have been penalized have had their primary keyword foranchor text in 65 percent or more of their inbound links. Rather than have your search rankingtumble, over 60 percent of your links should contain a keyword that isn’t your target keyword.A natural mix will help you recover from the Penguin update much quicker.So start linking with anchors keywords like “visit our site” “check out blog” “keyword + website”“keyword + slogan” etc..Get rid of un-natural, low quality linksArticle spamming sites and blog networks have been the target of Penguin. Any un-naturallinking with these sites can now reduce your traffic drastically so the first step is to get rid ofthese links immediately. Avoid guest posts on questionable sites and paid text links using exactmatch anchor text. The golden rule is to GET RID OF: Paid site-wide links Links from link building networks Links from irrelevant sites Too many reciprocal links Blogroll schemes
  • 11. www.penguinsurvivor.com by Gabriel MachuretIt pays to build a natural link profileLink with relevant and credible sites related to your industry and Google will reward you with abetter ranking. Choose your primary keywords for your anchor text carefully and use themminimally. This will benefit you more than paid or spam link sites.In a few words: Try to get links from sites where you know that your visitors go…. Not whereyou think “google will love you”Build links with niche sitesOutbound links can have a major impact on your site’s rankings and flow of traffic. Google willdetermine your site’s credibility by your outbound linking profile.Any link to poor quality sites will see your ranking plummet.Therefore, start building quality links from authoritative domains in the same niche. Google isaware that these links are hard to manipulate and is a clear sign that your site or page isrelevant. Keep outbound links to the minimum and only to credible sites so that you stay aheadof the algorithm update.Don’t make the mistake of adding too many links on a page. Spilt the links over more pages andincrease the amount of original content.Use NOFOLLOW links if you link to sites of a low value so that the search spiders do not followthe links to these external sites. In addition,Google is against sponsored links and do not favor sites that contain them for SEO value. Makesure that these are also NOFOLLOW links if you have them.The key is to stay away from linking with sites that have a different focus from your sites.
  • 12. www.penguinsurvivor.com by Gabriel MachuretAvoid hidden text and links (OLD SCHOOL BUT JUST IN CASE)Whether you are already guilty or not, the bottom line is being sneaky won’t get you anywherewith Penguin. Hiding text and links behind an image, using CSS to reduce font size, or usingwhite text over a white background is sure to get you off the search engine’s index. These oldspamming techniques will never work with Penguin. Learn to optimize with the user in mind ifyou want to boost your rankings.Review your link profile frequentlyThe best way to get rid of low quality links and stay ahead of Penguin is to evaluate your linkprofile every fortnight. Add good links for every poor quality link that you remove. Your effortsat link pruning will pay off as Google recognizes your effort. Stay away from link buildingexchanges and paid linking schemes. They are a recipe for disaster.Dealing with spammy linksThe first obvious step is to remove them. If they come from Web 2.0 sites that YOU CREATEDthen you can log in and edit or delete them accordingly.Any traded or paid links should be moved from the header, sidebar or blogroll to inside the<body> tag.Alternately, as a last resort you can change your URL structure to break all links that point toevery page except the homepage.But obviously if you purchased an amazing LINK BLASTER software for $17 and blasted your sitewith crappy links… then you are more or less screwed and the only way to counter spammylinks is with … you guessed it, authority links.So…. No easy solution here I’m afraid.
  • 13. www.penguinsurvivor.com by Gabriel MachuretPay attention to keyword densityQuality content is something that cannot be achieved with keyword stuffing. Seriously, try to doit and you realize how f***ing difficult it is.As much as Google looks for keywords, a page with high keyword density is a potentialcandidate for disqualification and sure way for your website to get smacked into oblivion. Thekey is to forget about keywords and focus on quality content with the user in mind. A keyworddensity of 3 to 4 percent is more than adequate and allows your content to flow naturally aswell.Focus on great content and keyword relevanceFresh, relevant and high quality content is what people link to. Therefore, you need to focus onproviding quality content. Update your web pages frequently and make sure the content ispertinent to your niche. Always include keywords that are relevant while you focus on maintaina reasonable keyword density. A professional writer will be able to integrate keywords withease and without making your content appear unreadable.Make your content presentable and pay attention to heading tags (H1, h2, h3). Useful contentpresents a greater chance that some will find that content valuable to their readers and link toit.Create high quality micro sitesOne great way to achieve higher traffic with the Penguin update is to create micro sites withuseful content related to your niche. The objective is to create smaller sites of a higher qualityso that you gain more visibility by sending authoritative positive ranking signals towards yourmain site. Link the inner pages and articles to the home page of your main website. The innerpages must focus on the primary keyword and point to the home page. This can help you get
  • 14. www.penguinsurvivor.com by Gabriel Machuretpositive results in even with Penguin update. But before you go out there and BLAST web 2sites… keep in mind we are talking here about QUALITY so… again no quick solution.Duplicate content cleanup – Get rid of pages that suckIn the process of cleaning up and building quality links in the hopes of a Penguin recovery it isalso important to check for duplicate content that could also cause your search ranking andtraffic to take a beating. Some websites may steal your content which needs to be reported toGoogle by submitting a DMCA report. A low quality site may scrape your content and link toyou, which needs to be reported immediately.Make sure all of your pages have unique titles and meta descriptions. Avoid creating posts,multiple domains, sub-domains, and pages with duplicate content. Google is now very smart atfiltering out duplicate content. Regular SEO audits will ensure that your website is Penguinfriendly. Bring out the best in your search engine marketing skills which includes robots.txt,sitemaps.xml, pinging, and web page building.Duplicate content could appear in: Printer-only versions of web pages. Discussion forums that may contain the entire or stripped down versions of web pages. Items linked via multiple URLsIf you have multiple pages with similar content then you can set your preferred URL through atechnique called canonicalization. This will allow you to gain more control over your URLsappear in search engine results. Google will treat links to different URLs exactly the same aslinks to your preferred domain.Another option is to use 301 redirects and Webmaster Tools.
