Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Panda vs. Penguin
and a little b...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
About Me: Paula Keller
• Marketi...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Google Algorithm Updates
• 500 -...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Some are bigger than others…
Ima...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Image Source: www.blogager.com
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Image Source: http://powertripbe...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Google Penguin vs. Panda
First A...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Let’s Talk Panda
Image Source: h...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Panda
• Occurs approx. monthly, ...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
So, How Does a Business Fix This...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Photo Gallery
Contact Form
Stron...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
=Image Source: http://www.clker....
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Penguin
• Happens Less Frequentl...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Penguin
• aggressive exact match...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
=
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
But, not all votes are created e...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
What Makes a Link Bad?
• Structu...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
What Makes a Link Bad?
• Source
...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Common Sources of Bad Links
• Po...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
What DOES Google want?
• “Do rea...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Ideal breakdown of anchor text i...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Site rankings can be affected
1 ...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Algorithmically…
Image Source: h...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Manually...
Image Source: http:/...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Diagnosing
• Action plan to “fix...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Google Webmaster Tools:
Manual A...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Manual Action Traffic Drop off
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Algorithmic
• If traffic dip in ...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Google Webmaster Tools
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Treating
• Manual action
– Perfo...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
VENICE
February 2012
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Image Source: http://moz.com/blo...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm UpdatesImage Source: http://moz.com/blog...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Image Source: http://moz.com/blo...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm UpdatesImage Source: http://moz.com/blog...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Image Source: http://moz.com/blo...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Why This Matters
• We select key...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
How to Measure
• No great way to...
Confidential, Property of Search Influence, LLC © 2013
@SearchInfluence Algorithm Updates
Thank you!
• pkeller@searchinflu...
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Panda vs Penguin and a little bit of Venice, Sept 11, 2013

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Google Algorithm updates can leave small business owners feeling confused and frustrated. Learn the difference between Panda and Penguin, and how small businesses are helped by Venice.

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  • These are the primary outlets that your customers are trying to find you online..
  • Contact for, learn more, photo gallery
  • Back links are links pointing at a website from other websites
  • As you know, each link back to a website is like a “vote”
  • Matt Cutts (Google Webmaster Expert) says…..
  • Algo has found links that they consider lower quality and have been adjustments to a sites ranking as a result
  • Manual means a member of the team has reviewed your link profile and manually adjusted a websites ranking
  • Algo has found links that they consider lower quality and have been adjustments to a sites ranking as a resultManual means a member of the team has reviewed your link profile and manually adjusted a websites ranking
  • Algo has found links that they consider lower quality and have been adjustments to a sites ranking as a resultManual means a member of the team has reviewed your link profile and manually adjusted a websites ranking
  • When comparing these two cases the traffic drop off was less severe for the algorithmic penalty but that is not always the case
  • While Panda and Penguin were more penalty focused updates, Venice actually HELPS our small businesses be more visible in search results!!
  • Venice localized organic results on broad search queries.
  • What does a person in Huntsville see if they type in “ford dealership” vs. someone in Cleveland?
  • Panda vs Penguin and a little bit of Venice, Sept 11, 2013

