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Spring Clean Your Website
Fortifying your site against the Pandas & Penguins



Belmond Victor | SEO Manager
March 28th 2012




                     © 2012 Regalix Inc. Confidential, All Rights Reserved
About Belmond

 SEO & SMM Manager


 Over 8 years of experience with Fortune 500 and start up companies

 Drives SEO Strategy within Regalix.




                © 2012 Regalix Inc. Confidential, All Rights Reserved   2
Contents

 Google Algorithm Updates
 Victim of Panda/Penguin Update?
 Steps to Recovery/Preventive Steps




               © 2012 Regalix Inc. Confidential, All Rights Reserved
Types of Google Updates

 Algorithm Updates (i.e. Panda)
 Data Refreshes (i.e. Individual Complaints)
 Index Update (i.e. Caffeine)




                                                                        4

                © 2012 Regalix Inc. Confidential, All Rights Reserved
Famous Updates

 Fritz (Summer 2003)                                                     Scraper Filter (Jan. 2011)
   Florida (November 2003)                                               Panda (February 2011 – ongoing)
   Austin Update (Jan 2004)                                              Penguin (Now – ongoing)
   The Sandbox (April 2004)
   Bourbon (May 2005)
   Big Daddy (October 2005)
   Supplemental (Jan 2007)
   Paid Links (October 2007)
   Dewey Update (Mar 2008)
   Vince / Brand (March 2009)
   May Day (May 2010)
   Caffeine (June 2010)
                                                                                                             5

                 © 2012 Regalix Inc. Confidential, All Rights Reserved
Panda Update

  Date: Jan 2011
  Type of Update: Algorithm
   Update
  Impact : Low Quality sites, less
   content sites
  Recovery: Revamp Content




                                                                       6

               © 2012 Regalix Inc. Confidential, All Rights Reserved
Penguin Update

  Date: Now
  Type of Update: Algorithm
   Update
  Impact: Over Optimized Sites
   penalized
  Recovery: Review Website
   content & Links




                                                                       7

               © 2012 Regalix Inc. Confidential, All Rights Reserved
POP Quiz : Victim of Panda or Penguin?




                                                                    8

            © 2012 Regalix Inc. Confidential, All Rights Reserved
Penguin Wipeout




           © 2012 Regalix Inc. Confidential, All Rights Reserved
Victim of Panda/Penguin?


                           Penguin Victims
                         19th April, 25th May



                                          Panda Victims
                                            24th April


            © 2012 Regalix Inc. Confidential, All Rights Reserved
Bring Back the Love




            © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 1




 How does Google display your brand?


 Recovery:
   Monitor the social space
   Identify conversations that influence these results




                     © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 2




 Check Sitelinks on Google Webmaster


 Recovery:
   Modify sitelinks displayed by Google
   Monitor External links to site from rouge websites




                     © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 3




 Check Website Errors


 Recovery:
   Fix Errors through Google Webmaster
   Add canonical tags
   Add no index – no follow tags


                    © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 4




 Check For Over Optimization


 Recovery:
   Fix Known Excesses
   Remove known paid links
   Remove ads from site


                   © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 5




 Be Relevant


 Recovery:
   Make content broader and deeper
   Content should not be limited to text, add in images, videos, infographics




                     © 2012 Regalix Inc. Confidential, All Rights Reserved
Step # 6




 Current Back Links to Site


 Recovery:
   Avoid Link Networks
   Ensure proper distribution of anchor texts
   Analyze link distribution


                     © 2012 Regalix Inc. Confidential, All Rights Reserved
In Conclusion


                                                         • Technical

   On                                                    • Content
                                                         • Usability
                                                         • Link profile
                                                         • Local

  Website                                                • Authorship




                                                         • Profiles

   Off                                                   • Mentions
                                                         • Shares
                                                         • Links
                                                         • Product feeds

  Website                                                • Citations
                                                         • Syndication



            © 2012 Regalix Inc. Confidential, All Rights Reserved
Get in Touch

 Forefront of Innovation                                                         visit: www.regalix.com
  Digital Marketing Services
  Technology Enabled Services                                                    For a Free SEO Audit of your website /
  Regalix Labs                                                                    ecommerce portal, please get in touch with Ritu
                                                                                   Josan, rjosan@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong
  Advisory Board, 175+ Team                                                       If you have any questions about this webinar
                                                                                   please feel free to get in touch with the speaker
                                                                                   Belmond Victor, bvictor@regalix-inc.com
 Fortune 500 and Venture Backed Customers (B2B
  and B2C)


