A detailed look at how Panda and Penguin work, why it means there are many more updates like them coming, and how to future proof your online marketing efforts
2. 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 them
2 significant exits so far
Twitter: @stonetemple
Google Plus: +Eric Enge
@stonetemple / + Eric Enge
3. 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
@stonetemple / + Eric Enge
4. First Panda
Feb 23, 2011
Attacked poor
content sites
Many updates
since then (on
version 3.9)
@stonetemple / + Eric Enge
5. Matt Cutts on “Link Building”
“It segments you into a
mindset, and people
get focused on the
wrong things”
@stonetemple / + Eric Enge
6. Then Penguin
April 24, 2012
Speculation is that this
targeted:
Bad anchor text mix
Comment spam
Paid guest posts
Article marketing sites
@stonetemple / + Eric Enge
7. Panda/Penguin/Page Layout Algorithm Structure
Questionable SEO /
Link Building Tactic Ranking
Identified Adjustment
Score
No Can we
Write an Penguin/Panda
Algo to Algo Scheduler
Flag it?
Yes
Master
Create the Algo Google
Run the Algo Index
@stonetemple / + Eric Enge
8. Simplified View
Massive Main
Offline Ranking
Adjustment Google
Calculation Score
Algorithm
@stonetemple / + Eric Enge
9. 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
@stonetemple / + Eric Enge
10. Matt Cutts on Panda/Penguin
“… you are right that
these algorithms do
represent new types of
capabilities for us.”
@stonetemple / + Eric Enge
11. Article Directory Example (My Theory)
Extract List of Calculate
Sites Quality
Participating Adjustment
Put in DB
Build List of Sites For Main
With Large % of Algo
Link Juice from
Art. Dirs.
@stonetemple / + Eric Enge
12. Article Directory Example
Extract List of Calculate
Sites Quality
Participating Adjustment
Put in DB
Build List of Sites For Main
With Large % of Algo
Link Juice from
Art. Dirs.
@stonetemple / + Eric Enge
13. So What’s Next?
(Speculation Ahead!)
@stonetemple / + Eric Enge
17. 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.”
@stonetemple / + Eric Enge
19. 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.
@stonetemple / + Eric Enge
20. 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 …
@stonetemple / + Eric Enge
21. Does Your Anchor Text Look Like This?
6% 12%
10%
11%
11%
13% 23%
14%
@stonetemple / + Eric Enge
22. Or, Like This?
Brand Generic
Name(s) Words
Domain
Or URL
@stonetemple / + Eric Enge
23. Highly Commercial Term Results Manual Review
Take the Top 500
Commercial Spaces
Review Results by
Hand
@stonetemple / + Eric Enge
24. Thin Geographic Pages
Seattle Pizza Boston Pizza
We offer the best We offer the best
pizza in Seattle. pizza in Boston.
Using only local Using only local
Seattle ingredients, Boston ingredients,
we help create jobs we help create jobs
@stonetemple / + Eric Enge
25. 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 …’ ”
@stonetemple / + Eric Enge
26. The new way of thinking …
What would you do
if there was no
Google?
Would users be
upset if you are not
on the first page of
the SERPs?
@stonetemple / + Eric Enge
30. The Synergy We’re Looking For
Shared on
Social Networks
Helps Drive
New Followers,
Fans, Friends
Traffic, Links & New Subscribers
@stonetemple / + Eric Enge
31. The Synergy We Are Looking For – Step 2
(Influencers)
(Sharing)
(Your Stuff)
@stonetemple / + Eric Enge