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Google Penguin Update & the Futureof Internet Marketing…
JUNE 5, 20122:00 PM EST
Engage on Twitter @webimax
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Google Penguin Update & the Future of Internet Marketing
What is going on in the minds of Google? Over 50 updates per month and more than 500 updates per year. There are more questions now than ever regarding how to best optimize your site and play within the rules set by Google. The future of SEO and Internet marketing has not only changed over the year but, most recently, over the past few weeks. Online marketers are questioning there link profiles, SEO work they have done in the past and what they should do moving forward.
• EFFECT – IDENTIFY ISSUES• CAUSES - TRIGGERS• RECOVERY – TIPS & STEPS• THE FUTURE
Ken WisnefskiFounder & CEO
Chris CounteyDirector of SEO
Mike StrickerDirector of SMO
Todd BaileyVP of Digital Strategy
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Quick Introduction
Ken WisnefskiFounder & CEO
ENTREPRENEUR
FOUNDER OF
FEATURED ON NATIONAL MEDIA
Member of the Philadelphia Business Journal 40 Under 40
South Jersey Business Journal 40 under 40
Forbes America's Most Promising Companies Winner
Philadelphia Business Journal Best Places to Work
South Jersey Business Journal Fastest Growing Company
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Quick Introduction
Ken WisnefskiFounder & CEO
Penguin is: A Google algorithm update with a penalty
aspect included Applies to 3.1% of queries If you target high volume key words, you
are subject to Penguin It has reached Penguin 1.1, which is a data
refresh affecting .1% of queries
WebiMax has been featured and written many pieces about the Penguin Update and it’s impact
755,000 or more GWT Messages went out to
webmasters 85,000 or more blogs were de-indexed It is likely that well in excess of 1M websites
have been affected to date
additionally
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Penguin Explained
Penguin is an update that penalizes websites for “bad behavior” but is not a penalty itself.
• Penguin, like Panda, exists outside the scope of the main algorithm
• Penguin will receive a data refresh at undisclosed intervals, much like Panda
• Removing spam links and duplicate content will immediately restore rank
• Penguin is algorithmic as opposed to a manual tweak to your website specifically
Google is constantly trying to improve its search engine for their customer: the person searching. This is the only constant in Google’s history. Everything else that has changed can be linked to this goal.
Google uses artificial intelligence and calculations to make decisions about which pages are right for your query.
WHAT IS PENGUIN?
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• The best indicator is a sharp drop in organic Google traffic on or around April 25, 2012
• A site search for your brand or domain name will also reveal a problem
If your brand or your domain does not appear at the top of page 1 of Google when searching for your domain, your site was probably affected
Penguin Explained
WAS MY SITE AFFECTED?
Penguin Timeline
7Made with Office Timeline 2010
The impact of this update was not subtle. Sites that were affected saw a dramatic drop in organic traffic from Google.
' 12 Apr May ' 12
"Webspam Update", later known as "Penguin" rolled out4/24/12
Matt Cutts hints at an "over-optmization" update at SXSW3/16/12
Time Between Penguin Updates4/24/12 5/25/12
Mar
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Penguin Explained
Some sites that were impacted by Penguin had messages like the one below appear in their Google Webmaster Tools account
OTHER EVIDENCE
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Penguin Explained
If your website dropped in rank drastically, you may not have received a direct hit from Penguin.
Websites that link to you may have instead been severely hit and removed entirely from Google’s index.
This would result in a loss of “link juice” and ultimately, loss of positions in the SERPs.
Dropping just 1 position in the SERP can have a dramatic effect on traffic.
INDIRECT PENGUIN HITS
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Penguin Explained
Triggers and Vulnerabilities
Competitive Queries! Over-Use of the 3.1% particular "money keywords" or "competitive queries" (transactional or converting keyword phrases with buy…, best…, cheap…, instant cash loans, auto insurance, etc.)
CAUSES
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Penguin Explained
Overuse of Exact-Match Anchor Text links Over-reliance on exact-match anchor text, instead of expected human-built links using domain name, brand name, URL, ‘click here’, etc.
CAUSES
(exact-match anchor text in irrelevant (thin, shallow, scraped) content on low quality domains, article farms, content farms, or in in combination as comment spam or usernames, etc.)
[especially as it applies to Keyword-Named Domains and URLsthreshold 60 - 65% VS brand-name or domain-name anchor text] (OSE or Ahrefs)
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Penguin Explained
Too Many Links from Low-Quality Websites especially in association with other factors
CAUSES
• Irrelevant domains, encyclopedic link farm directory, “SEOfreeDirectory”, foreign-language directory• Disproportionate number of bad blogs, dirty directories, articles, link farms• Prevalence of Links from irrelevant content, pages and/or domains • Immoderate Reciprocal Links that result in irrelevant links • Links from Duplicate Content (thin, shallow, scraped)
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Penguin Explained
Links from Associated Websites or a Link Scheme, whether paid or home-grown
CAUSES
(i.e. same IP, similar C names, matched Analytics code) (Ahrefs, Majestic Neighbourhood, WhoRush)
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Penguin Explained
Imbalance of Link Types
CAUSES
(blog comment spam, ‘dumb’ directories, shallow articles, inauthentic social bookmarks etc.) (Link Detective or sort)
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Penguin Explained
Links from irrelevant Foreign Websites
CAUSES
Links from Paid Links/Premium Links/High PR Links Networks (web business owner should know what’s paid; agency or SEO should know)
Examples of De-indexed or penalized Link Networks:
BuildMyRank (BMR) AuthorityLinkNetwork (ALN) Unique Article WizardMyArticleNetworkBlogBlueprintLinkVanaArticle Marketing AutomationArticleRanksSEOLinkMonster RankJumpers… etc.
