Penguin is now a few months old, and this deck is a bit of a look at what it should teach us about SEO.

1. Post-Penguin SEO
TOM ANTHONY

2. Penguin - What changed?

3. Should SEOs be thinking about anchor text at
all any more?
Tom Anthony | @TomAnthonySEO

4. Should SEOs be thinking about anchor text at
all any more?
We should still pay
attention to anchor 19%
text, but we need to mix
it up. 72%
1%
8%
Yes, just as before. Just from different sources.
Yes, but lower %. Mix in branded links and other non-keyword links.
Just ignore anchor text, get links and don't specify preferred anchor.
Links are dead. Social rules!
Unsure
Tom Anthony | @TomAnthonySEO

5. Post-penguin, what percentage of anchor text
should be branded?
Tom Anthony | @TomAnthonySEO

6. Post-penguin, what percentage of anchor text
should be branded?
Most SEOs think most of
23%
your anchor text should
now be branded.
43%
33%
Under 30% 30-50% 50+%
Tom Anthony | @TomAnthonySEO

7. Source: http://bit.ly/Jp3AYu
Tom Anthony | @TomAnthonySEO

8. Source: http://bit.ly/Jp3AYu
Tom Anthony | @TomAnthonySEO

9. 80 SEOs surveyed.
1 Penguin recovery.

10. Full survey results will be published on
Distilled Blog this week:
http://www.distilled.net/blog/

11. Penguin Was Not Alone

12. Tom Anthony | @TomAnthonySEO

13. Recent Algorithm Updates
August 2009: Caffeine (testing)
May 2010: May Day
June 2010: Caffeine (launch)
Feb 2011: Panda
Nov. 2011: Freshness
April 2012: Penguin
Tom Anthony | @TomAnthonySEO

14. SEO: Post Penguin (and Panda, and May Day)

15. Accept that
paid links
still work
Tom Anthony | @TomAnthonySEO

16. Paid Links & Low Quality Links
Low Quality /
Paid Links Anchor Text
Links
* may not be to scale ;)
Tom Anthony | @TomAnthonySEO

17. Tom Anthony | @TomAnthonySEO

18. Tom Anthony | @TomAnthonySEO

19. Don’t blindly
follow others.
Tom Anthony | @TomAnthonySEO

20. Tom Anthony | @TomAnthonySEO
Image: http://www.shorpy.com/node/3670

21. We got
lazy.

22. Where’s the value?

23. What is the common factor?
May Day
Panda
Freshness
Penguin
Tom Anthony | @TomAnthonySEO

24. All are about value to the user:
May Day Trustworthy
Panda Quality
Freshness Up to Date
Penguin Reputable
Tom Anthony | @TomAnthonySEO

25. Do Guest Posts
add value?
“...when you're just doing it to sort of turn
the crank and get a massive number of links,
that's something we are less likely to count
those links.”
Matt Cutts, Google

26. Do Infographics
add value?
“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.”
Matt Cutts, Google

27. Examples of value...

28. Tom Anthony | @TomAnthonySEO

29. AppliancesOnline.com
Tom Anthony | @TomAnthonySEO

30. AppliancesOnline.com
Tom Anthony | @TomAnthonySEO

31. Be Zebra proof:
Add value.

32. Questions?
Per Eriksson Tom Anthony
@PerfektEriksson @TomAnthonySEO