The Google Penguin real-time algorithm which started rolling out on September 23, 2016, has now rolled out fully to all of Google’s data centers. Those hit by any version of Penguin before — including Penguin 1.0 from April 24, 2012, through Penguin 3.0 from October 17, 2014 — should see an impact to their rankings if they made link cleanup efforts. In this webinar you will learn: What you need to know about the Penguin update How to identify if your site has been negatively impacted How to manage the negative impacts on your website. This presenter for this webinar will be: Pierre M. Fiorini, Ph.D. Managing Partner At CF Search Marketing

1. Google Penguin Check Up - Did You Get
Hit By Penguin? Find Out How To Take
Advantage Of The Update
Pierre M Fiorini, Ph.D.
Managing Partner
CF Search Marketing
pierre@cfsearchmarketing.com
www.cfsearchmarketing.com

2. Contents
• What you need to know about the Penguin update
• How to identify if your site has been negatively
impacted
• How to manage the negative impacts on your
website.

3. What you need to know about
the Penguin update

4. Penguin 4.0
• Google’s focus is delivering the highest quality to
users
• Updates to the Google’s algorithm happen 500-
600 times per year – some reports note up to
2000 times per year
• Here’s a link to updates that impact search:
– https://moz.com/google-algorithm-change

5. Penguin 4.0
PENGUIN IS A LINK “SPAM”
PENALTY ALGORITHM
• Importance: Seeks to reward quality websites and penalize
sites using “black hat” or “over optimization” techniques
• Penalizes sites with:
– Spammy link profiles
– Off-topic link profiles
– Overly optimized anchor text links

6. Penguin 4.0
Penguin 1 on April 24, 2012 (impacting around 3.1% of queries)
Penguin 2 on May 26, 2012 (impacting less than 0.1%)
Penguin 3 on October 5, 2012 (impacting around 0.3% of queries)
Penguin 4 (AKA Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)
Penguin 5 (AKA Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)
Penguin 6 (AKA Penguin 3.0) on October 17, 2014 (impacting less than 1% English
queries). On December 1, 2014 Google confirmed that the update was still rolling out
with webmasters continuing to report significant fluctuations.
Penguin 7 (AKA Penguin 4.0) on September 23, 2016
Now part of core search algorithm – Will
not confirm updates anymore

7. Penguin 4.0
• Google also said this new Penguin algorithm is “more
granular.”
Penguin is now more granular. Penguin now devalues spam by
adjusting ranking based on spam signals, rather than affecting
ranking of the whole site.
• Our interpretation of this statement is that Penguin
might impact specific pages on a site, or it might
impact sections or wide swaths of a site, while other
pages are fine.

8. Penguin 4.0 – Spammy Links Example…
Money or PPC
Keywords

9. Penguin 4.0 – Off Topic Link Profiles…

10. Penguin 4.0 – Overly Optimized Anchors…
dodge dealers nyc
dodge dealers westbury ny

11. How to Identify if your Site has
been Negatively Impacted

12. Evaluating Your Site…
• Has your site been hit by Penguin…
1. Look at website organic traffic
Did traffic taper off after Sept. 23?
2. Check Organic Search Rankings
You Don’t “Show up Anywhere”

13. Identification – Google Analytics
• A major hit
• Same type
of situation
here
Penguin
Check Sept. 30 Going Forward…

14. Identification – Google Analytics
Something’s going on…Downward trend for months and months

15. Identification - Keywords
• Keyword Types
– Make
– Make/Model
– Year/Make/Model
– Service
– Parts
– Others…
• LONG TAIL
– Most traffic comes from there
dodge
dodge dealers ohio
2015 ram dayton oh
ALL OF THESE TYPES OF KEYWORDS PENGUIN HITS

16. Identification - Rankers
Need Rank Checking Software….

17. Identification - Rankers
• Things to look for..
1. Long tail rankings
down/gone
Showing up on pg 3-5
2. Overall site rankings
down for Broad, Dealer
keywords
Showing up on pg 3-5
3. Map Rankings gone
This may happen later
Things to look
for…

18. How to manage the negative
impacts on your website.

19. Managing Negative Impacts
• Disavow, Disavow, Disavow…
• Identify bad links, go to search console and disavow links
– Google will then treat links as “no follow”

20. Managing Negative Impacts
• Build MORE Authoritative links
• Hopefully, that will “drown out” the bad links

21. Managing Negative Impacts
• If those 2 options don’t work…
• You will need to do…

22. Managing Negative Impacts
• Start over with new Url
• Make sure you DON’T POINT OLD DOMAIN TO
NEW DOMAIN

23. Questions???
• Free Dealer Intel
– Uses thousands of keywords
– Your Geos
– Your competitor Urls
– Ranks your site using the Google Algorithm
– Gives a rating of 1-10 along with your competitors