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Penguin 4.0 - State of Search 2016

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In the slide, Eric Enge will show you what Penguin 4.0 is and how it can impact your site.

This slide is shown State of Search in Dallas, TX in November, 2016

Published in: Marketing

Penguin 4.0 - State of Search 2016

  1. 1. Eric Enge @stonetemple Penguin 4.0
  2. 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. 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. 4. Eric Enge @stonetemple Prior Releases of Penguin Penalized Sites
  5. 5. Eric Enge @stonetemple Penguin Used to Penalize the Entire Site
  6. 6. Eric Enge @stonetemple Prior Versions Updated Rarely, Often Less Than Once Per Year “Always Look at the Bright Side of Life”
  7. 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. 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. 9. Eric Enge @stonetemple Penguin 4.0 Adjusts Link Signal Weights Link Signals Database Penguin adjusts weighting of links as they are discovered
  10. 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. 11. Eric Enge @stonetemple Penguin 4.0 is More Granular Kristian
  12. 12. Eric Enge @stonetemple Normal Crawling Drives Link Discovery Updating the Database does NOT immediately impact rankingsLink Signals Database
  13. 13. Eric Enge @stonetemple New Links Applied to Your Page When It’s Recrawled Link Signals Database
  14. 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. 15. Eric Enge @stonetemple How Impact of Penguin Releases Will be Felt
  16. 16. Eric Enge @stonetemple Speculation: Disavow Files Used to Train Penguin
  17. 17. Eric Enge @stonetemple Econsultancy.com, DA 83 Site
  18. 18. Eric Enge @stonetemple
  19. 19. Eric Enge @stonetemple Jon Cooper, PointBlankSEO
  20. 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. 21. Eric Enge @stonetemple E-Commerce Site Example Source: Marie Haynes
  22. 22. Eric Enge @stonetemple E-Commerce Site Example Source: Marie Haynes
  23. 23. Eric Enge @stonetemple E-Commerce Site Example Source: Marie Haynes
  24. 24. Eric Enge @stonetemple E-Commerce Site Example Source: Marie Haynes
  25. 25. Eric Enge @stonetemple Nationally Recognized Brand Source: Marie Haynes
  26. 26. Eric Enge @stonetemple Nationally Recognized Brand Source: Marie Haynes
  27. 27. Eric Enge @stonetemple Nationally Recognized Brand Source: Marie Haynes
  28. 28. Eric Enge @stonetemple Nationally Recognized Brand Source: Marie Haynes
  29. 29. Eric Enge @stonetemple Large B2B Company Source: Marie Haynes
  30. 30. Eric Enge @stonetemple Large B2B Company Source: Marie Haynes
  31. 31. Eric Enge @stonetemple What Can you Do? Well, Actually, Go Get New Great Links
  32. 32. Eric Enge @stonetemple Do Prune Your Bad Links on a Regular Basis Disavow Bad Links Found!
  33. 33. Eric Enge @stonetemple Also, Worry About Manual Reviews Can Penguin Lead to Manual Reviews?
  34. 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. 35. Eric Enge @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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