smx east 2012: pandas and penguins 09-15-2012
DESCRIPTION
Illustration of why Panda and Penguin are platforms for implementing new webspam algos. The initial releases are just the start, and there is a lot more to come!TRANSCRIPT
The True Significance of Panda and Penguin
You Ain’t Seen Nothin’ Yet
First Off... Who Am I?
Co-author: The Art of SEO President: Stone Temple Consulting
25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
Twitter: @stonetemple Google Plus: +Eric Enge
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SEOs Created Garbage Content
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SEOs Focused on Tricks
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But What About Users?
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The User is Central to the Google Algo
“that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”
Google’s Matt Cutts
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Bad Link Building Practices
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Bought Links
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Matt Cutts on “Link Building”
“It segments you into a mindset, and people get focused on the wrong things”
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First Panda
Feb 23, 2011 Attacked poor
content sites Many updates
since then (on version 3.9)
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Then Penguin
April 24, 2012 Speculation is that this
targeted: Bad anchor text mix Comment spam Paid guest posts Article marketing sites
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Questionable SEO / Link Building Tactic
Identified
Can weWrite anAlgo toFlag it?
Create the AlgoRun the Algo
Panda/Penguin Algorithm Structure
RankingAdjustment
Score
Penguin/PandaAlgo Scheduler
MasterGoogleIndex
Yes
No
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Why is This Important?
Many potential spam detection algorithms are very compute intensive Too much computing time to include in the main
algo Key component is the ability plug in a ranking
adjustment score from an external database
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Matt Cutts on Panda/Penguin
“… you are right that these algorithms do represent new types of capabilities for us.”
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Article Directory Example (My Theory)
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
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Article Directory Example
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
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(Speculation Ahead!)
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So What’s Next?
Thin Content Pages with Too Many Links
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Bad PR Balance
PageRank
Qua
ntity
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Bad PR Balance
PageRank
Qua
ntity
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No Trusted Links
Matt Cutts on Panda/Penguin - Infographics
“I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.”
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Low Relevance Infographic Links
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Low Relevance Blog Posts
Travel to New Zealand
New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.
Still Low Relevance
How to Make Cotton Candy
Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …
Try to Cover Your Tracks?
All About Mortgages
Mortgages are the biggest financial commitment most people make. You can get the best mortgage rates by getting multiple quotes. Some great information is available from the Federal Housing Financial Agency.
Wikipedia page
Fhfa.gov page
Your shamelessmoney page
Does Your Anchor Text Look Like This?
12%
11%
23%14%
13%
11%
10%6%
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Or, Like This?
Brand Name
Domain
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Highly Commercial Term Results Manual Review
Take the Top 500 Commercial SpacesReview Results by Hand
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Thin Geographic Pages
Seattle Pizza
We offer the best pizza in Seattle. Using only local Seattle ingredients, we help create jobs
Boston Pizza
We offer the best pizza in Boston. Using only local Boston ingredients, we help create jobs
Matt Cutts on Thin Geographic Pages
“Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ”
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Thank You!
Eric [email protected]@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com