A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
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Transcript of A Guided Tour of the Zoo: Pandas, Penguins & Hummingbirds
A GUIDED TOUR OF THE ZOO PANDAS, PENGUINS & HUMMINGBIRDS
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
HOW THE ZOO MAP LOOKS TO US
FISTS OF FURRY THE PANDA UPDATE
26 KNOWN PANDA UPDATES
SHUTTERSTOCK ©2014
ASSAULT ON CONTENT FARMS?
“What’s the bare minimum that I can do that’s not spam?”
LINK: mz.cm/KGzbO7
RISK: LOW-QUALITY CONTENT
RISK: USER-GENERATED CONTENT
RISK: THIN GEO-TARGETED
DOES THIS LOOK FAMILIAR?
YOU CAN’T DO WHAT THEY DO
RISK: DUPLICATE CONTENT LINK: mz.cm/1jA1ycY
SOLUTION: PRUNE THIN PAGES
SHUTTERSTOCK ©2014
OPEN THE WHOLE TOOLBOX
SHUTTERSTOCK ©2014
REMOVAL (404)
301 REDIRECT
REL=CANONICAL
META ROBOTS
WEBMASTER TOOLS
ROBOTS.TXT
PROGNOSIS: FAIR, WITH EFFORT LINK: mz.cm/1g0GcXY
ENTER THE PENGUIN THE PENGUIN UPDATE
5 KNOWN PENGUIN UPDATES
SHUTTERSTOCK ©2014
PUNISHMENT FOR WEB-SPAM LINK: mz.cm/1aJp7NT
RISK: SPAMMY ANCHOR TEXT
RISK: LINKS FROM BAD CONTENT LINK: mz.cm/1hjHCcU
DIAGNOSIS: HITS FAST & HARD
LINK: mz.cm/1dsE1Vq
LINK: mz.cm/1hewePp
SOLUTION: CUT ALL BAD LINKS
SHUTTERSTOCK ©2014
SOLUTION: DISAVOW (AND WAIT)
SHOULD YOU AUTOMATE REMOVAL? LINK: removeem.com
PROGNOSIS: POOR (AT BEST) LINK: mz.cm/1dsE1Vq
FIVE DEADLY NECTARS THE HUMMINGBIRD UPDATE
1 KNOWN CORE REWRITE
SHUTTERSTOCK ©2014
A BRAND NEW “ENGINE”
“When Google switched to Hummingbird, it’s as if it dropped the old engine out of a car and put in a new one.”
LINK: mz.cm/1kYwJ5O
HUMMINGBIRD IS NOT A PENALTY
CONVERSATIONAL SEARCH, V2.0
13 668 RANK ASSASSINS THE REST OF THE ZOO
665 “IMPROVEMENTS” IN 2012 LINK: mz.cm/1cVLDQr
ACTIVE UPDATES (“TOP HEAVY”) LINK: mz.cm/1mtgwRs
MANUAL ACTIONS/PENALTIES
LINK NETWORK DEVALUATIONS LINK: mz.cm/1eSYQvI
CROUCHING TACTICS… OH, JUST FORGET IT!
TODAY’S FAD, TOMORROW’S SPAM LINK: mz.cm/1bixMDH
BRANDS DON’T LOOK LIKE THIS
IT’S NOT THE TACTIC, IT’S YOU
THANKS FOR WATCHING! [email protected] • @dr_pete