ldd2012 - pandas, penguins & search engines
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Let's Do Digital 2012 - Mischa Weston-Green presents 'Pandas, Penguins & Search Engines'TRANSCRIPT
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Pandas, Penguins & Search Engines
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Penguin’s are cute…
Tweet us @adido - #LetsDoDigital
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Penguin’s are evil!
Tweet us @adido - #LetsDoDigital
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Panda was a content based change; the Penguin update was predominantly off-site change
Low quality & ‘spammy’ links were the focus
It has also been speculated on-site spam was looked at
Penguin Dissection!
Tweet us @adido - #LetsDoDigital
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Google works out link profile ratios
Majority of backlinks are low quality
Majority of backlinks are irrelevant
Majority of backlinks are exact match keywords
Penguin Dissection!
Tweet us @adido - #LetsDoDigital
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Battling the Penguin!
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* Tool Alert *
Tweet us @adido - #LetsDoDigital
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http://www.opensiteexplorer.org/
Open Site Explorer from SEOmoz
* Tool Alert *
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Best Digital Marketing Agency
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Best Digital Marketing Agency
Links to…
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Best Digital Marketing Agency
Links to…
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Digital Marketing Bournemouth
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Digital Marketing Bournemouth
Digital Marketing in the Bournemouth area
Tweet us @adido - #LetsDoDigital
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![Page 17: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/17.jpg)
Make sure backlinks aren’t keyword stuffed
Adhering with the Penguin!
Tweet us @adido - #LetsDoDigital
![Page 18: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/18.jpg)
Make sure backlinks aren’t keyword stuffed
Build more quality links to dilute lower quality ones
Adhering with the Penguin!
Tweet us @adido - #LetsDoDigital
![Page 19: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/19.jpg)
Make sure backlinks aren’t keyword stuffed
Build more quality links to dilute lower quality ones
Physical removal of dodgy links
Adhering with the Penguin!
Tweet us @adido - #LetsDoDigital
![Page 20: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/20.jpg)
* Tool Alert *
Tweet us @adido - #LetsDoDigital
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* Tool Alert *
https://www.google.com/webmasters/tools/disavow-links-main
Google DisavowTool
Tweet us @adido - #LetsDoDigital
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* Tool Alert *
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Build more quality links to dilute lower quality ones
Physical removal of dodgy links
Remove any potentially ‘spammy’ on-site content
Adhering with the Penguin!
Tweet us @adido - #LetsDoDigital
![Page 24: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/24.jpg)
Make sure content isn’t keyword stuffed
Dealing with On-site Spam!
Tweet us @adido - #LetsDoDigital
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* Tool Alert *
Tweet us @adido - #LetsDoDigital
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* Tool Alert *
http://tools.seobook.com/general/keyword-density/
Keyword DensityTool
Tweet us @adido - #LetsDoDigital
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Make sure backlinks aren’t keyword stuffed
Internal & external link ratio
Dealing with On-site Spam!
Tweet us @adido - #LetsDoDigital
![Page 28: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/28.jpg)
Make sure backlinks aren’t keyword stuffed
Internal & external link ratio
Internal link anchor text
Dealing with On-site Spam!
Tweet us @adido - #LetsDoDigital
![Page 29: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/29.jpg)
Make sure backlinks aren’t keyword stuffed
Internal & external link ratio
Internal link anchor text
Spammy titles, meta tags and headers
Dealing with On-site Spam!
Tweet us @adido - #LetsDoDigital
![Page 30: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/30.jpg)
Title Tags
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Make sure backlinks aren’t keyword stuffed
Internal & external link ratio
Internal link anchor text
Spammy titles, meta tags and headers
Thin content
Dealing with On-site Spam!
Tweet us @adido - #LetsDoDigital
![Page 32: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/32.jpg)
How Can You Lend a Hand?
Tweet us @adido - #LetsDoDigital
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How Can You Lend a Hand?
Adhere to Mischa’s tips and tricks
Tweet us @adido - #LetsDoDigital
![Page 34: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/34.jpg)
How Can You Lend a Hand?
Adhere to Mischa’s tips and tricks
Name images with keywords
Tweet us @adido - #LetsDoDigital
![Page 35: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/35.jpg)
How Can You Lend a Hand?
Adhere to Mischa’s tips and tricks
Name images with keywords
Refresh old content - homepage content in particular
Tweet us @adido - #LetsDoDigital
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How Can You Lend a Hand?
Adhere to Mischa’s tips and tricks
Name images with keywords
Refresh old content - homepage content in particular
Regularly add news & blogs
Tweet us @adido - #LetsDoDigital
![Page 37: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/37.jpg)
How Can You Lend a Hand?
Adhere to Mischa’s tips and tricks
Name images with keywords
Refresh old content - homepage content in particular
Regularly add news & blogs stories
Do not add duplicate content on pages!
Tweet us @adido - #LetsDoDigital
![Page 38: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/38.jpg)
How Can You Lend a Hand?
Create specific landing pages to target specific keywords
Tweet us @adido - #LetsDoDigital
![Page 39: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/39.jpg)
How Can You Lend a Hand?
Create specific landing pages to target specific keywords
Look out for any organic linking opportunities
Tweet us @adido - #LetsDoDigital
![Page 40: LDD2012 - Pandas, penguins & search engines](https://reader037.vdocuments.us/reader037/viewer/2022103016/55597715d8b42a60298b4c17/html5/thumbnails/40.jpg)
How Can You Lend a Hand?
Create specific landing pages to target specific keywords
Look out for any organic linking opportunities
Notify us of any changes you make to the site!!
Tweet us @adido - #LetsDoDigital
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Holy Matrimony!
Tweet us @adido - #LetsDoDigital
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Summary
Tweet us @adido - #LetsDoDigital
Build natural, relevant backlinks with natural linking anchor text
Write ‘real’ content and don’t focus on keywords so much
Work closely with your agency and if you don’t have one and don’t feel confident, get in touch with one as Google is very critical of SEO at the moment