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COPYRIGHT 2012, BUUTEEQ INC.


info   buuteeq
What are they?
 Google Penguin is a new
 change to Google’s algorithm
 designed to combat web spam.

 Google Panda, which rolled out last
 year and will be updated
 continually, penalizes low-quality
 content.




                info                   buuteeq
What does it mean?
 Innkeepers and hoteliers who
 have hired SEO agencies to
 aggressively work on their
 websites are in danger.

 With these updates, and Penguin in
 particular, Google is now penalizing
 websites that are ‘over-optimized’.
 Use an analytics tool like buuteeq’s
 360 Analytics to see if your property
 was affected.



                 info                    buuteeq
info   COPYRIGHT 2012, BUUTEEQ INC.
                 buuteeq
Log Into buuteeq
 360 Analytics is the first thing
 you see.

 Regardless of the tool you use, be
 sure to select the appropriate date
 range—in this case, the entire month
 of April.




                info                    buuteeq
Select ‘Website’
 Select website traffic.

 If using Google Analytics, select the
 Organic option.




                 info                    buuteeq
Look in the ‘Daily Visits’ Box
 Results appear in the right-
 most box.




              info              buuteeq
Examine the 19th and 24th
 Select ‘Unique Visitors’ and
 see how your traffic looks on
 the 19th and 24th.

 If you were hit by Penguin, you will
 notice a sharp decline in organic
 visits from search engines.




                 info                   buuteeq
buuteeq’s results
 After testing this ourselves, we
 discovered that neither
 buuteeq.com nor any of our
 clients were hit by Penguin.

 • See our blog post on this issue
   which goes into more detail.
 • Google’s Penguin Penalty for
   Innkeepers and Hoteliers




               info                  buuteeq
info   COPYRIGHT 2012, BUUTEEQ INC.
                 buuteeq
Exact Match Anchor Text
 If 60% of your backlinks are an
 exact match for your targeted
 keyword, you are in trouble.

 Instead, gain backlinks naturally.
 Safe anchor text can include:
 • Brand Name
 • Domain Name (and variants)
 • The word ‘here’




                 info                 buuteeq
Backlinks from Non-Related Websites
 Most of your websites should
 come from your niche.

 Having a diversity of backlinks is
 good. When most of your exact-
 match or keyword-laden anchor text
 backlinks come from unrelated
 websites, however, this is a big red
 flag for Google.

 Also, backlinks from low-quality
 websites can hurt you more than
 help you.

                info                    buuteeq
Avoid Exact-Match Domains
 While exact-match-domains
 aren’t the end of the
 world, they could be a factor
 when combined with other
 issues.
 If you currently use an exact-match
 domain, there is no need to scrap it if
 it is still working for you. But be
 careful when choosing new domains
 in the future.




                 info                      buuteeq
Low Quality Content
 Make sure each article is
 unique and free of spelling &
 grammatical errors.

 Your website should have as much
 quality content as possible, with
 great information and good videos
 and images.




               info                  buuteeq
Beware Who You Link To
 Linking to other websites is
 good for the web community.

 However, if you link to poor quality
 websites not in your niche, you risk
 being labeled as a link farm by
 Google and penalized.




                info                    buuteeq
Don’t Fret Too Much
 Remember, it takes a
 combination of many if not all
 of these before Google will
 penalize you.

 buuteeq recommends not engaging
 SEO agencies because you have
 little say over what they do in your
 name. Instead, encourage links
 organically yourself by engaging with
 others and creating compelling
 content.


                info                     buuteeq
Further Reading
 • http://www.buuteeq.com/blog/seo-over-optimization/
 • http://www.buuteeq.com/blog/googles-penguin-
   penalty-for-innkeepers-and-hoteliers/
 • http://pointblankseo.com/type-of-links
 • http://www.seomoz.org/ugc/the-penguin-update-how-
   google-identifies-spam
 • http://www.micrositemasters.com/blog/penguin-
   analysis-seo-isnt-dead-but-you-need-to-act-smarter-
   and-5-easy-ways-to-do-so/
 • http://www.seomoz.org/blog/penguins-pandas-and-
   panic-at-the-zoo
 • https://seogadget.co.uk/so-your-sites-been-
   penalised-now-what/
 • http://www.seroundtable.com/penguin-traffic-drop-
   chart-15096.html
 • http://www.kimoftheworld.com/06/5-keywords-
   proving-google-penguin-update-algorithmic-fluke.html




                       info                               buuteeq
@buuteeq
                buuteeq.com/blog
                brandon@buuteeq.com
                patricia@buuteeq.com