  • 15. www.penguinsurvivor.com by Gabriel MachuretAvoid the temptation of cloaking and redirectsEvery credible SEOer knows that cloaking and shady redirect techniques are against Google’sbible….. Setting up one page for search engine crawlers with a highly optimized keyword andanother version of the same page for visitors will fetch you another slap from the Penguin.Don’t ever be tempted to try it (especially in real sites… with “testing sites, go for it…)The same applies to redirects that use PHP, ASP, meta refresh and other techniques. Thesearch engine can easily detect such techniques based on the IP address and is the fastest wayto be de-indexed.So unless you are playing the serious blackhat game, don’t do it with your tiny little site.Many times the risk is not worth the slap.Automated queries are a violation of Google TOSGoogle is clear in their refusal to entertain automated queries Do not send automated queriesfrom your site or blog unless you want to see your ranking and traffic drop instantly. Instead itis wise to make full use of the notifications from your Webmaster Tools account, which is astorehouse of valuable information. Google may send you notifications of any errors orunnatural links they find on your site.Stay connected with social mediaThe connected culture is the best way to keep your website noticed and stay on the good sideof Penguin as well. Your first step is to create informative, shareable content. Contribute torelevant blog posts that cater to your niche. Google gives importance to social media, whichmust be a part of your overall SEO strategies. Go beyond just Facebook and Twitter and addwidgets to your site.
  • 16. www.penguinsurvivor.com by Gabriel MachuretHave a Google Plus page for your site and integrate a few of the top social sharing buttons.Readers will begin to share your content on social bookmarking sites, which is a great way todrive traffic and get noticed.Be Smart: If you use Google plus…. Well, it’s own by Google. Google will not de-index or not“count” links produce in Google land… ;)Remember the old way of doing things…Stay away from outdated techniques like over-linking, keyword stuffed in the title, meta tags,and body, Flash-only sites, and uploading un-optimized images.Stick to design and content guidelinesGoing overboard in an attempt to gain favour with Google isn’t the right approach. While youmake every attempt to provide original and high quality content, follow these few guidelines toincrease your chances…. Your website must have a clear hierarchy and text links. Create one state text link so that every page can be reached. Limit the amount of outbound links to your webpage. In the process, keep a check and fix broken links on a regular basis otherwise it could hurt your ranking. Use keywords in the ALT Atrribute if you have plenty of images on your website but without blasting the same keyword over and overYou can either get swept into the technicalities of Google’s algorithm update or learn to ‘dance’with the Penguin.No matter what, the implementation of proper SEO techniques minus any Black Hat tactics,which probably got you into trouble in the first place, is sure to help you get back your ranking.
  • 17. www.penguinsurvivor.com by Gabriel MachuretThe thumb rule is to create unique content with preference to your audience and NOT searchengines. Google themselves make it quite clear that white hat SEO within reasonable limits iswhat improves the quality of a site. Follow best practices and Google hopefully will reward yousooner than later.Now keep in mind: Playing the SEO game is in fact a GAME.We win, we loss.Try to learn from this experience.If your site got hammered by Penguin… think that it can happen in the future if Google changesthe rules, so work towards different marketing strategies.Don’t depend JUST in GoogleDiversify. Be your list. Engage customers. Try social media. Video marketing. Try different thingsand try to bring pretty freaking amazing content to your site, so the world can’t avoid to ignoreto love you and then Google eventually will.Good luck and now I know why the Canadians go killing Penguins in the Winter !!! (bad joke)To your SEO survivalGabriel MachuretContact me at Gabriel@seocourse.com.auCheck my blog at www.internetninja.com.auShow me some love at facebook http://www.facebook.com/gabrielmachuret