C3 2012 Panda and Penguin - Brain McDowell

1. #C3ny
#C3ny
|
September
19-­‐20
|
New
York
City
Panda
and
Penguin
@Brian_McDowell
Director
of
Search
Intelligence,
Conductor

2. #C3ny
Brian
McDowell,
Director
of
Search
Intelligence
2
+ Developer
+ SoJware
Test
Engineer
(CSTE)
+ Dedicated
SEO
Professional
+ Team
/
Culture
Builder
+ Revenue
Producer
+ Advisor
/
Consultant
+ Data
Junkie
+ Son,
Husband,
Father
&
Friend
LINKEDIN:
linkedin.com/in/mcdowell
TWITTER:
@Brian_McDowell

3. #C3ny
3
#C3ny
@Conductor
@Brian_McDowell

4. #C3ny
4
#C3ny
@Conductor
@Brian_McDowell
HELLO,
?

5. #C3ny
5
#C3ny
@Conductor
@Brian_McDowell

6. #C3ny
6
#C3ny
@Conductor
@Brian_McDowell

7. #C3ny
7
ONE
SITE’S
LOSS
IS
ANOTHERS
GAIN

8. #C3ny
8
#C3ny
@Conductor
@Brian_McDowell

9. #C3ny
9

10. #C3ny
What
is
Panda?
10
hfp://googleblog.blogspot.com/2011/02/finding-­‐more-­‐high-­‐quality-­‐sites-­‐in.html
“This
update
is
designed
to
reduce
rankings
for
low-­‐quality
sites—sites
which
are
low-­‐value
add
for
users,
copy
content
from
other
websites
or
sites
that
are
just
not
very
useful.”
Google
Official
Blog
11.8%
#C3ny
@Conductor
@Brian_McDowell

11. #C3ny
Overlooked
impact
of
filtered
sites
11
+ AdSense
Sites
–
Sites
that
were
built
to
rank
well
in
the
SEPRs
in
order
to
generate
revenue
through
adverksements
+ Content
Aggregators
–
Similar
to
above.
Sites
that
had
lifle
to
no
original
content
by
scraping
content
from
mulkple
other
sites.
+ Link
Networks
–
Sponsored
blog
posts
that
served
content
specifically
for
links.
(Indirect
negakve
impact
on
their
customers)
+ Exact
Match
Domains
–
When
not
separated
from
parent
site
code
base
or
IP
block.
(Same
CMS/IP)
+ E-­‐Commerce
Impact
–
Smaller
sites
that
populated
content
triggers
with
the
same
dynamic
variables
from
product
feeds
(nothing
unique)
+ Replica
sites
using
elusive
content
spinners.
#C3ny
@Conductor
@Brian_McDowell

12. #C3ny
WHAT
COUNTS
AS
A
HIGH
QUALITY
SITE?
12
#C3ny
@Conductor
@Brian_McDowell

13. #C3ny
(1
of
23)
13
+ Would
you
TRUST
the
informakon
presented
in
this
arkcle?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

14. #C3ny
14
+ Is
this
arkcle
wrifen
by
an
EXPERT
or
ENTHUSIAST
who
knows
the
topic
well,
or
is
it
more
shallow
in
nature?
(2
of
23)
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

15. #C3ny
(3
of
23)
15
+ Does
the
site
have
DUPLICATE,
overlapping,
or
redundant
arkcles
on
the
same
or
similar
topics
with
slightly
different
keyword
VARIATIONS?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

16. #C3ny
(4
of
23)
16
+ Would
you
be
comfortable
giving
your
CREDIT
CARD
informakon
to
this
site?
(TRUST)
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

17. #C3ny
(5
of
23)
17
+ Does
this
arkcle
have
spelling,
styliskc,
or
factual
ERRORS?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

18. #C3ny
(6
of
23)
18
+ Are
the
topics
DRIVEN
BY
genuine
interests
of
READERS
of
the
site,
or
does
the
site
generate
content
by
afempkng
to
guess
what
might
RANK
well
in
SEARCH
ENGINES?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

