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A Field Guide to SEO - Google Penalty Recovery and Avoidance

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A "Crisis" approach to Google Penalty recovery and avoidance. This presentation outlines the type of planning that should be implemented in order to ensure appropriate risk mitigation for SEO strategies, and plan development for first responders to SEO. Strategies can be applied to cover link development strategies, KPI catastrophes, Google penalty and filters such as Penguin, Panda, Mobile Update, and similar. Also includes recommendations for best practices to avoid penalties as it relates to onsite SEO, content strategies, and link development techniques.

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A Field Guide to SEO - Google Penalty Recovery and Avoidance

  1. 1. SEO Field Guide Avoiding and Recovering from Penalties http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  2. 2. SEO Field Guide Who Am I? Vice President of Marketing at Angular (formally Virante, Inc.). - a leading search marketing agency known for white- glove link development services, industry R&D, and their suite of innovative SEO tools, such as Remove’em, nTopic, PandaRisk, and more. Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences. #dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  3. 3. http://www.amazon.com/John-Light-Lab-Taming-Penguins/dp/B006MJNNOS
  4. 4. SEO Field Guide Volatility http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall cha·os noun complete disorder and confusion. cha·os the·o·ry noun the branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.
  5. 5. Sensitivity to initial conditions Site structure Search queries Page authority Topological Mixing Content Social Signals Inbound Links SEO Field Guide Volatility http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  6. 6. SEO Field Guide Crisis Situations http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Crisis Situations Traffic Drops Rankings Drops Penalties Algorithm Changes Negative SEO Growth Caps
  7. 7. http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  8. 8. SEO Field Guide Pre-Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Vulnerabilities & Potential Outcomes
  9. 9. http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  10. 10. SEO Field Guide Pre-Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  11. 11. SEO Field Guide Example: Link Development Strategy http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Vulnerabilities: Action: Filters Review links Manual Actions Disavow Competitor Reporting Removals Over-Optimization Recon Potential Crisis: Resources: Loss of rankings SEO Manager (Joe) Loss of traffic Outreach Team Domain damaged Tools/Data
  12. 12. SEO Field Guide Example: Organic Traffic Drop http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Potential Causes: Notify: Site Changes Marketing Director Competitor Growth Dev Team Penalty/Filter Management Team Algo Update Analytics Team Impact: Needed: Revenue Discovery Budget Channel Value
  13. 13. SEO Field Guide During Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Evaluate Damage & Update
  14. 14. SEO Field Guide Post Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Track and Report Progress
  15. 15. Those who witness the crisis are always affected SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  16. 16. Mass changes result in two (2) types of impact: Individual & “Community” SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  17. 17. Assistance and Services must be uniquely tailored to those served Competence is essential SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  18. 18. While knee-jerk reactions are normal responses, a significant minority experience long-term psychological difficulties SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
  19. 19. Each Page is Unique with Significant Purpose SEO Field Guide Prevention – Content Issues http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Answer the questions: “Why does this page exist?” “Why does it deserve to rank?”
  20. 20. Good Linkbuilding is indistinguishable from Good Marketing SEO Field Guide Prevention – Link Issues http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall DON’T BE OBVIOUS
  21. 21. SEO Field Guide http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Expect that you have to earn (deserve) rankings

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