seo post penguin - be wizard 2013

Principal SEO Consultant, Distilled

hannah.smith@distilled.net

@hannah_bo_banna

SEOmoz Associate.

Writer for SEO Chicks & State of Search.

Caffeine addict.

HANNAH SMITH

SEO Post Penguin

HANNAH SMITH

nothing has changed…

@hannah_bo_banna

real @hannah_bo_banna

it just got

april 2012…

In the next few days, we’re launching an important

algorithm change targeted at webspam. The change will

decrease rankings for sites that we believe are violating

Google’s existing quality guidelines. 

Matt Cutts, April 24th 2012

@hannah_bo_banna http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html

Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-120

10000

20000

30000

40000

50000

60000

70000

Google Organic

like panda we’ve seen updates…

but they are

far less frequent

May 25th 2012

Penguin 1.1

@hannah_bo_banna http://searchengineland.com/google-pushes-first-penguin-algorithm-update-122518

October 5th 2012

Penguin 3

@hannah_bo_banna http://searchengineland.com/google-penguin-update-3-135527

to give some context…

april 2012 – february 2013:

11 Panda Updates@hannah_bo_banna

DMCA

@hannah_bo_banna insidesearch.blogspot.com/2012/08/an-update-to-our-search-algorithms.html

7

Result SERPs@hannah_bo_banna http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination

EMD@hannah_bo_banna http://www.seomoz.org/blog/googles-emd-algo-update-early-data

Page Layout

#2@hannah_bo_banna http://www.seroundtable.com/google-page-layout-update-15815.html

plus…

all the

noisemakes diagnosis difficult

@hannah_bo_banna

but not

impossible

@hannah_bo_banna

step 1:

diagnosis

@hannah_bo_banna /

@hannah_bo_banna http://www.seomoz.org/google-algorithm-change

@hannah_bo_banna http://www.panguintool.com/

step 2:

page level keyword level or sitewide?

can you get a

new page ranking for a non-competitive keyword?

@hannah_bo_banna

yes?

page level or keyword level

@hannah_bo_banna

no?

sitewide

@hannah_bo_banna

page level or keyword level?

move your content to a

brand new page

@hannah_bo_banna

the content on:www.yoursite.com/hotels-in-rimini

moves to:www.yoursite.com/rimini-hotels

@hannah_bo_banna

don’t 301 or rel-canonical

www.yoursite.com/hotels-in-rimini to www.yoursite.com/rimini-hotels

@hannah_bo_banna

the penalty

will pass

@hannah_bo_banna

does it rank?

@hannah_bo_banna

no?

keyword level

@hannah_bo_banna

yes?

page level

@hannah_bo_banna

sitewide / keyword levelrecovery

@hannah_bo_banna

then@hannah_bo_banna

@hannah_bo_banna

then@hannah_bo_banna

@hannah_bo_banna

or move to a new site

don’t 301 or rel-canonical

@hannah_bo_banna

the penalty

will pass

@hannah_bo_banna

link buildingpost penguin

just because you’ve not been hit

yet@hannah_bo_banna

doesn’t mean you’re

bullet-proof

@hannah_bo_banna

what does an ‘unnatural’ link

look like?

@hannah_bo_banna

@hannah_bo_banna

homepage is

PageRank zero (or has lost PR) @hannah_bo_banna

the page that your link is on

isn’t indexed

@hannah_bo_banna

site is

openly selling links

@hannah_bo_banna

site sells advertorials with

followed links

@hannah_bo_banna http://www.davidnaylor.co.uk/interflora-what-really-happened.html

site features commercial anchor text links for a variety of niches (often in)

sidebars & footers@hannah_bo_banna

few or no

social signals

(tweets, likes, comments etc)

@hannah_bo_banna

site contains lots of

low quality and / or

unrelated

content

@hannah_bo_banna

site shows

no sign of editorial control

@hannah_bo_banna

site is

infected with malware

@hannah_bo_banna

tl;dr@hannah_bo_banna

WWMCT?could you show this link to Matt Cutts?

would he think it was ok?

@hannah_bo_banna

how much can you

get away with?

If you don’t have a single, genuine,

editorially given link…

@hannah_bo_banna

I thought it was all about

anchor text

most SEOs agree you should have

50%+ branded anchor text@hannah_bo_banna

but in the future I think it’ll be

the links not the anchor text that will be the problem

@hannah_bo_banna

we’re swiftly reaching the

brink

@hannah_bo_banna

‘faking it’requires almost the same amount of effort as

@hannah_bo_banna

‘making it’

@hannah_bo_banna

add

value…

@hannah_bo_banna

87linking root domains

@hannah_bo_banna

121linking root domains

@hannah_bo_banna

remember

where we started?

@hannah_bo_banna

nothing has changed…

@hannah_bo_banna

it just got

real @hannah_bo_banna

start doing

great things

@hannah_bo_banna

any

questions?

@hannah_bo_banna hannah.smith@distilled.net

Image Credits

• No Traffic - http://www.flickr.com/photos/hanuman/4251514423/sizes/l/• Noise - http://www.flickr.com/photos/mookitty/261949769/sizes/o/• Penguin March - http://www.flickr.com/photos/sidereal/76724710/sizes/l/• Iceberg - http://seawayblog.blogspot.co.uk/2008/12/tip-of-iceberg.html• Mission Impossible - http://www.fanpop.com/clubs/tom-cruise/images/27898914/title/mission-impossible-1996-screencap• Matt Cutts - http://www.submitinme.com/blogs/simtalk/wp-content/uploads/2012/04/Matt-Cutts1.jpg• The Future - http://newcastleresearchers.wordpress.com/2010/01/15/what-will-you-be-doing-10-years-from-now/• The Time is Now - http://pialachheb.tumblr.com/page/5

@hannah_bo_banna