19. #C3ny
(7
of
23)
19
+ Does
the
arkcle
provide
ORIGIONAL
content
or
informakon,
ORIGIONAL
reporkng,
ORIGIONAL
research,
or
ORIGIONAL
analysis?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

20. #C3ny
(8
of
23)
20
+ Does
the
page
PROVIDE
substankal
VALUE
when
compared
to
other
pages
in
search
results?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

21. #C3ny
(9
of
23)
21
+ How
much
quality
control
is
done
on
CONTENT?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

22. #C3ny
(10
of
23)
22
+ Does
the
arkcle
describe
both
sides
of
a
story?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

23. #C3ny
(11
of
21)
23
+ Is
the
site
a
recognized
AUTHORITY
on
its
topic?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

24. #C3ny
(12
of
23)
24
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell
+ Is
the
content
mass-­‐produced
by
or
OUTSOURCED
to
a
large
number
of
creators,
or
spread
across
a
large
network
of
sites,
so
that
individual
pages
or
sites
don’t
get
as
much
afenkon
or
care?

25. #C3ny
(13
of
23)
25
+ Was
the
arkcle
EDITED
well,
or
does
it
appear
SLOPPY
or
haskly
produced?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

26. #C3ny
(14
of
23)
26
+ For
a
health
related
query,
would
you
TRUST
informakon
from
this
site?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

27. #C3ny
(15
of
23)
27
+ Would
you
recognize
this
site
as
an
AUTHORITATIVE
source
when
menkoned
by
name?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

28. #C3ny
(16
of
23)
28
+ Does
this
arkcle
provide
a
complete
or
comprehensive
descripkon
of
the
topic?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

29. #C3ny
(17
of
23)
29
+ Does
this
arkcle
contain
insighoul
analysis
or
intereskng
informakon
that
is
BEYOND
OBVIOUS?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

30. #C3ny
(18
of
23)
30
+ Is
this
the
sort
of
page
you’d
want
to
BOOKMARK,
SHARE
with
a
friend,
or
RECOMMEND?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

31. #C3ny
(19
of
23)
31
+ Does
this
arkcle
have
an
excessive
amount
of
ads
that
DISTRACT
from
or
interfere
with
the
main
CONTENT?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

32. #C3ny
(20
of
23)
32
+ Would
you
expect
to
see
this
arkcle
in
a
PRINTED
magazine,
encyclopedia
or
book?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

33. #C3ny
(21
of
23)
33
+ Are
the
arkcles
short,
unsubstankal,
or
otherwise
LACKING
in
helpful
SPECIFICS?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

34. #C3ny
(22
of
23)
34
+ Are
the
pages
produced
with
great
CARE
and
ATTENTION
to
detail
vs.
less
afenkon
to
detail?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

35. #C3ny
(23
of
23)
35
+ Would
users
COMPLAIN
when
they
see
pages
from
this
site?
hfp://googlewebmastercentral.blogspot.com/2011/05/more-­‐guidance-­‐on-­‐building-­‐high-­‐quality.html
#C3ny
@Conductor
@Brian_McDowell

36. #C3ny
What
is
Penguin?
36
“decrease
rankings
for
sites
that
we
believe
are
violakng
Google’s
exiskng
quality
guidelines…
this
algorithm
represents
another
improvement
in
our
efforts
to
reduce
webspam
and
promote
high
quality
content.
…
We
want
people
doing
white
hat
search
engine
opkmizakon
to
be
free
to
focus
on
creakng
amazing,
compelling
web
sites.”
hfp://insidesearch.blogspot.com/2012/04/another-­‐step-­‐to-­‐reward-­‐high-­‐quality.html
3.1%
#C3ny
@Conductor
@Brian_McDowell

37. #C3ny
Where
do
Penguins
come
from?
37
The
Penguin
update
was
an
algorithmic
enhancement
to
specifically
target
webspam.
In
other
words
to
filter
out
sites
that
found
loopholes
in
the
Google
Algorithm.
#C3ny
@Conductor
@Brian_McDowell