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Penguin Explained
Too many Site-Wide Links (from every page of a website: sidebars, blogrolls, global footers, etc) (OSE or Ahrefs)
CAUSES
Bulk Linkbuilding
Links from Bad Neighborhoods, Penguin-bit sites, de-indexed Link Networks and blocked Blog Link Wheels, penalized directories, etc. (supplementary, domino-effect) (check blacklists, indexation, rank for domain name or page title)
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Penguin Explained
Lack of Trusted Links - Few relevant incoming links from authoritative domains and websites in the same niche or from the CORE high-authority trusted 100
CAUSES
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Penguin Explained
Identification of worst links Check index status of (bad) linking websites Document contacts of offending websites or sources of “bad” Inbound Links "Link Purge" - Ask/beg/pay to have links removed – record communications Disassociate from Link Schemes whether your own link wheels or paid satellite sites, feeder sites Resign all paid links (except trusted vertical directories Angie’s List, Thomasnet, or Yahoo! Directory)
Fix all these link issues, eliminate any on-site instances of keyword stuffing, spun content, cloaking, and other spammy tactics
Submit the site to the Google Penguin Feedback Form with:
• Citations of efforts
• What guided your decisions - similar to WMT letter or “Another step to reward high-quality sites”
• Lists of deleted links
• Lists of linking sites that defied contact
• Commitment to principles of Google Quality Guidelines
Produce tangible evidence of on-site social engagement by real people with your website, pages and products, as well as your off-site
social media channels themselves. Build better evidence of genuine authority, proximity to trust and useful content among a relevant suite of naturally-associated websites. Do
this both by sensible link-building and real social engagement using authenticated personal and company profiles, both on-site and off.
RECOVERY
https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ
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The Future of Internet Marketing
What’s the FutureOf SEO?
• Understand Google's Strategy• Authors Hold the Key• Social Engagement Optimization• Social Signals• Social Visuals• Segmented Traffic Optimization• Relationships• Authority PR Campaigns
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The Future of Internet Marketing
Brand - Google focus on big brands Citations & Trust – Google rewarding these signals Social – Identity signal: +1 content = higher CTR (indirect relation) Personalized Search is a Reality – Affects SEO through social
connections and increased CTR (indirect relation) Authorship – Identity signal: rel=Me/Author (AUTHOR RANK)
Investment VC has steered to Enterprise SEO, Social Signals and API Development
Innovation Leaders SEOmoz Majestic SEO HubSpot
SERP Rankings Still important to understand the health of a site Focus should be placed more on what Analytics is telling you:
• Conversion Optimization• CTR and Time on Site/Page
Google uses human quality raters extensively in testing algorithm changes
GOOGLES STRATEGY
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The Future of Internet Marketing
WHO IS IMPORTANT:• PR• Journalists• Writers• Bloggers
AUTHORS HOLD THE KEY
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The Future of Internet Marketing
SEO
earch
ngine
ptimization
ocial
ngagement
Links
Off-Site Articles Black Hat
On-Site Content
Social Media Engagement indirectly affects SEO in a positive way with personal search, CTR’s as well as earned authority.• Authoritative Identities• Post• Monitor• Engage
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The Future of Internet Marketing
Author Rank
Aberrations or Deviations in Ranking Signals – Unnatural
Google’s new direct answers results in more searches
SOCIAL SIGNALS
Relevancy is King!
50 updates per month 500 updates per year20,000 experiments in 2011
Amit SinghalSenior VP - Google
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The Future of Internet Marketing
• Brand vs. Non-Branded• Organic Traffic Interaction Goals (or Events)
• The anticipated merge between SEO, SMO and Content Marketing with PR is now and is titled Inbound Marketing
• Not just Press Releases• Creating relationships with communities, blogs, news outlets• Guest Blogging with authoritative authors
SEGMENTED TRAFFIC OPTIMIZATION
RELATIONSHIPS
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The Future of Internet Marketing
What Does an Internet Marketing Campaign Look Like?
• On-Site Optimization (Technical – Within Google Guidelines)
• Content – Fresh ON and OFF Site Content (High Quality)
• Guest Blogging – Relationship Focused / Relevancy
• Brand Monitoring – High Priority on Reviewing your Link Profile
• Link Building – Less Focus on Anchor Text (Diversify), More Focus on Trust at the Core of Integrity
• Public Relations – Pitches, Interviews, Citations and more
• Social Engagement – Routine Updates and Communication
• Thought Leadership – Become an Influencer, Authoritative Content, Whitepapers, Webinars
• Earned Shares – Position High Quality Content Socially and Market
• Traffic Replacement – Paid Opportunities, CPM/Ad Networks, Retargeting, Referral Traffic, Display
• Gamification – Customer Rewards, Loyalty, Badges, Discounts, Coupons
• CSEs (Comparison Shopping Engines) – Free or Paid (Google Merchant now Google Shopping)
• RSS & Subscribers – Build Authority for your Site through its Feeds – RSS, Aggregator & Subscriber
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The Future of Internet Marketing
Q&A
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