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KNOW YOUR ENEMYA Case Study & Tips for Outsmarting Google Penguinhttp://webdigia.com/blog/3-crucial-google-penguin-seo-tip...
AMPLIFY INTERACTIVEwww.amplify-interactive.comBoutique Agency – All We Do is Search• Search Engine Optimization (SEO)• Pay...
IMPROVING THE WEB & KILLING BAD SEOWHY PENGUIN? (AND PANDA)Google‟s algorithm updates are intended to improve &maintain sa...
PENGUIN SLAPPEDA Case Studyhttps://gifsoup.com/view/4622332/penguin-slap.html
BACKGROUND• Outdoor furniture site• I THINK I hid the ID of the offending site• We didn‟t do this to the site in the 1st p...
PENGUIN TOOLKIT• Dates: Penguin 1.0 = 4/24/12o http://www.seomoz.org/google-algorithm-changeo MozCast• Analytics• OpenSite...
SITE AFFECTED BY PENGUIN• 3/23: Panda 3.4 – Over-Optimization• 4/24: Penguin 1.0 – Spammy Links• 5/30: Memorial Day - Seas...
ANALYSIS: PRE/POST PENGUIN• 2 weeks before & 2 weeks after• Doesn‟t look like much – 39% difference• 1 specific referring ...
ANY GUESSES?Look at all the optimized anchor textAnchor Text Profileadirondack chairsadirondack chairwooden adirondack cha...
HOME PAGE COMES IN 2NDInbound Links by Pagehttp://www.domainname.com/adchair1.htmlhttp://www.domainname.com/http://www.dom...
POOR QUALITY LINKS010020030040050060063 55 49 44 39 34 29 24 19 14 9Page Authority of Linking PageLinks by Page AuthorityN...
I FOUND SITES LIKE THISwww.amplify-interactive.comI started investigating the links to the site – these arethe first few l...
I FOUND ARTICLES LIKE THISMost of the chairs you can find for outdoor use aremere replications of the designs that you can...
I FOUND COMMENTS LIKE THISwww.amplify-interactive.comI started investigating the links to the site – these arethe first fe...
SOAP BOX TIME• How do tactics like those add value?• Search marketing is a way to execute on yourbusiness strategy – not t...
PENGUIN RECOVERY OPTIONSDeleteDestroyDilute Beg for mercywww.amplify-interactive.com
PENGUIN RECOVERY: DELETE• Delete bad links• It will work… if you can do it.www.amplify-interactive.comhttp://www.seomoz.or...
PENGUIN RECOVERY: DESTROY?Penguin is a page-specificpenalty.If you can‟t delete links tothe offending page(s) - oneoption ...
PENGUIN RECOVERY: DILUTEDilute your bad links by EARNING new/better linksContent Marketing Strategy1. Create great content...
THE PROBLEM IS SEO‟SMost “SEO‟s” then look for the „smartest‟ and fastest way to do things:• Buy lots of articles for $20 ...
SURVIVAL OF THE FITTESTTrue to form – the site owner says:“So we should just build more brandedlinks to those pages, right...
OUTSMARTING GOOGLE PENGUINTHE “FUTURE” OF SEOhttp://www.myconfinedspace.com/2010/10/12/back-to-the-future-roads-wallpaper/...
OUTSMARTING PENGUINWho Knows What This Means?#RCSwww.amplify-interactive.comhttp://www.slideshare.net/wilreynolds/do-real-...
SEO IS NOT JUST SEO ANYMORESocial ContentTechnicalSEO• User experienceo Site speedo Responsive designo Informationarchitec...
Ad Copy & MessagesContent TypesSocial MediaChannels & OnlineCommunitiesKeywords & TopicsPaid StrategiesKNOW YOUR PERSONASG...
KEYWORDS > FUNNEL > CONTENT > LEADS & SALES• Short-form content(blog, “resources”)• Tips• Ideas/Examples• Checklists• Q&A ...
www.amplify-interactive.com/blog/@AmplifySEMwww.slideshare.com/benjaminlloydThank You!www.amplify-interactive.com
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Know Your Enemy - The New SEO & Outsmarting Google Penguin

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This is an updated presentation on SEO strategies for Google Penguin that was presented at the Portland Innotech eMarketingSummit 2013. Includes an overview of Penguin, a case study, and how to avoid Penguin by brand building through content strategy, development & marketing.

