Penguin 3.0: What Marketers Need to Know - Slides

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FAQs


1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update

2 Why Should Marketers Care? Link Building is a Critical SEO Component

3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings

4 Live Q&A Ask Your Toughest SEO Questions

On the Agenda


The penguin is back.

/ What is Panda 3.0?

3.0 hates spammy link building.


What makes 3.0 different? / What is Panda 3.0?


First Penguin in over a year. 1


1.0 1.1 1.2 2.0 2.1 3.0

April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13

Penguin 3.0 started on October 17th, 2014.


Google announced the update. 2


Source: Search Engine Land

Google warned SEOs about Penguin 3.0 weeks before the release at SMX.


3.0 may hint at something bigger. 3


1.0 1.1 1.2 2.0 2.1 3.0

April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 Oct ‘14

Many speculate 3.0 is a refresh, prepping for a much larger update soon. ?

Source: Inc Magazine






On the Agenda


SEO leads bring home the bacon. 93% of all consumers search before making a purchase.

Source: Search Engine Land

/ Why Should Marketers Care?


Source: McKinsey, http://cmsoforum.mckinsey.com/topic/roi

SEO leads bring home the bacon. SEO leads cost 60% less & close 2x faster than any other digital channel.

Source: eConsultancy



Link building is a critical SEO factor.


Source: Jason DeMers, Forbes Magazine

Your Website

Inbound links to your website remain the most

significant element of Google’s ranking

algorithm.


Penguin changed link building.

Link building used to mean chasing after more links & exact match anchor text.

Modern link building must be done the old fashioned way: Promoting quality content.

Link Building Now Link Building Before







On the Agenda


First, identify the penalty.

Or, manual? Is it an algorithm? þ Message from Google in

Webmaster Tools account. þ Does drop in organic traffic

coincide with algorithm updates?

þ Moz’s Google Algorithm

Change History is a great resource.

Source: Search Engine Watch; Google Unnatural Links Manual Penalty: A Recovery Guide

/ What Should Marketers Do Now?


If it is Penguin, launch your recovery plan:


2

3

Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

1

4

Resubmit your site for Google reconsideration. 5


Follow the new link building blue print.



Keep guest blogging. 1


Matt Cutts Google Head of Web Spam

“Stick a fork in it: guest blogging is done; it’s just gotten too spammy.”

*When used strictly for

search rankings


TIP: Don’t forget to vary anchor text & use “rel=canonical” tags when needed!

Keep guest blogging. 1


Increased organic traffic.

More brand mentions & implied links.

When done right, high-quality guest blogging can deliver:

2

1


Create content people like. 2


They’ll naturally link to it!

2

3

Infographics

Videos

1

How-to guides, eBooks, etc.


Create content people like. 2


Great content is worth the time, budget, and effort.

þ  3,553 leads to date. þ  23 new sales opportunities.

þ  Feature on high profile blogs like, MarketingLand.


Don’t under estimate social media. 3


Social signals have the highest correlation with rising search rankings.

Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.


Don’t under estimate social media.


Strong social media activity influences overall domain performance:

Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.

2

3

Signals strong brand awareness.

Indicates new, quality content is added to the site.

Produces frequent direct traffic.

1

3

4 Share-worthy content naturally builds links and earned media.






On the Agenda

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