SlideShare a Scribd company logo
Algo’s or Mammals?
Ross Monaghan

OCTOBER 11, 2012




                     SEARCH ENGINE MARKETING




                              © ZEON SOLUTIONS INC.
About Me
• Director of Search Engine Marketing
• 6+ Years Experience
• Global Optimization Experience
• B2B & B2C Small - Fortune 50-1000 Clients
• Connect via LinkedIn or @rossmonaghan
Periodic Table for “SEO”
Panda
Penguin
Exact Match Domains (EMD)
Exact Match Domains (EMD)
Above-the-fold Algorithm
Definitions please…
Panda
Panda Vulnerabilities
Targets: Content
• Low quality content
• Thin content
• Duplicate Content
• Low engagement rates on page or site (high bounce
  rates, low time on site, etc.)
• Lack of original content
• High amount of irrelevant adverts
• High % of boilerplate content
Panda Timeline
•   Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only)
•   Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally)
•   Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced)
•   Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced)
•   Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed)
•   Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced)
•   Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced)
•   Panda Update 3.3, Feb. 27, 2012 (no change given; announced)
•   Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced)
•   Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed)
•   Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another)
•   Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced)
•   Panda Update 3.8, June 25, 2012: (about 1% of queries; announced)
•   Panda Update 3.9, July 24, 2012:(about 1% of queries; announced)
•   Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced)
•   Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)
Have you have been Panda Kicked?
• Check organic traffic on dates of algo changes




• Analyze Webmaster Tools Impression Share




• Analyze Rank Changes for Top KW’s
Ok…I was hit…HELP!
• Isolate problem
• Which pages were affected
• Find pages which were not affected and
  identify differences
• Analyze content vs. quality high ranking sites
• Remove weak content
• Edit “over-optimized” data to be user rich
Penguin
Penguin Vulnerabilities
Targets: Webspam
• Unnatural inbound links
  – Exact same anchor text as on-page optimization
  – Irrelevant sources of inbound link
  – Paid links using exact match anchor text
• Over Optimization
  – Spammy title tags
  – Keyword stuffing
• Low-quality article marketing & blog spam
PenguinTimeline
• Penguin 1.0 April 24, 2012
Have I been hit by Penguin?
• Check dates associated with algorithm
  updates or Matt Cutts tweets 
• Significant traffic or ranking changes
• Webmaster Tools direct messages
Panda & Penguin
• Updates have been rolled out periodically
• Don’t hack your links
• Don’t waste time changing content
Until…
You have truly identified which algorithm you
have been impacted by…otherwise you are
WASTING your time
Final Thoughts…
• Focus on developing content to support a
  fantastic user experience that is useful,
  sharable, or insightful
• Leverage the entire marketing mix to
  support digital efforts
• Target the user and NOT the search engine
Thank You
Additional Questions or Need Support:
Ross Monaghan
Director, Search Engine Marketing
Zeon Solutions, Inc.
www.zeonsolutions.com
ross.monaghan@zeonsolutions.com
Twitter: @rossmonaghan
LinkedIn: http://www.linkedin.com/in/rossmonaghans

More Related Content

Similar to Algo's or Mammals - Ross Monaghan of Zeon Solution

Eli feldblum panda presentation
Eli feldblum panda presentationEli feldblum panda presentation
Eli feldblum panda presentation
Barry Schwartz
 
What startups need to know about seo by barry schwartz news editor at search ...
What startups need to know about seo by barry schwartz news editor at search ...What startups need to know about seo by barry schwartz news editor at search ...
What startups need to know about seo by barry schwartz news editor at search ...
Search Engine Land
 
Google Panda - how to recover from the penalty box
Google Panda - how to recover from the penalty boxGoogle Panda - how to recover from the penalty box
Google Panda - how to recover from the penalty box
MarketingNomads.com
 
Seo boost supercharge your seo results
Seo boost supercharge your seo resultsSeo boost supercharge your seo results
Seo boost supercharge your seo results
Jamshaid (Jam) Hashmi
 