 Global Operations: HQ in Silicon Valley, 4 Offices


 Industry Recognition




                         © 2012 Regalix Inc. Confidential, All Rights Reserved                                                         19

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Spring clean your website

  • 1. Spring Clean Your Website Fortifying your site against the Pandas & Penguins Belmond Victor | SEO Manager March 28th 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Belmond  SEO & SMM Manager  Over 8 years of experience with Fortune 500 and start up companies  Drives SEO Strategy within Regalix. © 2012 Regalix Inc. Confidential, All Rights Reserved 2
  • 3. Contents  Google Algorithm Updates  Victim of Panda/Penguin Update?  Steps to Recovery/Preventive Steps © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 4. Types of Google Updates  Algorithm Updates (i.e. Panda)  Data Refreshes (i.e. Individual Complaints)  Index Update (i.e. Caffeine) 4 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 5. Famous Updates  Fritz (Summer 2003)  Scraper Filter (Jan. 2011)  Florida (November 2003)  Panda (February 2011 – ongoing)  Austin Update (Jan 2004)  Penguin (Now – ongoing)  The Sandbox (April 2004)  Bourbon (May 2005)  Big Daddy (October 2005)  Supplemental (Jan 2007)  Paid Links (October 2007)  Dewey Update (Mar 2008)  Vince / Brand (March 2009)  May Day (May 2010)  Caffeine (June 2010) 5 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 6. Panda Update  Date: Jan 2011  Type of Update: Algorithm Update  Impact : Low Quality sites, less content sites  Recovery: Revamp Content 6 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 7. Penguin Update  Date: Now  Type of Update: Algorithm Update  Impact: Over Optimized Sites penalized  Recovery: Review Website content & Links 7 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 8. POP Quiz : Victim of Panda or Penguin? 8 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 9. Penguin Wipeout © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 10. Victim of Panda/Penguin? Penguin Victims 19th April, 25th May Panda Victims 24th April © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 11. Bring Back the Love © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 12. Step # 1  How does Google display your brand?  Recovery:  Monitor the social space  Identify conversations that influence these results © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 13. Step # 2  Check Sitelinks on Google Webmaster  Recovery:  Modify sitelinks displayed by Google  Monitor External links to site from rouge websites © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 14. Step # 3  Check Website Errors  Recovery:  Fix Errors through Google Webmaster  Add canonical tags  Add no index – no follow tags © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 15. Step # 4  Check For Over Optimization  Recovery:  Fix Known Excesses  Remove known paid links  Remove ads from site © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 16. Step # 5  Be Relevant  Recovery:  Make content broader and deeper  Content should not be limited to text, add in images, videos, infographics © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 17. Step # 6  Current Back Links to Site  Recovery:  Avoid Link Networks  Ensure proper distribution of anchor texts  Analyze link distribution © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 18. In Conclusion • Technical On • Content • Usability • Link profile • Local Website • Authorship • Profiles Off • Mentions • Shares • Links • Product feeds Website • Citations • Syndication © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 19. Get in Touch  Forefront of Innovation  visit: www.regalix.com Digital Marketing Services Technology Enabled Services  For a Free SEO Audit of your website / Regalix Labs ecommerce portal, please get in touch with Ritu Josan, rjosan@regalix-inc.com  Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  If you have any questions about this webinar please feel free to get in touch with the speaker Belmond Victor, bvictor@regalix-inc.com  Fortune 500 and Venture Backed Customers (B2B and B2C)  Global Operations: HQ in Silicon Valley, 4 Offices  Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 19

Editor's Notes

  1. Spring always feels like a fresh start, especially with Spring cleaning and cutting out the necessary clutter. Hopefully these tips will give you the motivation to clean things up and try something new!
  2. You may just about end up with your website looking like this. Beware Google Panda is not just restricted to content farms – if you have a website that’s optimized like this you will be in for a shocker.
  3. Guest Bloggers,
  4. Analyze link type distribution. Is it found in a relevant area of an article, the comments, sponsored listing, a directory listing?Ensure that anchor text distribution is natural. Too many links with targeted anchor text will result in a loss in value in the search engine’s eyes.Diversify your anchor text and include a branded keyword. Be transparent about who you are.Be selective with directory listings and choose ones with a good reputation.Avoid link networks, Penguin will penalize you for having a suspicious number of sites interlinking with optimized anchor text.Focus on users. This is probably the most important tip. Create content that’s updated, useful, and relevant. People, not just machines, have to get something out of it.