My deck on SEO Post Penguin, Be Wizard 2013.

1. HANNAH SMITH
SEOmoz Associate.
Writer for SEO Chicks & State of Search.
Caffeine addict.
Principal SEO Consultant, Distilled
hannah.smith@distilled.net
@hannah_bo_banna

2. SEO Post Penguin
HANNAH SMITH

3. has changed…
@hannah_bo_banna

5. it just got
@hannah_bo_banna

6. april 2012…

7. 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

9. Google Organic
70000
60000
50000
40000
30000
20000
10000
0
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12

10. like panda we’ve seen
updates…
but they are
far less frequent

11. May 25 th 2012
Penguin 1.1
@hannah_bo_banna http://searchengineland.com/google-pushes-first-penguin-algorithm-update-122518

12. October 5 th 2012
Penguin 3
@hannah_bo_banna http://searchengineland.com/google-penguin-update-3-135527

13. to give some context…
april 2012 – february 2013:

14. Panda Updates
@hannah_bo_banna

15. DMCA
@hannah_bo_banna insidesearch.blogspot.com/2012/08/an-update-to-our-search-algorithms.html

16. Result SERPs
@hannah_bo_banna http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination

17. @hannah_bo_banna http://www.seomoz.org/blog/googles-emd-algo-update-early-data

18. Page Layout
@hannah_bo_banna http://www.seroundtable.com/google-page-layout-update-15815.html

22. all the
makes diagnosis difficult
@hannah_bo_banna

23. but not
impossible
@hannah_bo_banna

24. step 1:
diagnosis

25. @hannah_bo_banna /

26. @hannah_bo_banna http://www.seomoz.org/google-algorithm-change

27. @hannah_bo_banna http://www.panguintool.com/

28. step 2:
page level
keyword level or
sitewide?

29. can you get a
new page ranking
for a non-competitive keyword?
@hannah_bo_banna

30. yes?
page level or
keyword level
@hannah_bo_banna

31. no?
sitewide
@hannah_bo_banna

32. page level or
keyword level?

33. move your content
to a
brand new page
@hannah_bo_banna

34. the content on:
www.yoursite.com/hotels-in-rimini
moves to:
www.yoursite.com/rimini-hotels
@hannah_bo_banna

35. 301 or rel-canonical
www.yoursite.com/hotels-in-rimini to www.yoursite.com/rimini-hotels
@hannah_bo_banna

36. the penalty
will pass

@hannah_bo_banna

37. does it rank?
@hannah_bo_banna

38. no?
keyword level
@hannah_bo_banna

39. yes?
page level
@hannah_bo_banna

40. sitewide /
keyword level
recovery

41. @hannah_bo_banna

42. then
@hannah_bo_banna

43. @hannah_bo_banna

44. then
@hannah_bo_banna

45. @hannah_bo_banna

46. or move to
a new site

47. 301 or rel-canonical
@hannah_bo_banna

48. the penalty
will pass

@hannah_bo_banna

49. link building
post penguin

50. just because you’ve
not been hit
@hannah_bo_banna

51. doesn’t mean you’re
bullet-proof
@hannah_bo_banna

53. what does an ‘unnatural’ link
look like?
@hannah_bo_banna

54. @hannah_bo_banna

55. homepage is
PageRank zero
(or has lost PR)
@hannah_bo_banna

56. the page that your link is on
isn’t indexed
@hannah_bo_banna

57. site is
openly
selling links
@hannah_bo_banna

58. site sells advertorials with
followed links
@hannah_bo_banna http://www.davidnaylor.co.uk/interflora-what-really-happened.html

59. site features
commercial anchor text links
for a variety of niches (often in)
sidebars &
footers
@hannah_bo_banna

60. few or no
social signals
(tweets, likes, comments etc)
@hannah_bo_banna

61. site contains lots of
low quality
and / or
unrelated
content
@hannah_bo_banna

62. site shows
no sign
of editorial control
@hannah_bo_banna

63. site is
infected
with malware
@hannah_bo_banna

64. @hannah_bo_banna

65. WWMCT?
could you show this link to Matt Cutts?
would he think it was ok?
@hannah_bo_banna

66. how much can you
get away
with?

67. If you don’t have
a single, genuine,
editorially given link…
@hannah_bo_banna

69. I thought it was all about
anchor text

70. most SEOs agree you should have
50%+ branded
anchor text
@hannah_bo_banna

71. but in the future I think it’ll be
the links
not the anchor text
that will be the problem
@hannah_bo_banna

74. we’re swiftly reaching the
brink
@hannah_bo_banna

75. ‘faking it’
requires almost the same amount of
effort as
@hannah_bo_banna

76. ‘making it’
@hannah_bo_banna

77. add
value…
@hannah_bo_banna

79. 87
linking root domains
@hannah_bo_banna

81. 121
linking root domains
@hannah_bo_banna

83. remember
where we started?
@hannah_bo_banna

84. has changed…
@hannah_bo_banna

86. it just got
@hannah_bo_banna

87. start doing
great things
@hannah_bo_banna

89. any
questions?
@hannah_bo_banna hannah.smith@distilled.net

90. 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