google penguin webinar

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Find out more about Ajax Union: www.AjaxUnion.com Follow Us On Twitter: twitter.com/ajaxunion Like On Facebook: www.facebook.com/ajaxunion Connect On Linkedin: www.linkedin.com/companies/ajax-union Call Ajax Union: 800-594-0444

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Page 1: Google penguin webinar

Find out more about Ajax Union:

www.AjaxUnion.comFollow Us On Twitter:

twitter.com/ajaxunionLike On Facebook:

www.facebook.com/ajaxunionConnect On Linkedin:

www.linkedin.com/companies/ajax-unionCall Ajax Union:

800-594-0444

Page 2: Google penguin webinar

Sarah Mogin – VP of Marketing

Follow Sarah on Twitter:

@SarahMogin

Friend Sarah on Facebook:

facebook.com/Sarah.Mogin

Connect With Sarah on Linkedin:

linkedin.com/in/SarahMogin

Page 3: Google penguin webinar

Linkbuilding in a Post-Penguin World

Find out more about Ajax Union's products at: www.ajaxunion.com

Page 4: Google penguin webinar

Agenda

• What is Google Penguin?• Find Your Keanu Moment• Links in the Wild• Linkbuilding Techniques• Troubleshooting• Change Your SEO Vocabulary• Final Thoughts

Page 5: Google penguin webinar

What is Google Penguin?Major algorithm update from April 2012 that

cracked down on unnatural links.

Unnatural Links: Paid, spammy, or unrelated links leading to your website.

Page 6: Google penguin webinar

Finding Your Keanu Moment

We have two options:

• Memorize the current best practices and follow them blindly

• Learn how Google thinks to rank well now and in the future

Remember: Google wants to provide users with the best possible search results.

Page 7: Google penguin webinar

Finding Your Keanu Moment

What matters:

• Site quality• Industry authority• Outside endorsements

SEO is not supposed to be easy.

Remember: Google wants to provide users with the best possible search results.

Page 8: Google penguin webinar

Links in the Wild

With Penguin, it’s important to vary your anchor text so that it appears

natural to Google.

How Links Work• HTML Code: <a

href=“http://www.yoursite.com”>Anchor Text</a>

• How It Looks: Anchor Text

Page 9: Google penguin webinar

Exact Match Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Gucci Sunglasses</a>

Gucci Sunglasses

Exact match links used to be the core of SEO, but now too many will appear unnatural to Google.

Page 10: Google penguin webinar

Latent Semantic Indexing (LSI)

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Gucci Shades</a>

Gucci Shades

LSI links show a natural diversity in anchor text.

discount Gucci sunglassesGucci sunglasses for saleglasses by GucciGucci glasses with rhinestones

Page 11: Google penguin webinar

Naked Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>JoesSunglasses.com</a>

JoesSunglasses.com

Since naked links don’t contain keywords, they show Google a more natural link profile.

Having keywords in the surrounding text will still make these links valuable.

Page 12: Google penguin webinar

Junk Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Click Here</a>

Click Here

Same as naked links, junk links appear natural and can help you rank for keywords based on surrounding text.

Keep in mind, it’s not just about anchor text, it’s about where the link is coming from!

Page 13: Google penguin webinar

Branded Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Joe’s Sunglasses</a>

Joe’s Sunglasses

Like naked and junk links, branded links are natural and awesome.

Page 14: Google penguin webinar

Summary

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

Page 15: Google penguin webinar

Linkbuilding Techniques

• Find Your Influencers• Guest Blog• Create Linkbait• Stalk the Competition

Page 16: Google penguin webinar

Find Your Influencers

• Track tweeted links from industry influencers

• Find sites relevant to your location and larger industry

• Look for relevant social communities

Who does your target audience trust?

Page 17: Google penguin webinar

Guest Blog

• Introduce yourself• Show published links• Provide idea(s) or outline(s)

• Make sure your content rocks

• Participate in the discussion• Blog comments• Social media

• HARO

Don’t be shy – reach out to site owners and editors!

Page 18: Google penguin webinar

Create Linkbait

• Infographics• Webinars• eBooks• Resources Section• Blog Posts• Comment, share, link to

others, etc.

Build content on your site that people will want to share.

Page 19: Google penguin webinar

Stalk the Competition… or should you?

• MajesticSEO to review competitors’ inbound links• If they linked to your

competitors, they can link to you, too!

• Look at site content• What worked then might

not work now

Keep an eye on what your competitors are doing, but don’t assume their methods are Penguin-friendly just

because they’re ranking well.

Page 20: Google penguin webinar

Old Stuff

• Top web and local directories

• High quality articles• Press releases• Blog posts• Social networking• Multimedia outreach

Standbys we still trust:

Page 21: Google penguin webinar

Troubleshooting

• “Delete and dilute”• Disavow links• Remove links manually• Improve site content –

Google Panda:• Keyword stuffing• Ads above the fold

So your rankings aren’t what they used to be. What now?

Page 22: Google penguin webinar

Change Your SEO Vocabulary

Change the way you talk about SEO.

Before After“Linkbuilding” Building links and citations“I will build you 200 links per month”

I will do X, Y, and Z activities every month

“My competitor has 800 links and I have 500”

[Look at more specific details]

Page 23: Google penguin webinar

Final Thoughts

• Change the way you think about SEO

• Evaluate your linking strategy• Trust your gut!

Find follow-up reading at AjaxUnion.com/blog

Page 24: Google penguin webinar

MeetUp.com/BusinessEventsNY

CEO Networking - Monday, May 13th

Free Business Networking Mixer - Tuesday, May 28th

Page 25: Google penguin webinar

Request a Free Quote:

www.AjaxUnion.com

Call Us Today:

800-594-0444

Page 26: Google penguin webinar

Join Our Free Webinars!

www.AjaxUnion.com/webinar

Try out KiwiSEO

www.KiwiSEO.com