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Know Your Enemy - The New SEO & Outsmarting Google Penguin

  1. 1. KNOW YOUR ENEMYA Case Study & Tips for Outsmarting Google Penguinhttp://webdigia.com/blog/3-crucial-google-penguin-seo-tipsPresented @ The 2013 Innotech eMarketingSummit - Portlandfor
  2. 2. AMPLIFY INTERACTIVEwww.amplify-interactive.comBoutique Agency – All We Do is Search• Search Engine Optimization (SEO)• Pay Per Click (PPC) – Search & Social Ads• Social Media Management & Optimization• Web Analytics2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGNBEN LLOYD | PRESIDENT, AMPLIFY INTERACTIVE• Focused on SEO/SEM since 1999• Founded Amplify Interactive in 2003• Participates in developing all client strategy• Co-Founder & Past President - SEMpdx
  3. 3. IMPROVING THE WEB & KILLING BAD SEOWHY PENGUIN? (AND PANDA)Google‟s algorithm updates are intended to improve &maintain satisfaction with search results (and to keepyou coming back to Google and clicking on PPC ads).They want sites in the results that are earningrankings on merit instead of knowing how to buy links.
  4. 4. PENGUIN SLAPPEDA Case Studyhttps://gifsoup.com/view/4622332/penguin-slap.html
  5. 5. BACKGROUND• Outdoor furniture site• I THINK I hid the ID of the offending site• We didn‟t do this to the site in the 1st place • Suffered a big loss in search engine traffic…this case study shows how I figured out theywere nailed by Penguin.www.amplify-interactive.com
  6. 6. PENGUIN TOOLKIT• Dates: Penguin 1.0 = 4/24/12o http://www.seomoz.org/google-algorithm-changeo MozCast• Analytics• OpenSiteExplorer• Google Webmaster Toolso You will not get a notificationwww.amplify-interactive.comThis is the “toolkit” I used to collect and analyzethe data to show the Penguin penalty.Knowing dates of algorithm updates is key toidentifying patterns. The rest of the tools are fordissecting the link profile of the site.
  7. 7. SITE AFFECTED BY PENGUIN• 3/23: Panda 3.4 – Over-Optimization• 4/24: Penguin 1.0 – Spammy Links• 5/30: Memorial Day - Seasonal Declinewww.amplify-interactive.com
  8. 8. ANALYSIS: PRE/POST PENGUIN• 2 weeks before & 2 weeks after• Doesn‟t look like much – 39% difference• 1 specific referring keyword sticks outwww.amplify-interactive.com
  9. 9. ANY GUESSES?Look at all the optimized anchor textAnchor Text Profileadirondack chairsadirondack chairwooden adirondack chairscedar adirondack chairswood adirondack chairhttp://www.domainname.com/adchair1.htmlCedar Wood FurnitureBranded AnchorText is usuallythe biggest slicewww.amplify-interactive.com
  10. 10. HOME PAGE COMES IN 2NDInbound Links by Pagehttp://www.domainname.com/adchair1.htmlhttp://www.domainname.com/http://www.domainname.com/pottingbenches.htmlhttp://www.domainname.com/firewoodracks.htmlhttp://www.domainname.com/catdog.htmlhttp://domainname.com/http://www.cedarwoodfurniture.com/porchswings2.htmlhttp://www.cedarwoodfurniture.com/windowboxes.htmlhttp://www.cedarwoodfurniture.com/homegarden.htmlwww.amplify-interactive.comThe home page is usuallythe most linked-to page…this profile is a red flag
  11. 11. POOR QUALITY LINKS010020030040050060063 55 49 44 39 34 29 24 19 14 9Page Authority of Linking PageLinks by Page AuthorityNumber of Linkswww.amplify-interactive.comThe bulk of pages linking tothis site are poor quality…another red flag
  12. 12. I FOUND SITES LIKE THISwww.amplify-interactive.comI started investigating the links to the site – these arethe first few links I found by picking from open siteexplorer at random. None of them are good.
