smx london 2012 presentation - understanding google penalties

UNDERSTANDING SITE PENALTIES IN A BLACK AND WHITE ANIMAL WONDERLAND!

@simonpenson

SIMON PENSONMD, ZAZZLE MEDIA

WHY IS THIS PANDA SO MAD?

@simonpenson

@simonpenson

BECAUSE THIS GUY STOLE HIS THUNDER?!

WHAT IS THE ‘PENGUIN UPDATE’?

@simonpenson

D-DAY APRIL 24TH 2012

PANDA + PENGUIN COMBINE = WEBSPAM ALGORITHM FILTER

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…

IT’S NOT JUST ‘ANOTHER UPDATE’ ANOTHER ‘DAY IN THE OFFICE’

@simonpenson

TWO PANDA UPDATES IN 8 DAYS = NEW PROCESSING POWER TARGETING:

PANDA FIXES ARE IRRELEVANT WHEN PENGUIN’S AROUND…

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YOU CAN FORGET CONTENT RULES IF A LINK PENALTY STRIKES…

No

REALISATION: BLACK AND WHITE ANIMALS ARE NOT CUTE AND CUDDLY!!!

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@simonpenson

AND NEITHER IS GOOGLE - BE AFRAID

WHY ARE WE AFRAID?

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HOW DO WE DEFEAT THIS FEAR?

The Continuum of Understanding

@simonpenson

IT’S BRAIN TIME FOLKS…IT’S BRAIN TIME FOLKS…

@simonpenson

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

How Many PR0 Links?!

Understand your Anchor

Text

@simonpenson

DATA – DISCOVERY/RESEARCHINGUNDERSTAND YOUR LINKS

INFORMATION - ADD CONTEXT/ABSORBADD IN COMPETITORS

Standout in Groups of Links

= Spammy

Lots of Low Value Links =

Spammy

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KNOWLEDGE – EXPERIENCE OVER TIME/DOINGKEEP AN EYE ON YOUR BACKLINK ACQUISITION

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WISDOM – LIVING ITTESTED: CASE STUDY TIME

CASE STUDY – WE TESTED THE THEORY IN THE WILD…

THE RESULT?

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GOOGLE GOT US…

AND THIS IS WHY…

TO THIS…TRAFFIC ARMAGEDDON

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FROM COOKED ANCHOR TEXT

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

THANKS!

Simon Penson Zazzle Media

@SIMONPENSON

WWW.ZAZZLEMEDIA.CO.UK

SIMON.PENSON@ZAZZLEMEDIA.CO.UK

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