SEO Fundamentals, PubCon Las Vegas 2015
SEO Fundamentals, PubCon Las Vegas 2015SEO Fundamentals, PubCon Las Vegas 2015
SEO Fundamentals, PubCon Las Vegas 2015
Bill Hartzer
 
SEO Fundamentals - PubCon Las Vegas 2014
SEO Fundamentals - PubCon Las Vegas 2014SEO Fundamentals - PubCon Las Vegas 2014
SEO Fundamentals - PubCon Las Vegas 2014
Bill Hartzer
 
An Intro To SEO, SEM & Internet Marketing
An Intro To SEO, SEM & Internet MarketingAn Intro To SEO, SEM & Internet Marketing
An Intro To SEO, SEM & Internet Marketing
Dave Davies
 
SEO in 2013: Major Algorithm Changes and What They Mean for Businesses
SEO in 2013: Major Algorithm Changes and What They Mean for BusinessesSEO in 2013: Major Algorithm Changes and What They Mean for Businesses
SEO in 2013: Major Algorithm Changes and What They Mean for Businesses
Mediative
 
From Pandalized to Panda Loved
From Pandalized to Panda LovedFrom Pandalized to Panda Loved
From Pandalized to Panda Loved
pointit
 
Recover your website from google panda 4.0
Recover your website from google panda 4.0Recover your website from google panda 4.0
Recover your website from google panda 4.0
Concept Infoway Private Limited
 
New SEO Strategy for 2014
New SEO Strategy for 2014New SEO Strategy for 2014
New SEO Strategy for 2014
Digital Success
 
Google Algorithm Chaos: Panda, Penguin, and Other Google Updates
Google Algorithm Chaos: Panda, Penguin, and Other Google UpdatesGoogle Algorithm Chaos: Panda, Penguin, and Other Google Updates
Google Algorithm Chaos: Panda, Penguin, and Other Google Updates
Bill Hartzer
 
2014 SEO and Social Media Basics - DBRFF Conference
2014 SEO and Social Media Basics - DBRFF Conference2014 SEO and Social Media Basics - DBRFF Conference
2014 SEO and Social Media Basics - DBRFF Conference
Bill Hartzer
 
SEO for Developers - Little Rock Tech Fest 2014
SEO for Developers - Little Rock Tech Fest 2014SEO for Developers - Little Rock Tech Fest 2014
SEO for Developers - Little Rock Tech Fest 2014
Bill Hartzer
 
Spiders Watch Technologies - Google Updates Slide Share
Spiders Watch Technologies - Google Updates Slide ShareSpiders Watch Technologies - Google Updates Slide Share
Spiders Watch Technologies - Google Updates Slide Share
Spiders Watch Technologies Pvt. Ltd.
 
2014 SEO Basics - Pubcon SFIMA 2014
2014 SEO Basics - Pubcon SFIMA 20142014 SEO Basics - Pubcon SFIMA 2014
2014 SEO Basics - Pubcon SFIMA 2014
Bill Hartzer
 
Intro to Google, SEO, and You in 2017
Intro to Google, SEO, and You in 2017Intro to Google, SEO, and You in 2017
Intro to Google, SEO, and You in 2017
Kristine Schachinger SEO and Online Marketing
 
Google panda
Google pandaGoogle panda
Google panda
Shiva Kulshreshtha
 
SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools
NEW MEDIA GURU
 
What's Hot in Search Marketing: 2012 Update
What's Hot in Search Marketing: 2012 UpdateWhat's Hot in Search Marketing: 2012 Update
What's Hot in Search Marketing: 2012 Update
ISA Marketing & Sales Summit
 

Similar to Algo's or Mammals - Ross Monaghan of Zeon Solution (20)

Eli feldblum panda presentation
Eli feldblum panda presentationEli feldblum panda presentation
Eli feldblum panda presentation
 
What startups need to know about seo by barry schwartz news editor at search ...
What startups need to know about seo by barry schwartz news editor at search ...What startups need to know about seo by barry schwartz news editor at search ...
What startups need to know about seo by barry schwartz news editor at search ...
 
Google Panda - how to recover from the penalty box
Google Panda - how to recover from the penalty boxGoogle Panda - how to recover from the penalty box
Google Panda - how to recover from the penalty box
 
Seo boost supercharge your seo results
Seo boost supercharge your seo resultsSeo boost supercharge your seo results
Seo boost supercharge your seo results
 
SEO Fundamentals, PubCon Las Vegas 2015
SEO Fundamentals, PubCon Las Vegas 2015SEO Fundamentals, PubCon Las Vegas 2015
SEO Fundamentals, PubCon Las Vegas 2015
 
SEO Fundamentals - PubCon Las Vegas 2014
SEO Fundamentals - PubCon Las Vegas 2014SEO Fundamentals - PubCon Las Vegas 2014
SEO Fundamentals - PubCon Las Vegas 2014
 
An Intro To SEO, SEM & Internet Marketing
An Intro To SEO, SEM & Internet MarketingAn Intro To SEO, SEM & Internet Marketing
An Intro To SEO, SEM & Internet Marketing
 
SEO in 2013: Major Algorithm Changes and What They Mean for Businesses
SEO in 2013: Major Algorithm Changes and What They Mean for BusinessesSEO in 2013: Major Algorithm Changes and What They Mean for Businesses
SEO in 2013: Major Algorithm Changes and What They Mean for Businesses
 
From Pandalized to Panda Loved
From Pandalized to Panda LovedFrom Pandalized to Panda Loved
From Pandalized to Panda Loved
 
Recover your website from google panda 4.0
Recover your website from google panda 4.0Recover your website from google panda 4.0
Recover your website from google panda 4.0
 
New SEO Strategy for 2014
New SEO Strategy for 2014New SEO Strategy for 2014
New SEO Strategy for 2014
 
Google Algorithm Chaos: Panda, Penguin, and Other Google Updates
Google Algorithm Chaos: Panda, Penguin, and Other Google UpdatesGoogle Algorithm Chaos: Panda, Penguin, and Other Google Updates
Google Algorithm Chaos: Panda, Penguin, and Other Google Updates
 
2014 SEO and Social Media Basics - DBRFF Conference
2014 SEO and Social Media Basics - DBRFF Conference2014 SEO and Social Media Basics - DBRFF Conference
2014 SEO and Social Media Basics - DBRFF Conference
 
SEO for Developers - Little Rock Tech Fest 2014
SEO for Developers - Little Rock Tech Fest 2014SEO for Developers - Little Rock Tech Fest 2014
SEO for Developers - Little Rock Tech Fest 2014
 
Spiders Watch Technologies - Google Updates Slide Share
Spiders Watch Technologies - Google Updates Slide ShareSpiders Watch Technologies - Google Updates Slide Share
Spiders Watch Technologies - Google Updates Slide Share
 
2014 SEO Basics - Pubcon SFIMA 2014
2014 SEO Basics - Pubcon SFIMA 20142014 SEO Basics - Pubcon SFIMA 2014
2014 SEO Basics - Pubcon SFIMA 2014
 
Intro to Google, SEO, and You in 2017
Intro to Google, SEO, and You in 2017Intro to Google, SEO, and You in 2017
Intro to Google, SEO, and You in 2017
 
Google panda
Google pandaGoogle panda
Google panda
 
SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools
 
What's Hot in Search Marketing: 2012 Update
What's Hot in Search Marketing: 2012 UpdateWhat's Hot in Search Marketing: 2012 Update
What's Hot in Search Marketing: 2012 Update
 

Recently uploaded

Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
Training my puppy and implementation in this story
Training my puppy and implementation in this storyTraining my puppy and implementation in this story
Training my puppy and implementation in this story
WilliamRodrigues148
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraTata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Avirahi City Dholera
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
Lital Barkan
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
marketing317746
 
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
ABHILASH DUTTA
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdfikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
agatadrynko
 
