These slides were presented during SMX Paris in June 2013 by an ex-Googler from the Search Quality team, Sebastien Monnier, now a SEO at Woptimo International. He gives a few insights on how Google engineers think penalties.
44SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERAGENDA1. Google Penalties : Where we are now2. Google‘s Data3. How to create a good algorithm4. What about this new Penguin?
66SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERAUTOMATIC PENALTIESAutomatic penalties are based on data and try to fix breaches in Google’salgorithm.Examples :Fight against automatic gibberish text (charabia)- Check every n-grams on a page. If less than n% of the n-grams can befound anywhere else on the web. Apply a high probability of spam- If a page has more than 10 highly competitive keywords separated bycomma Classify it as keyword stuffed page
77SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERMANUAL PENALTIESManual penalties are specific fixes for one or several websites. They aremostly applied by Search Quality team. Based on specific guidelines for issues usually too difficult to tackle withalgorithms Ability to semi-automate them with simple rulesExample:This website is ranking for this query. However, it has 15 links with the sameanchor from blog articles that do not seem legitimate This website should not get benefits from these links and future linkswith this anchor should be discounted until the webmaster removes badlinking.
88SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERPANDASuggestion for a Panda recipe:Number of bounces back to serp in less than 30 sec+Number of visits that end up clicking on ads or useless websites-Number of people searching for your brand-Number of social shares=Panda adjustment notation
99SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERPENGUINMain Penguin algorithm is about linksExample:If 10 sites linking to you with the same anchor have already beenneutralized, the 5 others links with this anchor may be neutralized aswell + decrease in ranking on this keyword.These 5 websites may also be automatically neutralized if there are manysuspicious links. This hurts a lot link-wheel, spam comments and other BH techniques
1010SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERGoogle’s data
1111SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERSIGNALS GOOGLE IS USING OR MAY USEWhat are Google’s source of information:• Your website: HTML code, images, videos…• Other website: Backlinks, mention…• Specific website: Social signals, interaction…• The Serps: click-trough rate, bounce back to serp, number of search for agiven query…• User’s behavior: based on• Google Toolbar ??• Chrome ??• ISP data ??• Web browser emulation ??…• Quality Rater’s feedback
1212SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERWhat is Google’s approach for new algorithms?
1313SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERWHAT GOOGLE CARES ABOUT• SPEED: Never slow down a query• Serp quality: Are the provided changes actually making things better• Collateral damage: Do I hurt something else?• Cost: Is this algorithm too expensive?• Communication: Will spammers change their behavior in a good way?It seems that communication is now more important than collateral damage
1414SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERCREATING A GOOD ALGORITHM…• Isolate a quality issue• Divide between good and bad user experience• Check data associated to good experience and to bad experience• Find a good mix of data and set up a threshold• Launch an A/B serp testing• If quality is increasing, launch it…
1515SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERWhat about this new Penguin
1616SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERWHAT WE KNOW• Penguin 4 goes much deeper into the websites• It also hit adult websites• It is global Penguin can’t be too specific (ex : fight against advertorials…) Mostly about bad linking
1717SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERNEW APPROACHManual battle against bad links is expensive and not that efficient…Google may want to change its approach regarding backlinks.What could by this new approach? Discount any backlinks that is not white-listedBy default, 1 new backlink is suspicious unless considered otherwise.All backlinks that have just a small amount of suspicion should beneutralized.
1818SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERDANGERDanger of this method: Serp quality can decrease…As linkspammers can be very good sites too.Webmasters need to be educated and the serp should still be relevant.How to solve this problem? Google Penguin !!!
1919SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERSTEP BY STEP GUIDE TO PENGUINStep By Step :1st – communicate (a lot) about bad links2nd – go gradually. Do not penalize all the backlinks in 1 shot3rd – hold the changes and assess the post-penguin Serp quality4th – If everything’s ok, release the beast5th – Reiterate with other backlinks / sites
2020SMX PARIS – 6 ET 7 JUIN 2013 @SMONNIERThank youFollow me @smonnierSEO – LINK MARKETING – GOOGLE ANALYTICS – ADWORDS – ERGONOMIE WEB –CRÉATION DE SITES – R&D