9. Panda vs. Penguin: Cliff Notes Version
Panda targets low quality content, thin
content, duplicate content, etc.
Penguin targets spam (and at this point
it’s heavily targeting unnatural inbound
links).
12. Focus on Penguin
“The change will decrease rankings for sites that
we believe are violating Google’s existing
quality guidelines”
Targeting spam, not over-optimization
Typically 500 smaller updates annually
Penguin has impacted about 3.1% of queries
(compared to 2.23.11 Panda 1.0’s 12%)
Lives outside of main search index (like Panda)
13. Human Elements of Penguin
Human quality raters evaluate content
Machine-learning = identifying patterns
May also reward properly optimized sites
14. What is Penguin?
Domains (exact keyword match, parked)
Page titles & navigation (keyword-stuffing)
Cloaking, redirects & doorway pages
15. What isn’t Penguin?
Change history illustrates a variety of
changes
Exact Match Domain (EMD) update
separate
27. Placating Penguin
Consolidate similar pages
404 offending pages or move to a new
domain
Be thoughtful with advertising placement
Delete, Destroy or Dilute offending links
29. Placating Penguin
Remove unrelated or very low quality links
Get more high quality and relevant links
Vary your anchor text
Take it easy on the internal “SEO” linking
If you are doing sponsored links, be careful!
Cancel or remove unnecessary footer links
30. Placating Penguin
Understand Google Webmaster Guidelines
Fix the obvious problems
Resubmit to Google once 100% repaired
If form doesn’t work, post to Webmaster
Forum
31. Post-Penguin Best Practices
Good design & experience = rankings
Multimedia experience = images & video
Don’t forget social media: trust & authority
Matt Cutts, Google “…the reputable sites
Search Quality tend to spell better and
engineer & industry the sites that are lower
PageRank, or very low
hero PageRank, tend not to
spell as well."
32. Conclusion
Diagnose impact of Penguin & Panda
Clean up your act
Design for end users, not search engines
Create compelling, unique & engaging
content
Optimize, syndicate & promote your content
Focus on engagement metrics
33. Resources
Brick: Marketing Google Panda Updates
Google Webmaster Guidelines
SEL: Webspam Targeted in Update
SEL: Google Panda Update
SEL: Penguin Recovery Tips
SEOmoz: Google Algorithm Change
SEOmoz: Panda & Penguin Panic
SEOR: Google Penguin Warning
B2C: How to Fight Penguin-Panda Updates
Mashable: Google Penguin Recovery
34. Thank You
Read articles & white papers in Anvil Resources section
Sign up for our monthly email newsletter & webinars
Read our blog or follow us on Twitter (@AnvilMedia)
Ask questions about search, social media or mobile
marketing
@KentLewis
President & Founder
Anvil Media, Inc.
503-260-6700
kent@anvilmediainc.com
Editor's Notes
Over the past two years, Google has spent a good deal of effort cleaning up its search results with updates to their algorithm. Known as Panda and Penguin respectively, the updates meant to actively target low-quality and spammy websites. Unfortunately, many credible websites were caught in the crossfire and companies have lost significant traffic and revenue as a result. In this presentation, Anvil Media President & Founder Kent Lewis will outline best practices for determining if your website has been penalized and how to get back into Google’s good graces. From this session, you will develop a roadmap to get your website out of penalty, or take advantage of the latest algorithm updates to get a jump on your competition.
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