    1. 1. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Panda vs. Penguin and a little bit of Venice Paula Keller, Director of Account Management, Search Influence
    2. 2. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates About Me: Paula Keller • Marketing grad of LSU • Director of Account Management • More than 5+ years experience in traditional/online marketing • Google AdWords + Bing Ads certified
    3. 3. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Google Algorithm Updates • 500 - 600 per year • Track them here: http://moz.com/google-algorithm-change
    4. 4. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Some are bigger than others… Image Source: http://www.dogs4dogs.com/truth4dogs.html
    5. 5. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Image Source: www.blogager.com
    6. 6. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Image Source: http://powertripberkeley.com/venice-beach-sign-venice-beach-flickr-photo-sharing/
    7. 7. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Google Penguin vs. Panda First Appearance: USA, April 24, 2012 Penalty Reasons: 1. Low Quality Links 2. Over Optimized Anchor Texts 3. Keyword stuffing How to Overcome? 1. Natural Anchor Texts 2. Contextual Thematic Links 3. Pruning The “Rogue” Links Who Benefited? Websites with variety of back links Number of Updates: 2 % of Websites Affected? 3.1% Websites First Appearance: Worldwide, Feb 23, 2011 Penalty Reasons: 1. Thin Content 2. Content Farms 3. High Bounce Rates How to Overcome? 1. Replacing duplicate content 2. Use of unique content for submission based backlinks 3. No content spinning Who Benefited? Well written & informative content that appeals visitors Number of Updates: 13 % of Websites Affected? 12% Websites Source: http://visual.ly/google-penguin-vs-panda-update
    8. 8. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Let’s Talk Panda Image Source: http://www.hubspot.com/content-usage-guidelines
    9. 9. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Panda • Occurs approx. monthly, as recent as July 18 • Most likely causes for effects on advertisers’ sites: – Duplicate Content – Bad / low quality / thin content • How does Google know quality content? – Bounce rate is a key factor
    10. 10. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates So, How Does a Business Fix This? • Replace ALL duplicate content • Only add totally unique content • Re-write non-informative content – “Give away a little bit of the store” – What questions do customers ask when they call / come in? • Increase engagement and drive visitors further into the site
    11. 11. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Photo Gallery Contact Form Strong Photos Videos Question For
    12. 12. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates
    13. 13. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates =Image Source: http://www.clker.com/clipart-penguin-31.html Image Source: http://www.bedlamrealty.com/links/ On to Penguin…
    14. 14. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Penguin • Happens Less Frequently • There have been 2 big releases: – Penguin in April 2012 – Penguin 2.0 in May 2013
    15. 15. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Penguin • aggressive exact match anchor text • overuse of exact match domains – plumberneworleans.com • blog spam • keyword stuffing in internal and outbound links
    16. 16. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates =
    17. 17. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates But, not all votes are created equal Image Source: http://www.submitinme.com/blogs/simtalk/seo-quote-by-matt/matt-cutts-2/
    18. 18. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates What Makes a Link Bad? • Structure – Overly optimized “anchor text” – If all the links pointing at you are on the exact same keyword, Google sees that as a sign that a website may be trying to “manipulate” the search results http://www.bluefountainmedia.com/glossary/anchor-text/
    19. 19. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates What Makes a Link Bad? • Source – Completely unrelated or loosely related website • Not good: Mommy blog in Michigan linking to a steel maker in New Jersey • Appropriate link: Mommy blog in Michigan writing about and linking to vacation rentals in Alabama – Website linking to many different industries without real context or purpose • (established directories are still good)
    20. 20. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Common Sources of Bad Links • Poor blog commenting: – Comments providing no real input – Comments on unrelated blog posts – Commenter’s name is clearly a keyword • Syndicated/re-spun article sites • Low, low quality directories • Unrelated “link network” type sites
    21. 21. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates What DOES Google want? • “Do real stuff that companies do online” – Share interesting info on social media • Google+ – Provide valuable information on your website – Create good “content” and share • Videos on YouTube – “Brand signals”
    22. 22. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Ideal breakdown of anchor text is a mix of… • Branded • Keyword • “Naked” links – http://www.website.com • “Other” text like “click here” “learn more” Image Source: http://www.netmediablog.com/how-anchor-text-can-improve-blog-seo
    23. 23. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Site rankings can be affected 1 of 2 ways…
    24. 24. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Algorithmically… Image Source: http://www.digirank.co.uk/blog/10-seo-tools-to-help-websites-recover-from-google-algorithm-updates/
    25. 25. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Manually... Image Source: http://www.techiwarehouse.com/cat/47/Computer-Beginners-Guides
    26. 26. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Diagnosing • Action plan to “fix” varies based on the type of penalty…
    27. 27. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Google Webmaster Tools: Manual Actions Notice
    28. 28. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Manual Action Traffic Drop off
    29. 29. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Algorithmic • If traffic dip in Google Analytics coincides with a Google update, but no “manual action” in WMT, then the site’s rankings were adjusted by the algorithm, not manually
    30. 30. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Google Webmaster Tools
    31. 31. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Treating • Manual action – Perform aggressive link cleanup, document and submit Reconsideration Request • Algorithmic Update – Perform aggressive link cleanup, document, and “disavow” bad links • Can take multiple tries • Most cases are different • Results can take weeks to months • No easy cure for toxic links
    32. 32. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates VENICE February 2012
    33. 33. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Image Source: http://moz.com/blog/understand-and-rock-the-google-venice-update
    34. 34. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm UpdatesImage Source: http://moz.com/blog/understand-and- rock-the-google-venice-update
    35. 35. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Image Source: http://moz.com/blog/understand-and-rock-the-google- venice-update
    36. 36. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm UpdatesImage Source: http://moz.com/blog/understand-and- rock-the-google-venice-update
    37. 37. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Image Source: http://moz.com/blog/understand-and- rock-the-google-venice-update
    38. 38. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Why This Matters • We select keywords that include the client’s city • But… SEO may also help them rank for broad search terms that don’t include their area. • Keep this in mind as a selling point for new and existing clients
    39. 39. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates How to Measure • No great way to automatically track where each client is ranking for keywords without geo- modifiers • We aim to achieve an overall lift in organic search engine traffic to their site • Looking at search terms actually driving visits to the site in Google Analytics is the best way to see how the client is performing for non geo- modified phrases in their area.
    40. 40. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Algorithm Updates Thank you! • pkeller@searchinfluence.com • searchinfluence.com/blog • @SearchInfluence • @paulalmkeller
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