38. #C3ny
Predicive
data
collecions
38
#C3ny
@Conductor
@Brian_McDowell

39. #C3ny
What
is
Webspam?
39
+ Keyword
Stuffing
+ Linking
Schemes
+ Cloaking
+ “Sneaky”
Redirects
+ Doorway
Pages
+ Purposeful
Duplicate
Content
#C3ny
@Conductor
@Brian_McDowell

40. #C3ny
I
may
have
been
filtered.
WHAT
DO
I
DO?!?!

41. #C3ny
HOW
DID
THE
ALGO
CHANGE
IMPACT
ME?

42. #C3ny
42
#C3ny
@Conductor
@Brian_McDowell

43. #C3ny
Perform
Site
CPR
43
ANALYTICS
BACKLINKS
/
BLOGS
CODE
/
CONTACTS
#C3ny
@Conductor
@Brian_McDowell

44. #C3ny
44
ANALYTICS
+ Need
a
day/week
of
Analykcs
comparison
data
(check
delta)
+ Segment
Analykcs
data
by
Search
Engine
(is
it
isolated
or
global?)
+ Collect
list
of
keywords
that
lost
traffic
–
Sort
by
landing
page
–
Look
for
repekkons
in
directory
paths
+ Collect
list
of
URLs
that
lost
traffic
–
Sort
–
Look
for
repekkons
in
directory
paths
+ Look
at
Keyword
ranking
Deltas
(Brand
/
Non-­‐Branded
/
Categories)
+ Check
Category
Market
Share
–
Are
you
the
only
one
impacted?
#C3ny
@Conductor
@Brian_McDowell

45. #C3ny
45
+ Educakon
is
Key
–
Check
your
resources
early
and
oJen
SE
Watch,
SE
RoundTable,
SE
Land,
Web
Master
World
+ Don’t
be
afraid
to
post
anonymously
on
WMW
+ Check
Webmastertools
for
any
messages
+ Did
you
use
any
queskonable
strategies?
Can
your
links
be
adjusted?
+ Is
there
abnormal
linking
happening
that
you
are
unaware
of?
+ Weigh
the
opkons
of
a
Reconsiderakon
Request
Pro’s/Cons
BACKLINKS
/
BLOGS
#C3ny
@Conductor
@Brian_McDowell

46. #C3ny
46
+ Was
there
any
site
downkme
recently
+ Check
release
schedule
for
previous
week
+ Run
Screaming
Frog
and
check
for
response
codes,
duplicate
content,
missing
triggers
+ Reach
out
to
your
closest
contacts
–
what
are
they
seeing?
CODE
/
CONTACTS
#C3ny
@Conductor
@Brian_McDowell

47. #C3ny
47
Building
Predickve
Strategies
#C3ny
@Conductor
@Brian_McDowell

48. #C3ny
Top
10
aspects
of
a
good
sustainable
strategy
48
+ Build
unique
content
that
is
for
both
the
user
and
the
search
engine
+ Format
analykcs
plaoorms
for
easy
forensics
(Segment
data
into
categories,
sources,
build
goals
around
ranking
URLs/Keywords)
+ Establish
a
set
of
QA
requirements
for
SEO
in
the
SDLC
+ Consistently
audit
your
content
and
look
for
poachers
+ Stay
away
from
boiler
plates
+ Clean
up
all
duplicate
content
issues
on
your
site
+ Become
a
voice
in
your
industry
to
build
authority
and
trust
(Authorship)
+ Link
building
is
difficult
–
focus
on
quality
and
relevance
above
all
+ Social
media
should
not
be
all
about
selling
–
it
is
about
engagement
+ Do
not
neglect
Google+
but
also
don’t
spend
to
much
kme
on
it
#C3ny
@Conductor
@Brian_McDowell

49. #C3ny
49
2012
Thank
you
for
ajending
C3
See
you
in
2013
Conductor.com/c3