penalties, filters, algorithm changes and all that has been spooking site-owners during the last...

SEOPenalties, filters, algorithm changes and all that has been spooking site-owners during the last

year…

What will we be talking about?

• Google’s penalty & filter types

• Options you should eliminate when something

goes wrong

• First steps after identifying damage

• When & how should you contact Google

• Rules of thumb which would best serve you during

the next algorithm change

Common types of penalties & their causes

Over-optimization filters (per keyword or

page) both on & off site

Filters affecting pages with (either completely or partially) duplicated content or pages with

low value for users

Complete removal from the index

(following a violation of Google’s guidelines

for webmasters)

Options you should rule out before deciding you have a

problem

Initial inspection following a decrease in organic traffic

Is your industry influenced by seasonality?


Is the decrease most noticeable in visits following a branded-KW search, or a generic-KW search?


Does the Webmaster Tools show a drop in impressions & average positions, or only the CTR has been damaged?

Initial inspection following a decrease in indexed pages

Were there any modifications made in order to eliminate duplicated-content on the site, resulting in a healthy drop in indexed pages?


Has the ratio between the number of pages included in the sitemap.xml file and the number of indexed pages

deteriorated?

(URLs which weren’t included in the SERP for a “site:” search might not have been relevant in the first place)


Were there any modifications made lately that might have caused some (or all) of your pages to become blocked for Google?

Nope, it’s a penalty alright…

What should I do?• Check your Webmasters Tools “Spam” alerts and handle them• Improve your backlink profile (diversify, eliminate “commercial” links, SMO)• Remove the most spammy backlinks & focus on creating high-quality ones• On-Site –fix over-optimization problems (internal links, content)

What should I not do (or – common mistakes)• Condensing low-content pages using dynamic templates• Directing new backlinks mostly to affected pages (instead of a natural

distribution)• Asking Google for re-consideration before both on & off site issues have

been addressed

First steps after identifying a damage

How should I apply for re-consideration?Application format• It is strongly recommended to consult with professionals experienced with

this procedure• In some cases it is useful to report which corrective actions were

performed• Mention if you intend to perform further changes in the future (in

accordance with Google’s guidelines)• Be specific in your application, but also selective about the information

you wish to expose

After your application has been submitted• Be patient – even if you receive a positive response, the change will not be

immediate• Refrain from submitting several applications in a short timeframe

Last but not least – a few rules of thumb for the next algorithm change

Content Backlinks

Create unique, original & valuable content Avoid backlinks which might appear “commercial” (site-wide, non-contextual)

Avoid matching the content to the targeted keywords unnaturally Don’t accept backlinks from irrelevant sites

Make sure you solve duplicated-content issues both on & off site

Develop your operation’s SMO elements & leverage them for social-platforms backlinks

Enrich your content (using video, images etc.)

Try to gain presence in news-sites by employing PR activity

Update your content consistently and in accordance to your industry’s pace

Create as many backlinks that would be identified as “editorials” as you can

Protect your copyrights (ask copy-cats to remove copied material/insert a linking

credit)Make sure your anchor texts &

landing-pages are diverse

Contact us for any question or need:[email protected] 972-3-6447172

penalties, filters, algorithm changes and all that has been spooking site-owners during the last...

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