Optimizing Your Website in a Port Penguin World
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Presented at InnoTech Austin on November 8, 2012. All rights reserv
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Optimizing Your Website in a Port Penguin World
- 1. Optimizing Your Website in a Post Penguin World @KentLewis President & Founder AnvilMediaInc.com
- 2. About Me
- 3. Agenda Search Engine Algorithm History What is Penguin? Diagnosing Penguin Penalty Placating Penguin Post-Penguin Best Practices Resources
- 4. 3C’s of SEO Content Code Credibility
- 5. SEO: Efficacy of Strategies
- 6. SEO: 3D Tactical View
- 7. Search Engine Ranking Factors
- 9. Panda vs. Penguin: Cliff Notes Version Panda targets low quality content, thin content, duplicate content, etc. Penguin targets spam (and at this point it’s heavily targeting unnatural inbound links).
- 12. Focus on Penguin “The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines” Targeting spam, not over-optimization Typically 500 smaller updates annually Penguin has impacted about 3.1% of queries (compared to 2.23.11 Panda 1.0’s 12%) Lives outside of main search index (like Panda)
- 13. Human Elements of Penguin Human quality raters evaluate content Machine-learning = identifying patterns May also reward properly optimized sites
- 14. What is Penguin? Domains (exact keyword match, parked) Page titles & navigation (keyword-stuffing) Cloaking, redirects & doorway pages
- 15. What isn’t Penguin? Change history illustrates a variety of changes Exact Match Domain (EMD) update separate
- 16. What to Avoid Content (duplicate, recycled, useless)
- 17. What to Avoid User experience (bounce rates, social sharing) Advertising (above the fold) Affiliates (thin sites)
- 18. What to Avoid Links (anchor text, farms, paid, blog spam)
- 19. Penguin Impact by Industry
- 20. Penguin Winners & Losers
- 21. Diagnosing Penguin Penalty Did you get this warning message via Webmaster Tools? If so, you may have been hit by Penguin…
- 22. Diagnosing Penguin Penalty Look at your sales receipts Check analytics (on key dates)
- 23. Diagnosing Penguin Penalty Audit your website: Content Code Credibility
- 24. Diagnosing Penguin Penalty: ahrefs
- 25. Diagnosing Penguin Penalty: Site Explorer
- 26. Diagnosing Penguin Penalty: Site Explorer
- 27. Placating Penguin Consolidate similar pages 404 offending pages or move to a new domain Be thoughtful with advertising placement Delete, Destroy or Dilute offending links
- 28. Placating Penguin Google Link Disavow Tool If you received an Unnatural Link Warning notice
- 29. Placating Penguin Remove unrelated or very low quality links Get more high quality and relevant links Vary your anchor text Take it easy on the internal “SEO” linking If you are doing sponsored links, be careful! Cancel or remove unnecessary footer links
- 30. Placating Penguin Understand Google Webmaster Guidelines Fix the obvious problems Resubmit to Google once 100% repaired If form doesn’t work, post to Webmaster Forum
- 31. Post-Penguin Best Practices Good design & experience = rankings Multimedia experience = images & video Don’t forget social media: trust & authority Matt Cutts, Google “…the reputable sites Search Quality tend to spell better and engineer & industry the sites that are lower PageRank, or very low hero PageRank, tend not to spell as well."
- 32. Conclusion Diagnose impact of Penguin & Panda Clean up your act Design for end users, not search engines Create compelling, unique & engaging content Optimize, syndicate & promote your content Focus on engagement metrics
- 33. Resources Brick: Marketing Google Panda Updates Google Webmaster Guidelines SEL: Webspam Targeted in Update SEL: Google Panda Update SEL: Penguin Recovery Tips SEOmoz: Google Algorithm Change SEOmoz: Panda & Penguin Panic SEOR: Google Penguin Warning B2C: How to Fight Penguin-Panda Updates Mashable: Google Penguin Recovery
- 34. Thank You Read articles & white papers in Anvil Resources section Sign up for our monthly email newsletter & webinars Read our blog or follow us on Twitter (@AnvilMedia) Ask questions about search, social media or mobile marketing @KentLewis President & Founder Anvil Media, Inc. 503-260-6700 kent@anvilmediainc.com
Editor's Notes
- Over the past two years, Google has spent a good deal of effort cleaning up its search results with updates to their algorithm. Known as Panda and Penguin respectively, the updates meant to actively target low-quality and spammy websites. Unfortunately, many credible websites were caught in the crossfire and companies have lost significant traffic and revenue as a result. In this presentation, Anvil Media President & Founder Kent Lewis will outline best practices for determining if your website has been penalized and how to get back into Google’s good graces. From this session, you will develop a roadmap to get your website out of penalty, or take advantage of the latest algorithm updates to get a jump on your competition.
- http://www.anvilmediainc.com/about/team/kent-lewis
- http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3http://searchengineland.com/penguin-update-recovery-tips-advice-119650http://searchengineland.com/library/google/google-penguin-update
- http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
- http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
- http://www.dirjournal.com/articles/visual-timeline-of-google-algorithm-updates-infographic/
- http://www.dirjournal.com/articles/visual-timeline-of-google-algorithm-updates-infographic/
- http://www.socialmediaexaminer.com/facebook-timeline-marketing/http://www.morevisibility.com/news_item/4-marketing-tips-for-facebook-timeline.html
- How to be a Rock Star on 8 Social Media Platforms http://www.imediaconnection.com/content/30534.asp 9 ways to Lose Friends and Alienate People in Social Media http://www.imediaconnection.com/content/30157.asp