recovering from google penalites - smx israel
TRANSCRIPT
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Roy Hinkis |EvangelistTw i t te r : @royh ink i sL inked In : h t tp : / /ww w. l i n ked in . com / in / roys eo
Recovering from Google Penalties
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Every Website Every App
Every Country
We Reveal the Secrets of Online Success
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Every Website
Traffic Trends Desktop & Mobile Referring Traffic
Keywords Advertising Analysis
Popular Pages
Every App
Current User Installs Active Users
Engagement per app Retention Analysis
App store optimization
Every Country
We Reveal the Secrets of Online Success
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Google Penalties
SimilarWeb.com #SMXIsrael @royhinkis
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Is Google Clamping Downon Your Site?
Spot the Penalty
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Panda
SimilarWeb.com 6/20#SMXIsrael @royhinkisPanda from a new perspective
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Thin Content Content Farms
Duplicate Content Ad-to-content Ratio
Broken Pages HTML Improvements
Short Click vs. Long Click Engagement Metrics & User
Experience Blog Post Comments
SimilarWeb.com
Old School
New Focus
#SMXIsrael @royhinkis
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Short click vs. long click
SimilarWeb.com #SMXIsrael @royhinkis
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Short click vs. long click
SimilarWeb.com #SMXIsrael @royhinkis
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Short click vs. long click
SimilarWeb.com #SMXIsrael @royhinkis
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So what’s the lesson?
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Query Keyword
is now
Query Keyword Post-Click Engagement
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SimilarWeb.com #SMXIsrael @royhinkis
Engagement and User Experienceare now critical to SEO
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Spam Comments are Radioactive to SEO
SimilarWeb.com #SMXIsrael @royhinkis
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Panda 4.1 Panda 4.2Blog post spam comments
SimilarWeb.com #SMXIsrael @royhinkis
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Moderate or Get Out
SimilarWeb.com #SMXIsrael @royhinkis
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Focus on user experience
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Don’t remove pages, make them better!
SimilarWeb.com #SMXIsrael @royhinkis
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Ad:Text RatioKeep it in Check
SimilarWeb.com #SMXIsrael @royhinkis
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SimilarWeb.com 20/20#SMXIsrael @royhinkis
Be patient until the next update!
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Google Penguin
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• Over optimized anchor text• Large-scale articles or links
posted by guests/commenters• Relevance of linking domains• Paid links• IP and C-class links
22/20
Google Penguin
SimilarWeb.com #SMXIsrael @royhinkis
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• I used Majestic to discover the ratio between the Class C subnets and Referring IP address • Example for a Class C: 123.456.789.1• Aim for a 1:1 ratio
SimilarWeb.com #SMXIsrael @royhinkis
IP and C-class links
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Know your profile
Audit your backlinks
SimilarWeb.com #SMXIsrael @royhinkis
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Is the linking page indexed by Google?
SimilarWeb.com #SMXIsrael @royhinkis
Audit your backlinks
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Does the linking page rank on Google’s results on pages 1-3 for its own meta title?
SimilarWeb.com #SMXIsrael @royhinkis
Audit your backlinks
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Does the linking domain rank in positions 1-3 for its own URL?SimilarWeb.com #SMXIsrael
@royhinkis
Audit your backlinks
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Does the link drive any actual traffic?
SimilarWeb.com #SMXIsrael @royhinkis
Audit your backlinks
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Aggregate all of your bad backlinks onto one list, be sure to follow the manual check guidelines for each link
SimilarWeb.com #SMXIsrael @royhinkis
Audit your backlinks
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Use the Disavow tool, but use it strategically after you’ve tried contacting and removing the bad links by yourself.
SimilarWeb.com #SMXIsrael @royhinkis
Google disavow tool
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SimilarWeb.com #SMXIsrael @royhinkis
Google “Phantom” Update• The google “Phantom” update
was released in May 2015 • Mainly focused on the “how-to”
websites• Focused on the “task
completion” • Focused on the user
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Page views
SimilarWeb.com #SMXIsrael @royhinkis
Phantom – Engagementis the difference maker
2.5
1.49
Time on site00:00:00:17
900:00:00:67
Bounce rate
84%
62%
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WikiHow (loser)
SimilarWeb.com #SMXIsrael @royhinkis
Quora (winner)
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SimilarWeb.com #SMXIsrael @royhinkis
Your Toolkits
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Relevant tools for Panda
SimilarWeb.com #SMXIsrael @royhinkis
• Duplicate content – Siteliner.com, Copyscape.com • Broken Pages – XENU, Screaming Frog• Page Speed – Google page speed
insights tool, webpagetest.org • HTML improvements – IIS SEO toolkit • H’s and image alt tags – Wave toolbar• Google Analytics & Search Console
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• Focus on targeting relevant terms!
• Improve your problematic pages in terms of engagement
• Moderate your blog post comments
• Greatly improve technical SEO• Improve poor pages- rewrite/redesign them • Check your ad to text ratio on your page • Fix broken pages• No-index on the pages that you want to remove• Be patient until the next update
SimilarWeb.com #SMXIsrael @royhinkis
How to recover from the Panda penalty?
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How to recover from the Penguin penalty?• Step 1 – check your backlink profile• Is the linking page indexed in Google?• Does the linking page rank on Google’s results on pages
1-3 for its own meta title? • Does the linking domain rank in positions 1-3 for its own
URL?• Does the link drive any actual traffic? • Content quality – if the content is good, more people
will link to your site. • Social media– having a good social media strategy is a
huge factor for SEO purposes• Outreach – contact opinion leaders and satisfied
customers that are using your product. Cultivate relationships.SimilarWeb.com #SMXIsrael
@royhinkis
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• Diagnose your penalty • Identify the problems that led to the penalty• Follow the steps for each problem• Wait until the next algorithm update
Takeaways: