Google's Penguin algorithm targets webspam and penalizes sites that rely too heavily on spammy link-building practices like links from known link networks, pages with an overuse of commercially valuable keywords in anchor text, or shallow content. If a site receives a Penguin penalty, they may see a sudden drop in organic traffic and should audit their links to identify and disavow any spammy links while focusing on building quality links through helpful, shareable content. The process of recovery involves link analysis, removal of unresponsive spammy links, and reforming SEO strategies to avoid outdated practices and earn links naturally through great content.

1. Google’s Penguin Algorithm and What it means for Link Building
SEMRush Webinar – Nov 2014

2. Intro to Penguin

3. What is Penguin?
•Google algorithm
•Constantly evolving / multiple updates
•Can drastically reduce your organic visibility
•Encouraging people to abandon “Old SEO”

4. What does Penguin Achieve?

5. Penguin’s Objective
•Designed to Target Webspam – Not SEO’s!
•Makes Webspam everyone’s problem
•Penalises sites who have:
–Links from known Link Networks
–Too many links containing “money terms”
–Shallow content
–Heavy non-brand focus
–Stuffed page attributes

6. Identify a Penguin Penalty

7. Check Webmaster Tools
•Notification in Google Webmaster Tools
•Sudden drop in Organic Traffic
•Timescales correspond with known Penguin updates
•Previous SEO activity involving spammy or out- dated link building strategies
•Overuse of commercially valuable keywords in anchor text

8. How to Recover

9. The Road to Recovery..
•Link Analysis & Quality Auditing
–Manual process
–Software includes; Open Site Explorer, Ahrefs, Majestic SEO & GWT
•Link Removal Process
–Email individual website owners
–Record correspondence
•When to Disavow
–Unresponsive / uncontactable
•Filing a Reconsideration Request
–Be honest
•Reform

10. Channel Integration

11. How to earn quality links
•Research target audience
–Which content proves popular?
•Competitor Analysis
–Content / topics
–Platforms
–Backlinks
–Social shareability
•Content Calendar
–Integration across Content, SEO, Social Media, PR & Offline

12. Thank you!