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Understanding and Remediating Google Penalties

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Steve Krull, Co-Founder & CEO of Be Found Online discusses google penalties and his proven methodology of penalty remediation for both partial and site-wide matches.

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Understanding and Remediating Google Penalties

  1. 1. 1 Google Penalties: Identification and Remediation of Partial and Site-Wide Matches Steve Krull, Co-Founder & CEO Dan Reno, VP Organic Media
  2. 2. @brightedge #Share14 2 Who We Are!  6 year old Chicago based agency  Decades of experience  Dealing with penalties for 4 years  We’re pretty good zookeepers!  Who is he?  Who are you?
  3. 3. 3 Real Stories
  4. 4. @brightedge #Share14 4 Case Study Uno  Outcome  Penalty removed and rankings recovered in 6 weeks  Meat & Potatoes  What: Partial Match  Why: Spam Links  Solution / Takeaway:  Link pruning – maintain high-value, remove low value links.  Disavow  Reconsideration
  5. 5. @brightedge #Share14 5 Case Study Due  Outcome  Removed less than 2 months after identification  Meat & Potatoes  What: Site-Wide Match  Why: Sub-domain Linking Strategy  Solution / Takeaway:  Immediate Site Change to Global Footer (read: Follow Google’s Rules)  Sub-domain Level Disavow Files  Reconsideration
  6. 6. @brightedge #Share14 6 Case Study Tre  Outcome  Penalty Removed after 9months and 3 reconsideration requests  Meat & Potatoes  What: Partial Match  Why: Site-wide links from clients  Solution / Takeaway:  Cleanup old guest posts – Transparency  Identify potential foul play – Competition  Client / customer links done the wrong way can get you penalized
  7. 7. @brightedge #Share14 7 Penalty Life Lessons  Beware of the following:  Site-wide links (even if branded)  PR – Monitor very closely  “Negative SEO”  Repetitive Anchor Text  Repetitive Anchor Text  Warning signs:  Usually several weeks in advance  Ranking drops  Steady traffic decline
  8. 8. 8 Identify, Research, Remediate
  9. 9. @brightedge #Share14 9 Houston, We Have A Problem!!
  10. 10. @brightedge #Share14 10 Full / Site-wide Match Zip, Zilch – No Rankings
  11. 11. @brightedge #Share14 11 Partial Match Pulled from SERPs for specific phrases
  12. 12. @brightedge #Share14 12 Finding the Clues Before After
  13. 13. @brightedge #Share14 13 First, Low Hanging Fruit 13 #share14 @brightedge
  14. 14. @brightedge #Share14 14 Deep Dive
  15. 15. @brightedge #Share14 15 A Helpful Mindset for Backlinks Gauging Intent “For Search Engines” “For Benefit of Users”
  16. 16. @brightedge #Share14 16 Commit Reaching Out To Google Acknowledge Detail
  17. 17. @brightedge #Share14 17 Summary  Identification  Analytics – Traffic dip, drop, plummet!  BrightEdge – All of the above plus rankings!  Webmaster Tools – “Dear John” from Google  Understanding  “Full” or “Site-Wide” Match  Partial Match  Finding the Clues  Precursors  Big Trends / Patterns  Gauging Intent  Solving the Problem  Backlink Cleanup (Quick Wins First)  Reconsideration Request  Disavow
  18. 18. 18 Thank You!! Steve Krull, Co-Founder & CEO Dan Reno, VP Organic Media Talk to us @befoundonline #share14
  19. 19. 19 Appendix: Manual Action Definitions
  20. 20. @brightedge #Share14 20 Tools to Help Along the Way  Disavow Tool: https://www.google.com/webmasters/tools/disavow-links-main  Reconsideration Request Tool: https://www.google.com/webmasters/tools/reconsideration  Glossary of Manual Actions: http://www.seroundtable.com/google-manual-actions-spam- 17204.html  Helpful Resources  http://befoundonline.com/seo/4464/life-google-penalty-rebuilding-credit-google  http://befoundonline.com/seo/4427/panda-penguin-google-penalties
  21. 21. @brightedge #Share14 21 All Manual Actions Handy Link: http://www.seroundtable.com/google-manual-actions-spam-17204.html
  22. 22. @brightedge #Share14 22 Manual Actions
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