Penguin 4.0 - State of Search 2016

1. Eric Enge @stonetemple Penguin 4.0

2. Eric Enge @stonetemple ERIC ENGE, CEO STONE TEMPLE CONSULTING NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards 2016 Search Personality of the Year 2016 Landys Search Marketer of the Year

3. Eric Enge @stonetemple Penguin #1 (1.0): April 24, 2012 Penguin #2: May 25, 2012 Penguin #3: October 5, 2012 Penguin #4 (2.0): May 22, 2013 Penguin #5: October 4, 2013 Penguin 3.0: October to December 2014 Penguin Drove Large Traffic Drops Early Algo Release Dates:

4. Eric Enge @stonetemple Prior Releases of Penguin Penalized Sites

5. Eric Enge @stonetemple Penguin Used to Penalize the Entire Site

6. Eric Enge @stonetemple Prior Versions Updated Rarely, Often Less Than Once Per Year “Always Look at the Bright Side of Life”

7. Eric Enge @stonetemple Types of Links Targeted by Penguin Web Directories Article directories International links Bad anchor text mix Coupon Codes Poor Quality Widgets Affiliate Spam Other Non- Editorial Links Request removal first … then disavow the rest

8. Eric Enge @stonetemple What About Penguin 4.0? Released on September 23, 2016 Represents a Sea Change in the way Penguin Works No Longer Assesses a “Penalty” Simply Discounts the “Bad Links”

9. Eric Enge @stonetemple Penguin 4.0 Adjusts Link Signal Weights Link Signals Database Penguin adjusts weighting of links as they are discovered

10. Eric Enge @stonetemple Penguin 4.0 is More Granular “Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.” Google’s Gary Illyes

11. Eric Enge @stonetemple Penguin 4.0 is More Granular Kristian

12. Eric Enge @stonetemple Normal Crawling Drives Link Discovery Updating the Database does NOT immediately impact rankingsLink Signals Database

13. Eric Enge @stonetemple New Links Applied to Your Page When It’s Recrawled Link Signals Database

14. Eric Enge @stonetemple New Penguin Releases Will … 1. Address New Link Types 2. Adjust Ranking Weights 3. Process Collections of Link Signals in New Ways

15. Eric Enge @stonetemple How Impact of Penguin Releases Will be Felt

16. Eric Enge @stonetemple Speculation: Disavow Files Used to Train Penguin

17. Eric Enge @stonetemple Econsultancy.com, DA 83 Site

18. Eric Enge @stonetemple

19. Eric Enge @stonetemple Jon Cooper, PointBlankSEO

20. Eric Enge @stonetemple Reconsideration Requests are Irrelevant “Absolutely no reconsideration request can help you with Penguin. Reconsideration requests are for manual actions, and you can only file one if we have an incident created internally. Penguin doesn't create an incident, it never did and I'm very certain it never will. Reconsideration requests do not and will not help with Penguin.” Google’s Gary Illyes

21. Eric Enge @stonetemple E-Commerce Site Example Source: Marie Haynes

25. Eric Enge @stonetemple Nationally Recognized Brand Source: Marie Haynes

29. Eric Enge @stonetemple Large B2B Company Source: Marie Haynes

30. Eric Enge @stonetemple Large B2B Company Source: Marie Haynes

31. Eric Enge @stonetemple What Can you Do? Well, Actually, Go Get New Great Links

32. Eric Enge @stonetemple Do Prune Your Bad Links on a Regular Basis Disavow Bad Links Found!

33. Eric Enge @stonetemple Also, Worry About Manual Reviews Can Penguin Lead to Manual Reviews?

34. Eric Enge @stonetemple What About Negative SEO? “So the thing about negative SEO is that, to this date, I haven’t seen a single…well, not just me but also the ranking team hasn’t seen a single case where it was really negative SEO. It was more about clients not revealing details to the SEO who was doing the cleanup, for example” Google’s Gary Illyes

35. Eric Enge @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!