1) Google has developed new algorithms like Penguin and Panda that aim to identify and penalize thin or low-quality content and unnatural or manipulative linking practices. 2) Penguin specifically targets sites that have more inbound links than their content quality and reputation merits. It also penalizes sites that engage in heavy anchor text over-optimization. 3) To adapt, site owners should analyze their link profiles and inbound links to identify potential issues, remove manipulative links, focus on creating high-quality content tailored to their audiences, and develop natural linking partnerships within their topic communities.

4. Links were naturally earned &
humanly curated

5. Then this came along…

6. Also known as…

7. Quickly followed by this....

8. And eventually this!

9. Which caused a few headaches…

10. Started a few long-overdue clean-ups!

11. And launched lots of different theories...

13. The Google Gap is closing
Image source: http://www.searchcowboys.com/

14. Essentially Penguin is the ‘cousin’ of Panda…
Panda identifies thin/weak content
and penalises you for publishing it
Penguin penalises you for thin/weak
content which links to you

15. Phase 1: Demote sites with more content ranking
than their reputation has earned
http://uk.blueglass.com/blog/content-auditing/

16. Pages that have no activity/links/comments/shares
are there to manipulate Google’s algorithm

17. Phase 2: Anchor Text Over-Optimisation Penalities
www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/

19. Google in 2013 has more data/signals than ever
(and they’re using them...)

20. Google Chrome is #1 Browser in the World
http://mashable.com/2012/05/21/chrome-is-tops/

21. Google Analytics Has Dominant Market Share
http://w3techs.com/technologies/overview/traffic_analysis/all

22. Google Reader + FeedBurner = blog data

23. Google+ is verification network for authors

24. This means Google essentially knows
where, why, who & when content is searched
for

26. WHO links to you could be more important
than WHERE it’s from
http://www.recommendedusers.com/authors-writers/

27. But don’t give up on links just yet!

29. 1) Re-think your metrics of site quality
1. Traffic
2. RSS Subscribers
3. Bounce Rate
4. Average no of links per post
5. Average no of social shares/comments
6. What Would Matt Cutts Do?

30. 2) Analyse if/when you’ve been hit
http://www.panguintool.com/

31. 3) Download all of your links

32. 4) Analyse your anchor text distribution %

33. 5) Analyse link volume vs. referring traffic

34. 6) Analyse topical relevancy of links

35. 7) Compare it against your competitors!

36. 8) Find out what a #1 site profile
looks like in your industry & replicate it
Source: www.linkdetective.com

37. 9) Consider removing/disavowing links which
don’t match your target profile

38. 10) Create a scalable content strategy to focus
on quality production & outreach
Content types include:
– Infographics
– Infograms
– In-Depth Articles/Blog Posts
– Videos
– Kinetic Typography
– Interactive Infographics
– HTML5 content
– Quizzes
– Microsites/Communities
– Events

39. 11) Focus on audience & topical relevancy to
build a natural & defensible profile