smx london 2012 presentation - understanding google penalties
TRANSCRIPT
UNDERSTANDING SITE PENALTIES IN A BLACK AND WHITE ANIMAL WONDERLAND!
@simonpenson
SIMON PENSONMD, ZAZZLE MEDIA
WHY IS THIS PANDA SO MAD?
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@simonpenson
BECAUSE THIS GUY STOLE HIS THUNDER?!
WHAT IS THE ‘PENGUIN UPDATE’?
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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’
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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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AND NEITHER IS GOOGLE - BE AFRAID
WHY ARE WE AFRAID?
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HOW DO WE DEFEAT THIS FEAR?
The Continuum of Understanding
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IT’S BRAIN TIME FOLKS…IT’S BRAIN TIME FOLKS…
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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
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PRO TIP > ANCHOR TEXT IS DEAD > REPLACED BY RELEVANCE OF PAGE
How Many PR0 Links?!
Understand your Anchor
Text
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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
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