a field guide to seo - google penalty recovery and avoidance

SEO Field Guide

Avoiding and Recovering from Penalties

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

SEO Field GuideWho Am I?

Vice President of Marketing at Angular (formally Virante, Inc.). - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as Remove’em, nTopic, PandaRisk, and more.

Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences.

#dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

http://www.amazon.com/John-Light-Lab-Taming-Penguins/dp/B006MJNNOS

SEO Field GuideVolatility

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

cha·os nouncomplete disorder and confusion.

cha·os the·o·ry nounthe branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.

Sensitivity to initial conditionsSite structureSearch queriesPage authority

Topological MixingContentSocial SignalsInbound Links

SEO Field GuideVolatility

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

SEO Field GuideCrisis Situations

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Crisis Situations

Traffic Drops Rankings Drops

Penalties Algorithm Changes

Negative SEO Growth Caps

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

SEO Field GuidePre-Crisis

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Vulnerabilities & Potential Outcomes

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SEO Field GuidePre-Crisis

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

SEO Field GuideExample: Link Development Strategy

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Vulnerabilities: Action:Filters Review linksManual Actions DisavowCompetitor Reporting RemovalsOver-Optimization Recon

Potential Crisis: Resources:Loss of rankings SEO Manager (Joe)Loss of traffic Outreach TeamDomain damaged Tools/Data

SEO Field GuideExample: Organic Traffic Drop

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Potential Causes: Notify:Site Changes Marketing DirectorCompetitor Growth Dev TeamPenalty/Filter Management TeamAlgo Update Analytics Team

Impact: Needed:Revenue Discovery BudgetChannel Value

SEO Field GuideDuring Crisis

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Evaluate Damage & Update

SEO Field GuidePost Crisis

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Track and Report Progress

Those who witness the crisis are always affected

SEO Field Guide4 Key Principals

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Mass changes result in two (2) types of impact:

Individual & “Community”

SEO Field Guide4 Key Principals

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Assistance and Services must be uniquely tailored

to those served

Competence is essential

SEO Field Guide4 Key Principals

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

While knee-jerk reactions are normal responses, a significant minority

experience long-term psychological difficulties

SEO Field Guide4 Key Principals

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Each Page is Unique with Significant Purpose

SEO Field GuidePrevention – Content Issues

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Answer the questions: “Why does this page exist?”

“Why does it deserve to rank?”

Good Linkbuildingis indistinguishable from

Good Marketing

SEO Field GuidePrevention – Link Issues

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

DON’T BE OBVIOUS

SEO Field Guide

http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall

Expect that you have to earn

(deserve) rankings