All images in this
presentation were
either created and
owned by buuteeq or
are in the public
domain and used with    The Digital Marketing System for Your Property
                                                                         COPYRIGHT 2012, BUUTEEQ INC.
permission from                       www.buuteeq.com
Wikimedia Commons.     info                  buuteeq

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Google Penguin & Panda - Hotel Marketing & SEO by buuteeq

  • 1. COPYRIGHT 2012, BUUTEEQ INC. info buuteeq
  • 2. What are they? Google Penguin is a new change to Google’s algorithm designed to combat web spam. Google Panda, which rolled out last year and will be updated continually, penalizes low-quality content. info buuteeq
  • 3. What does it mean? Innkeepers and hoteliers who have hired SEO agencies to aggressively work on their websites are in danger. With these updates, and Penguin in particular, Google is now penalizing websites that are ‘over-optimized’. Use an analytics tool like buuteeq’s 360 Analytics to see if your property was affected. info buuteeq
  • 4. info COPYRIGHT 2012, BUUTEEQ INC. buuteeq
  • 5. Log Into buuteeq 360 Analytics is the first thing you see. Regardless of the tool you use, be sure to select the appropriate date range—in this case, the entire month of April. info buuteeq
  • 6. Select ‘Website’ Select website traffic. If using Google Analytics, select the Organic option. info buuteeq
  • 7. Look in the ‘Daily Visits’ Box Results appear in the right- most box. info buuteeq
  • 8. Examine the 19th and 24th Select ‘Unique Visitors’ and see how your traffic looks on the 19th and 24th. If you were hit by Penguin, you will notice a sharp decline in organic visits from search engines. info buuteeq
  • 9. buuteeq’s results After testing this ourselves, we discovered that neither buuteeq.com nor any of our clients were hit by Penguin. • See our blog post on this issue which goes into more detail. • Google’s Penguin Penalty for Innkeepers and Hoteliers info buuteeq
  • 10. info COPYRIGHT 2012, BUUTEEQ INC. buuteeq
  • 11. Exact Match Anchor Text If 60% of your backlinks are an exact match for your targeted keyword, you are in trouble. Instead, gain backlinks naturally. Safe anchor text can include: • Brand Name • Domain Name (and variants) • The word ‘here’ info buuteeq
  • 12. Backlinks from Non-Related Websites Most of your websites should come from your niche. Having a diversity of backlinks is good. When most of your exact- match or keyword-laden anchor text backlinks come from unrelated websites, however, this is a big red flag for Google. Also, backlinks from low-quality websites can hurt you more than help you. info buuteeq
  • 13. Avoid Exact-Match Domains While exact-match-domains aren’t the end of the world, they could be a factor when combined with other issues. If you currently use an exact-match domain, there is no need to scrap it if it is still working for you. But be careful when choosing new domains in the future. info buuteeq
  • 14. Low Quality Content Make sure each article is unique and free of spelling & grammatical errors. Your website should have as much quality content as possible, with great information and good videos and images. info buuteeq
  • 15. Beware Who You Link To Linking to other websites is good for the web community. However, if you link to poor quality websites not in your niche, you risk being labeled as a link farm by Google and penalized. info buuteeq
  • 16. Don’t Fret Too Much Remember, it takes a combination of many if not all of these before Google will penalize you. buuteeq recommends not engaging SEO agencies because you have little say over what they do in your name. Instead, encourage links organically yourself by engaging with others and creating compelling content. info buuteeq
  • 17. Further Reading • http://www.buuteeq.com/blog/seo-over-optimization/ • http://www.buuteeq.com/blog/googles-penguin- penalty-for-innkeepers-and-hoteliers/ • http://pointblankseo.com/type-of-links • http://www.seomoz.org/ugc/the-penguin-update-how- google-identifies-spam • http://www.micrositemasters.com/blog/penguin- analysis-seo-isnt-dead-but-you-need-to-act-smarter- and-5-easy-ways-to-do-so/ • http://www.seomoz.org/blog/penguins-pandas-and- panic-at-the-zoo • https://seogadget.co.uk/so-your-sites-been- penalised-now-what/ • http://www.seroundtable.com/penguin-traffic-drop- chart-15096.html • http://www.kimoftheworld.com/06/5-keywords- proving-google-penguin-update-algorithmic-fluke.html info buuteeq
  • 18. @buuteeq buuteeq.com/blog brandon@buuteeq.com patricia@buuteeq.com All images in this presentation were either created and owned by buuteeq or are in the public domain and used with The Digital Marketing System for Your Property COPYRIGHT 2012, BUUTEEQ INC. permission from www.buuteeq.com Wikimedia Commons. info buuteeq