  13. 13. I FOUND ARTICLES LIKE THISMost of the chairs you can find for outdoor use aremere replications of the designs that you can see forindoor use. If there are deep-seating sofas in theliving room, arm chairs in the dining room or reclinersin the den, you can always find that they have theircorresponding counterparts in the patio furniture. Ifyou wish, however, for an exquisite and unique designthat is built specifically for the outside setting thenyou should go for Adirondack chairs.www.amplify-interactive.comI started investigating the links to the site – these arethe first few links I found by picking from open siteexplorer at random. None of them are good.
  14. 14. I FOUND COMMENTS LIKE THISwww.amplify-interactive.comI started investigating the links to the site – these arethe first few links I found by picking from open siteexplorer at random. None of them are good.
  15. 15. SOAP BOX TIME• How do tactics like those add value?• Search marketing is a way to execute on yourbusiness strategy – not the other way around• Build a brand – not linkswww.amplify-interactive.comhttp://smokingsection.uproxx.com/
  16. 16. PENGUIN RECOVERY OPTIONSDeleteDestroyDilute Beg for mercywww.amplify-interactive.com
  17. 17. PENGUIN RECOVERY: DELETE• Delete bad links• It will work… if you can do it.www.amplify-interactive.comhttp://www.seomoz.org/blog/how-wpmuorg-recovered-from-the-penguin-update
  18. 18. PENGUIN RECOVERY: DESTROY?Penguin is a page-specificpenalty.If you can‟t delete links tothe offending page(s) - oneoption may be to “move”the offending page(s) by1. Giving them new URLs2. 404-ing the old pagesHowever – if it‟s the homepage that has over-builtlinks to it, this option maynot be viable if you‟ve got alot of domain equity. IN thatcase, you‟re going to needto dilute your links…Inbound Links by Pagehttp://www.domainname.com/adchair1.htmlhttp://www.domainname.com/http://www.domainname.com/pottingbenches.htmlhttp://www.domainname.com/firewoodracks.htmlwww.amplify-interactive.com
  19. 19. PENGUIN RECOVERY: DILUTEDilute your bad links by EARNING new/better linksContent Marketing Strategy1. Create great content2. Market your content3. Get linksSounds easy enough… but it takes time and pretty soonthe old mindset starts to prevail…www.amplify-interactive.com
  20. 20. THE PROBLEM IS SEO‟SMost “SEO‟s” then look for the „smartest‟ and fastest way to do things:• Buy lots of articles for $20 a pop• “Only 2% exact match anchor text”• Buy likes: Link/like/share networks• Find “dofollow” blogs to comment on• Buy software to remove links…and you‟re back in the same boatwww.amplify-interactive.comhttp://www.seomoz.org/ugc/how-to-push-an-infographic
  21. 21. SURVIVAL OF THE FITTESTTrue to form – the site owner says:“So we should just build more brandedlinks to those pages, right?”www.amplify-interactive.com
  22. 22. OUTSMARTING GOOGLE PENGUINTHE “FUTURE” OF SEOhttp://www.myconfinedspace.com/2010/10/12/back-to-the-future-roads-wallpaper/back-to-the-future-roads-wallpaper-2/
  23. 23. OUTSMARTING PENGUINWho Knows What This Means?#RCSwww.amplify-interactive.comhttp://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version
  24. 24. SEO IS NOT JUST SEO ANYMORESocial ContentTechnicalSEO• User experienceo Site speedo Responsive designo Informationarchitecture• Quality contento Know your audienceo Anticipate their needso Add value• Social & Linkso Communityparticipationo Offline counts tooo Add valuewww.amplify-interactive.com
  25. 25. Ad Copy & MessagesContent TypesSocial MediaChannels & OnlineCommunitiesKeywords & TopicsPaid StrategiesKNOW YOUR PERSONASGIVE YOUR AUDIENCE WHAT THEY WANTwww.amplify-interactive.com
  26. 26. KEYWORDS > FUNNEL > CONTENT > LEADS & SALES• Short-form content(blog, “resources”)• Tips• Ideas/Examples• Checklists• Q&A / InterviewGenerateAwareness• Long-form content(ebook)• Low barrier• Guides• Templates• NewsletterGenerateLeads • High-Barrier• Contact Us• ConsultationSales“Tips for integratingsocial media intoconferences”“Guide tosocial mediafor eventplanners”“Social mediadisplay fortrade showbooth”www.amplify-interactive.com
  27. 27. www.amplify-interactive.com/blog/@AmplifySEMwww.slideshare.com/benjaminlloydThank You!www.amplify-interactive.com

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