1. Algo’s or Mammals?
Ross Monaghan
OCTOBER 11, 2012
SEARCH ENGINE MARKETING
© ZEON SOLUTIONS INC.

2. About Me
• Director of Search Engine Marketing
• 6+ Years Experience
• Global Optimization Experience
• B2B & B2C Small - Fortune 50-1000 Clients
• Connect via LinkedIn or @rossmonaghan

4. Periodic Table for “SEO”

5. Panda

6. Penguin

7. Exact Match Domains (EMD)

8. Exact Match Domains (EMD)

9. Above-the-fold Algorithm

11. Definitions please…

12. Panda

13. Panda Vulnerabilities
Targets: Content
• Low quality content
• Thin content
• Duplicate Content
• Low engagement rates on page or site (high bounce
rates, low time on site, etc.)
• Lack of original content
• High amount of irrelevant adverts
• High % of boilerplate content

14. Panda Timeline
• Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only)
• Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally)
• Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced)
• Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced)
• Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced)
• Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced)
• Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced)
• Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed)
• Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced)
• Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced)
• Panda Update 3.3, Feb. 27, 2012 (no change given; announced)
• Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced)
• Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed)
• Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another)
• Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced)
• Panda Update 3.8, June 25, 2012: (about 1% of queries; announced)
• Panda Update 3.9, July 24, 2012:(about 1% of queries; announced)
• Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced)
• Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)

15. Have you have been Panda Kicked?
• Check organic traffic on dates of algo changes
• Analyze Webmaster Tools Impression Share
• Analyze Rank Changes for Top KW’s

16. Ok…I was hit…HELP!
• Isolate problem
• Which pages were affected
• Find pages which were not affected and
identify differences
• Analyze content vs. quality high ranking sites
• Remove weak content
• Edit “over-optimized” data to be user rich

17. Penguin

18. Penguin Vulnerabilities
Targets: Webspam
• Unnatural inbound links
– Exact same anchor text as on-page optimization
– Irrelevant sources of inbound link
– Paid links using exact match anchor text
• Over Optimization
– Spammy title tags
– Keyword stuffing
• Low-quality article marketing & blog spam

19. PenguinTimeline
• Penguin 1.0 April 24, 2012

20. Have I been hit by Penguin?
• Check dates associated with algorithm
updates or Matt Cutts tweets 
• Significant traffic or ranking changes
• Webmaster Tools direct messages

22. Panda & Penguin
• Updates have been rolled out periodically
• Don’t hack your links
• Don’t waste time changing content
Until…
You have truly identified which algorithm you
have been impacted by…otherwise you are
WASTING your time

23. Final Thoughts…
• Focus on developing content to support a
fantastic user experience that is useful,
sharable, or insightful
• Leverage the entire marketing mix to
support digital efforts
• Target the user and NOT the search engine

24. Thank You
Additional Questions or Need Support:
Ross Monaghan
Director, Search Engine Marketing
Zeon Solutions, Inc.
www.zeonsolutions.com
ross.monaghan@zeonsolutions.com
Twitter: @rossmonaghan
LinkedIn: http://www.linkedin.com/in/rossmonaghans