Recruiting in the Digital Age: A Social Media Masterclass
Recruiting in the Digital Age: A Social Media MasterclassRecruiting in the Digital Age: A Social Media Masterclass
Recruiting in the Digital Age: A Social Media Masterclass
LuanWise
 
Authentically Social Presented by Corey Perlman
Authentically Social Presented by Corey PerlmanAuthentically Social Presented by Corey Perlman
Authentically Social Presented by Corey Perlman
Corey Perlman, Social Media Speaker and Consultant
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
taqyea
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
ecamare2
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
my Pandit
 
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
agatadrynko
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 

Recently uploaded (20)

Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
Training my puppy and implementation in this story
Training my puppy and implementation in this storyTraining my puppy and implementation in this story
Training my puppy and implementation in this story
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraTata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
 
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdfikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
 
Recruiting in the Digital Age: A Social Media Masterclass
Recruiting in the Digital Age: A Social Media MasterclassRecruiting in the Digital Age: A Social Media Masterclass
Recruiting in the Digital Age: A Social Media Masterclass
 
Authentically Social Presented by Corey Perlman
Authentically Social Presented by Corey PerlmanAuthentically Social Presented by Corey Perlman
Authentically Social Presented by Corey Perlman
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
 
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 

Algo's or Mammals - Ross Monaghan of Zeon Solution

  • 1. Algo’s or Mammals? Ross Monaghan OCTOBER 11, 2012 SEARCH ENGINE MARKETING © ZEON SOLUTIONS INC.
  • 2. About Me • Director of Search Engine Marketing • 6+ Years Experience • Global Optimization Experience • B2B & B2C Small - Fortune 50-1000 Clients • Connect via LinkedIn or @rossmonaghan
  • 3.
  • 4. Periodic Table for “SEO”
  • 10.
  • 12. Panda
  • 13. Panda Vulnerabilities Targets: Content • Low quality content • Thin content • Duplicate Content • Low engagement rates on page or site (high bounce rates, low time on site, etc.) • Lack of original content • High amount of irrelevant adverts • High % of boilerplate content
  • 14. Panda Timeline • Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only) • Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally) • Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced) • Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced) • Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced) • Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced) • Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced) • Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed) • Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced) • Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced) • Panda Update 3.3, Feb. 27, 2012 (no change given; announced) • Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced) • Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed) • Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another) • Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced) • Panda Update 3.8, June 25, 2012: (about 1% of queries; announced) • Panda Update 3.9, July 24, 2012:(about 1% of queries; announced) • Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced) • Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)
  • 15. Have you have been Panda Kicked? • Check organic traffic on dates of algo changes • Analyze Webmaster Tools Impression Share • Analyze Rank Changes for Top KW’s
  • 16. Ok…I was hit…HELP! • Isolate problem • Which pages were affected • Find pages which were not affected and identify differences • Analyze content vs. quality high ranking sites • Remove weak content • Edit “over-optimized” data to be user rich
  • 18. Penguin Vulnerabilities Targets: Webspam • Unnatural inbound links – Exact same anchor text as on-page optimization – Irrelevant sources of inbound link – Paid links using exact match anchor text • Over Optimization – Spammy title tags – Keyword stuffing • Low-quality article marketing & blog spam
  • 20. Have I been hit by Penguin? • Check dates associated with algorithm updates or Matt Cutts tweets  • Significant traffic or ranking changes • Webmaster Tools direct messages
  • 21.
  • 22. Panda & Penguin • Updates have been rolled out periodically • Don’t hack your links • Don’t waste time changing content Until… You have truly identified which algorithm you have been impacted by…otherwise you are WASTING your time
  • 23. Final Thoughts… • Focus on developing content to support a fantastic user experience that is useful, sharable, or insightful • Leverage the entire marketing mix to support digital efforts • Target the user and NOT the search engine
  • 24. Thank You Additional Questions or Need Support: Ross Monaghan Director, Search Engine Marketing Zeon Solutions, Inc. www.zeonsolutions.com ross.monaghan@zeonsolutions.com Twitter: @rossmonaghan LinkedIn: http://www.linkedin.com/in/rossmonaghans