Surviving Panda & Penguin - SMX Jerusalem 2013


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Panda and Penguin (in their numerous iterations) hurt many sites for employing SEO practices that were once commonplace. If your site was hurt for link building, this presentation is for you. Learn how to find the links that hurt you--even out of millions of links--and how best to remove them and recover your traffic.

From Eli Feldblum, CTO & Founder of RankAbove, and presented at SMX Jerusalem, in Januery 2013.

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Surviving Panda & Penguin - SMX Jerusalem 2013

  1. 1. SURVIVINGPANDA &PENGUINThe Power of aMissing LinkSMX Israel, Jan2013
  2. 2. Panda & Penguin Strike!• The sites below lost significant traffic and rankings.• Each penalty—even those that occurred during Panda—were attributed to links.
  3. 3. What Happened?Last Year, I focused on Panda and on-pagecontent. I said that every page needed a raisond’etre, a reason to exist on your site.This Year, let’s focus on links. The same rulesapplies. If you can’t justify a link—it was putthere naturally, it’s from a partner, it’s a realreview—it shouldn’t be there.More and More, we’ve been seeing sitespenalized or hit by Panda and Penguin for links.It started with Panda hits on sites that didnothing wrong on-page, then with sites that gotemails from Google, then Webmaster Toolwarnings and then Penguin.
  4. 4. Why?• Shortcut Link Building • Fast • Easy • Never really allowed • But they worked!• What am I talking about? • Seriously, you know. Don’t pretend. • Paid Links • Paid Blog Posts • User Pages on Forums • Automated Blog Comments • Lists of Links • Anything you didn’t work for
  5. 5. Even Good Links…If you have bad links, even your good linkswill is partnered withmany Third Party health careadministrators, all of whom haverelevant, powerful sites—and allof whom offered FSAStore abanner on their sites.Unfortunately, the links were on every page, came withanchor text below them—and hurt FSAStore dramatically.
  6. 6. The Power of a Missing Link eCommerce Site – implemented nofollowTravel Site – Once they Recovery at RemovalsFSAStore – Recovery at first few links removed.
  7. 7. Discovery & Analysis
  8. 8. Discovery & Analysis Single Multiple Link LinksKeyword Anchor (the Anchor Frequency reversal)Suspicious Content Content Syndication Content Mismatch Unspun Content “Clue” Words Target Page Frequency Link Placement IP/C-Block Frequency
  9. 9. Discovery & Analysis
  10. 10. Removal • Remove as many as you can first, then disavow. • Be liberal. You know which links are bad. If they hit more than a couple of the above markers, they need to go. 43,268,320 25,307,003 18,029,062 7,277,941 17,961,317 Belonging toPotential Bad Removed as not Potential Bad sister sites or Potential Bad Backlinks fresh domains Backlinks Backlinks affiliates 6,108,964 with 1,168,877 1,143,638 not 25,339 9,000safe anchor text live, usingand/or safe URL Potential Bad nofollow or on Potential Bad redirect Backlinks Backlinks links structure dead domains
  11. 11. Removal
  12. 12. RecoveryPlus the keyword recoveries we saw earlier.
  13. 13. Can You Still Build Links?• Of course!• It’s just harder (and isn’t that the theme of SEO in 2012?)• And longer• Quality over Quantity, for real this time.• Creativity is rewarded now. The playing field is actually a bit more level now.• Don’t just look at what didn’t work, look at what did.
  14. 14. Go Social!• Alongside links, build social equity.• I’m sure lots of other people will be talking about this today.• Social is a completely new signal.• It really works
  15. 15. Need More? Contact MeEli