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Principal SEO Consultant, Distilled
@hannah_bo_banna
SEOmoz Associate.
Writer for SEO Chicks & State of Search.
Caffeine addict.
HANNAH SMITH
SEO Post Penguin
HANNAH SMITH
nothing has changed…
@hannah_bo_banna
real @hannah_bo_banna
it just got
april 2012…
In the next few days, we’re launching an important
algorithm change targeted at webspam. The change will
decrease rankings for sites that we believe are violating
Google’s existing quality guidelines.
Matt Cutts, April 24th 2012
@hannah_bo_banna http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-120
10000
20000
30000
40000
50000
60000
70000
Google Organic
like panda we’ve seen updates…
but they are
far less frequent
May 25th 2012
Penguin 1.1
@hannah_bo_banna http://searchengineland.com/google-pushes-first-penguin-algorithm-update-122518
October 5th 2012
Penguin 3
@hannah_bo_banna http://searchengineland.com/google-penguin-update-3-135527
to give some context…
april 2012 – february 2013:
11 Panda Updates@hannah_bo_banna
DMCA
@hannah_bo_banna insidesearch.blogspot.com/2012/08/an-update-to-our-search-algorithms.html
7
Result SERPs@hannah_bo_banna http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination
EMD@hannah_bo_banna http://www.seomoz.org/blog/googles-emd-algo-update-early-data
Page Layout
#2@hannah_bo_banna http://www.seroundtable.com/google-page-layout-update-15815.html
plus…
all the
noisemakes diagnosis difficult
@hannah_bo_banna
but not
impossible
@hannah_bo_banna
step 1:
diagnosis
@hannah_bo_banna /
@hannah_bo_banna http://www.seomoz.org/google-algorithm-change
@hannah_bo_banna http://www.panguintool.com/
step 2:
page level keyword level or sitewide?
can you get a
new page ranking for a non-competitive keyword?
@hannah_bo_banna
yes?
page level or keyword level
@hannah_bo_banna
no?
sitewide
@hannah_bo_banna
page level or keyword level?
move your content to a
brand new page
@hannah_bo_banna
the content on:www.yoursite.com/hotels-in-rimini
moves to:www.yoursite.com/rimini-hotels
@hannah_bo_banna
don’t 301 or rel-canonical
www.yoursite.com/hotels-in-rimini to www.yoursite.com/rimini-hotels
@hannah_bo_banna
the penalty
will pass
@hannah_bo_banna
does it rank?
@hannah_bo_banna
no?
keyword level
@hannah_bo_banna
yes?
page level
@hannah_bo_banna
sitewide / keyword levelrecovery
@hannah_bo_banna
then@hannah_bo_banna
@hannah_bo_banna
then@hannah_bo_banna
@hannah_bo_banna
or move to a new site
don’t 301 or rel-canonical
@hannah_bo_banna
the penalty
will pass
@hannah_bo_banna
link buildingpost penguin
just because you’ve not been hit
yet@hannah_bo_banna
doesn’t mean you’re
bullet-proof
@hannah_bo_banna
what does an ‘unnatural’ link
look like?
@hannah_bo_banna
@hannah_bo_banna
homepage is
PageRank zero (or has lost PR) @hannah_bo_banna
the page that your link is on
isn’t indexed
@hannah_bo_banna
site is
openly selling links
@hannah_bo_banna
site sells advertorials with
followed links
@hannah_bo_banna http://www.davidnaylor.co.uk/interflora-what-really-happened.html
site features commercial anchor text links for a variety of niches (often in)
sidebars & footers@hannah_bo_banna
few or no
social signals
(tweets, likes, comments etc)
@hannah_bo_banna
site contains lots of
low quality and / or
unrelated
content
@hannah_bo_banna
site shows
no sign of editorial control
@hannah_bo_banna
site is
infected with malware
@hannah_bo_banna
tl;dr@hannah_bo_banna
WWMCT?could you show this link to Matt Cutts?
would he think it was ok?
@hannah_bo_banna
how much can you
get away with?
If you don’t have a single, genuine,
editorially given link…
@hannah_bo_banna
I thought it was all about
anchor text
most SEOs agree you should have
50%+ branded anchor text@hannah_bo_banna
but in the future I think it’ll be
the links not the anchor text that will be the problem
@hannah_bo_banna
we’re swiftly reaching the
brink
@hannah_bo_banna
‘faking it’requires almost the same amount of effort as
@hannah_bo_banna
‘making it’
@hannah_bo_banna
add
value…
@hannah_bo_banna
87linking root domains
@hannah_bo_banna
121linking root domains
@hannah_bo_banna
remember
where we started?
@hannah_bo_banna
nothing has changed…
@hannah_bo_banna
it just got
real @hannah_bo_banna
start doing
great things
@hannah_bo_banna
Image Credits
• No Traffic - http://www.flickr.com/photos/hanuman/4251514423/sizes/l/• Noise - http://www.flickr.com/photos/mookitty/261949769/sizes/o/• Penguin March - http://www.flickr.com/photos/sidereal/76724710/sizes/l/• Iceberg - http://seawayblog.blogspot.co.uk/2008/12/tip-of-iceberg.html• Mission Impossible - http://www.fanpop.com/clubs/tom-cruise/images/27898914/title/mission-impossible-1996-screencap• Matt Cutts - http://www.submitinme.com/blogs/simtalk/wp-content/uploads/2012/04/Matt-Cutts1.jpg• The Future - http://newcastleresearchers.wordpress.com/2010/01/15/what-will-you-be-doing-10-years-from-now/• The Time is Now - http://pialachheb.tumblr.com/page/5
@hannah_bo_banna
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