smx london 2012 presentation - understanding google penalties
TRANSCRIPT
![Page 1: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/1.jpg)
UNDERSTANDING SITE PENALTIES IN A BLACK AND WHITE ANIMAL WONDERLAND!
@simonpenson
SIMON PENSONMD, ZAZZLE MEDIA
![Page 2: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/2.jpg)
WHY IS THIS PANDA SO MAD?
@simonpenson
![Page 3: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/3.jpg)
@simonpenson
BECAUSE THIS GUY STOLE HIS THUNDER?!
![Page 4: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/4.jpg)
WHAT IS THE ‘PENGUIN UPDATE’?
@simonpenson
D-DAY APRIL 24TH 2012
PANDA + PENGUIN COMBINE = WEBSPAM ALGORITHM FILTER
![Page 5: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/5.jpg)
IT’S A FILTER – LIKE PANDA – TO KILL SPAM BUT WITH GREATER IMPACT
@simonpenson
Penguin is not constantly running but rather is used to tag things as spam above-and-beyond Google’s regular spam filtering on a periodic basis.
WITH GREATER IMPACTEXPECT MORE…
![Page 6: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/6.jpg)
IT’S NOT JUST ‘ANOTHER UPDATE’ ANOTHER ‘DAY IN THE OFFICE’
@simonpenson
TWO PANDA UPDATES IN 8 DAYS = NEW PROCESSING POWER TARGETING:
![Page 7: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/7.jpg)
PANDA FIXES ARE IRRELEVANT WHEN PENGUIN’S AROUND…
@simonpenson
YOU CAN FORGET CONTENT RULES IF A LINK PENALTY STRIKES…
![Page 8: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/8.jpg)
No
REALISATION: BLACK AND WHITE ANIMALS ARE NOT CUTE AND CUDDLY!!!
@simonpenson
![Page 9: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/9.jpg)
@simonpenson
AND NEITHER IS GOOGLE - BE AFRAID
![Page 10: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/10.jpg)
WHY ARE WE AFRAID?
@simonpenson
![Page 11: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/11.jpg)
HOW DO WE DEFEAT THIS FEAR?
The Continuum of Understanding
@simonpenson
![Page 12: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/12.jpg)
IT’S BRAIN TIME FOLKS…IT’S BRAIN TIME FOLKS…
@simonpenson
![Page 13: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/13.jpg)
SOME BACKGROUND…HOW DOES GOOGLE ‘CHECK’ OUR LINKS?
Type of Link – image, text etcAge of LinkNumber of Links on the pageAnchor TextLocation on the Page – Paid Link Placements, sitewides etcRelevance of other outbound linksAge of PageLast date of edit – Google FreshnessDomain level metrics – age, authority, relevance, TLD, Penalties, Reciprocity
@simonpenson
PRO TIP > ANCHOR TEXT IS DEAD > REPLACED BY RELEVANCE OF PAGE
![Page 14: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/14.jpg)
How Many PR0 Links?!
Understand your Anchor
Text
@simonpenson
DATA – DISCOVERY/RESEARCHINGUNDERSTAND YOUR LINKS
![Page 15: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/15.jpg)
INFORMATION - ADD CONTEXT/ABSORBADD IN COMPETITORS
Standout in Groups of Links
= Spammy
Lots of Low Value Links =
Spammy
@simonpenson
![Page 16: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/16.jpg)
KNOWLEDGE – EXPERIENCE OVER TIME/DOINGKEEP AN EYE ON YOUR BACKLINK ACQUISITION
@simonpenson
![Page 17: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/17.jpg)
WISDOM – LIVING ITTESTED: CASE STUDY TIME
CASE STUDY – WE TESTED THE THEORY IN THE WILD…
THE RESULT?
@simonpenson
![Page 18: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/18.jpg)
GOOGLE GOT US…
![Page 19: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/19.jpg)
AND THIS IS WHY…
TO THIS…TRAFFIC ARMAGEDDON
@simonpenson
FROM COOKED ANCHOR TEXT
![Page 20: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/20.jpg)
UNDERSTAND YOUR LINKS
WANT SOME BLACK AND WHITE ANIMAL LOVE?
DataInformationKnowledgeWisdom
@simonpenson
REWORK IF NECESSARY…..Remove Over-Optimised Anchor Text Links - + 20% brand termsAvoid/Remove SitewidesRemove Unrelated LinksAdd High Quality Links from Content
![Page 21: SMX London 2012 presentation - Understanding Google Penalties](https://reader036.vdocuments.us/reader036/viewer/2022062418/554d0a8cb4c905d4568b4c22/html5/thumbnails/21.jpg)
THANKS!
Simon Penson Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHAREREAD IT > SEARCH ENGINE WATCH