SMX London 2012 presentation - Understanding Google Penalties
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SMX London 2012 presentation - Understanding Google Penalties
- 1. UNDERSTANDING SITE PENALTIES IN A BLACK AND WHITE ANIMAL WONDERLAND! SIMON PENSON MD, ZAZZLE MEDIA @simonpenson
- 2. WHY IS THIS PANDA SO MAD? @simonpenson
- 3. BECAUSE THIS GUY STOLE HIS THUNDER?! @simonpenson
- 4. WHAT IS THE ‘PENGUIN UPDATE’? D-DAY APRIL 24TH 2012 PANDA + PENGUIN COMBINE = WEBSPAM ALGORITHM FILTER @simonpenson
- 5. IT’S A FILTER – LIKE PANDA – TO KILL SPAM BUT WITH GREATER IMPACT Penguin is not constantly running but rather is used to tag things as spam above-and-beyond Google’s regular spam filtering on a periodic basis. EXPECT MORE… WITH GREATER IMPACT @simonpenson
- 6. IT’S NOT JUST ‘ANOTHER UPDATE’ ANOTHER ‘DAY IN THE OFFICE’ TWO PANDA UPDATES IN 8 DAYS = NEW PROCESSING POWER TARGETING: @simonpenson
- 7. PANDA FIXES ARE IRRELEVANT WHEN PENGUIN’S AROUND… YOU CAN FORGET CONTENT RULES IF A LINK PENALTY STRIKES… @simonpenson
- 8. REALISATION: BLACK AND WHITE ANIMALS ARE NOT CUTE AND CUDDLY!!! No @simonpenson
- 9. AND NEITHER IS GOOGLE - BE AFRAID @simonpenson
- 10. WHY ARE WE AFRAID? @simonpenson
- 11. HOW DO WE DEFEAT THIS FEAR? The Continuum of Understanding @simonpenson
- 12. IT’S BRAIN TIME FOLKS… IT’S BRAIN TIME FOLKS… @simonpenson
- 13. SOME BACKGROUND… HOW DOES GOOGLE ‘CHECK’ OUR LINKS? Type of Link – image, text etc Age of Link Number of Links on the page Anchor Text Location on the Page – Paid Link Placements, sitewides etc Relevance of other outbound links Age of Page Last date of edit – Google Freshness Domain level metrics – age, authority, relevance, TLD, Penalties, Reciprocity PRO TIP > ANCHOR TEXT IS DEAD > REPLACED BY RELEVANCE OF PAGE @simonpenson
- 14. DATA – DISCOVERY/RESEARCHING UNDERSTAND YOUR LINKS Understand your Anchor Text How Many PR0 Links?! @simonpenson
- 15. INFORMATION - ADD CONTEXT/ABSORB ADD IN COMPETITORS Standout in Groups of Links = Spammy Lots of Low Value Links = Spammy @simonpenson
- 16. KNOWLEDGE – EXPERIENCE OVER TIME/DOING KEEP AN EYE ON YOUR BACKLINK ACQUISITION @simonpenson
- 17. WISDOM – LIVING IT TESTED: CASE STUDY TIME CASE STUDY – WE TESTED THE THEORY IN THE WILD… THE RESULT? @simonpenson
- 18. GOOGLE GOT US…
- 19. AND THIS IS WHY… FROM COOKED ANCHOR TEXT TO THIS…TRAFFIC ARMAGEDDON @simonpenson
- 20. WANT SOME BLACK AND WHITE ANIMAL LOVE? UNDERSTAND YOUR LINKS Data Information Knowledge Wisdom REWORK IF NECESSARY….. Remove Over-Optimised Anchor Text Links - + 20% brand terms Avoid/Remove Sitewides Remove Unrelated Links Add High Quality Links from Content @simonpenson
- 21. THANKS! Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UK DOWNLOAD IT >SLIDESHARE READ IT >SEARCH ENGINE WATCH
Notas del editor
- Jesus – angry panda, what could posses him to do such hideous things? It’s all because of this guy…
- Two words – this guy – gun toting, killer penguin. Panda’s a loner not a batman and robin guy but that’s what’s he’s got – a webspam sidekick – you’ll have heard a lot about him in recent days
- Head in sand heard about a plethora of updates in recent weeks – inc this announcement by google to ‘clean up webspam’ LOTS OF CONFUSION AROUND PANDA OR PENGUIN. GOOGLE’S WEBSPAM ALGO FILTER – TO REWARD GREAT CONTENT AND USER EXPERIENCE
- Expect it to run alongside panda in the fight against webspam – WITH GREATER IMPACT
- Structural change – google invested in processor power, opening new server farms to do this….
- So why so much on penguin – because panda fixes and strategies are irrelevant when Penguin strikes
- Black and white animals are no longer cute and cuddly….evil site killers!
- Neither is google. Check those eyes out…..
- Why are we afraid? As seos’s we like to dig deep into an issue to solve it and this is no different. It comes down to this – FEAR OF THE UNKNOWN
- CONTINUUM OF UNDERSTANDING – 4 STAGE PROCESS TO UNDERSTANDING AND BREAKING DOWN A COMPLEX ISSUE LIKE A SITE PENALTY.Data – researching,Information has context. Absorbing. Knowledge Doing, interactingWisdom is the ultimate level of understanding. Reflecting
- BRAIN TIME….
- FIRSTLY SOME BACKGROUND – UNDERSTAND HOW GOOGLE CLASSIFIES AND MEASURES OUR LINKS – MYRIAD OF WAYS – PRO TIP – LINK SIGNAL OFF – ANCHOR TEXT – ITERATED REPLACED RELEVANCE OF A PAGE
- Data RESEARCH AND GATHERING AND DISCOVERY.ANCHOR TEXT – UNDERSTAND ITINBOUND LINKS BY PAGERANK
- 2 – INFO – ADD CONTEXT AND THAT MEANS COMPETITORS – MACHINE LEARNING ALLOWED GOOGLE TO UNDERSTAND LINK PROFILES IN CONTEXT OF SITES AROUND THEM.SHOWS WHERE ON THE PAGE YOUR LINKS ARE PLACED – GROUP OF LINKS / SHORT PARAGRAPH OF TEXT = PAID PLACEMENT- SEEN B4 – LINKS BY PAGERANK – LOTS OF LOW VALUE RELATIVE TOInformation has context. Data is turned into information by organizing it
- 3. Knowledge UNDERSTANDING THE CONTEXT, NOT JUST THE INFORMATION AND EXPERIENCEBACK ACQUISITION GRAPH1. KEEP A NATURAL, SMOOTH INCLINE….AVOID PEAKS AND TROUGHS2. BUDGIE IN MINESHAFT – DROP IN LINKS COULD WARN YOU OF DEVALUATION/PENALTY.
- Wisdom is the ultimate level of understanding. EXPERIENCEBEST WAY OF DOING THIS IS TO TEST IN THE WILD – WE DID SO AND THIS HAPPENED
- POW – GOOGLE GOT US – NO ESCAPE
- AND HERE’S WHYBUILT EXACT MATCH LINKS TO TWO MAIN TERMS ON A YEAR OLD SITEAND WITHIN 5 WEEKS WE HAD EMAILWisdom is the ultimate level of understanding – PERSONAL EXPERIENCE
- TO SUM UPSTRUCTURE YOUR WORK AND USE THE CONTINUUMREWORK IF NECESSARY
- THANKYOU – MY NAME IS SIMON PENSON, MD ZAZZLE. IF YOU WANT TO CATCH THE DECK AGAIN SLIDESHARE AND SEW – TWEET LINKS LATER.