Recovering from Google Penalites - SMX Israel

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

Every Website Every App

Every Country

We Reveal the Secrets of Online Success

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

Google Penalties

SimilarWeb.com #SMXIsrael @royhinkis

Is Google Clamping Downon Your Site?

Spot the Penalty

SimilarWeb.com 6/20#SMXIsrael @royhinkisPanda from a new perspective

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

Short click vs. long click

So what’s the lesson?

Query Keyword

is now

Query Keyword Post-Click Engagement

Engagement and User Experienceare now critical to SEO

Spam Comments are Radioactive to SEO

Panda 4.1 Panda 4.2Blog post spam comments

Moderate or Get Out

Focus on user experience

Don’t remove pages, make them better!

Ad:Text RatioKeep it in Check

SimilarWeb.com 20/20#SMXIsrael @royhinkis

Be patient until the next update!

Google Penguin

• Over optimized anchor text• Large-scale articles or links

posted by guests/commenters• Relevance of linking domains• Paid links• IP and C-class links

Google Penguin

• 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

IP and C-class links

Know your profile

Audit your backlinks

Is the linking page indexed by 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?SimilarWeb.com #SMXIsrael

@royhinkis

Does the link drive any actual traffic?

Aggregate all of your bad backlinks onto one list, be sure to follow the manual check guidelines for each link

Use the Disavow tool, but use it strategically after you’ve tried contacting and removing the bad links by yourself.

Google disavow tool

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

Page views

Phantom – Engagementis the difference maker

Time on site00:00:00:17

900:00:00:67

Bounce rate

WikiHow (loser)

Quora (winner)

Your Toolkits

Relevant tools for Panda

• 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

• 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

How to recover from the Panda penalty?

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

• Diagnose your penalty • Identify the problems that led to the penalty• Follow the steps for each problem• Wait until the next algorithm update

Takeaways:

Thank You

Roy Hinkis@royhinkisroyh@similarweb.com

Recovering from Google Penalites - SMX Israel

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