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 Engeeenge@stonetemple.com@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com