1. December 19, 2013
Google Updates &
Penalties:
How to Diagnose &
Recover

2. Promodo at a Glance

3. SEMRush is a
competitor research
tool with a regularly
updated database of
over 95 million of the
most expensive
keywords used to
drive traffic to
websites through
Google Adwords and
Google’s organic
search results.

4. Speakers
Katherine Golovinova
SEO and Marketing Specialist
at Promodo
Alexandra Tachalova
Marketing Manager at SEMrush

5. Webinar main points
Differences between manual & algorithmic
penalties
Penguin-related penalties
Panda-related penalties
How to diagnose what you’ve suffered from
How to get ready for a reconsideration request
submission & how to submit it correctly

6. Differences Between Manual
& Algorithmic Google
Penalties

7. ● Backlinks from low-quality sites
● Unvaried backlink mass
● High percentage of backlinks with keyword-rich
anchor texts
Not quite correct

8. Manual action
Algorithmic penalties
Notification in GWT
No notification
At any time
Google moderators’ decision
Once a new update is rolled out
Penalty is applied algorithmically

9. Penguin Related Penalties &
Manual Actions Applied For
Unnatural Links

11. Unnatural links characteristics
1. Inbound links from low quality sites
2. Inbound links from sites of an unrelated niche
3. Inbound links with commercial (keyword-rich) anchors
4. Unvaried backlink mass
5. Footer links

12. Manual actions

13. Manual actions
Targeted action to a site

14. Manual actions
Manual action to an entire site

15. Panda Related Penalties &
Manual Actions Applied For LowQuality Content

16. Low-quality site characteristics
1. Poor quality content
2. Duplicate content
3. Large amount of advertising
4. Content that doesn’t bring any value to users

17. How To Diagnose What
You’ve Suffered From

18. Panda poll
1. Is your site not appearing in Google
search results, or is it performing
more poorly than it once did?
2. Was there a Panda update recently?
(http://moz.com/google-algorithm-change)
3. Did you discover duplicate content on your site?

19. Penguin poll
1. Is your site not appearing in Google
search results, or is it performing
more poorly than it once did?
2. Was there a Penguin update recently?
3. Did you discover an excessive number of inbound
links with keyword-rich anchors pointing to your site?

20. What to Do & How to Get Ready
For a Reconsideration Request
Submission

21. Panda algorithmic penalties & low-quality,
content-related manual actions
1. Remove duplicate content (duplicate
content pages) from your site
2. Write high-quality, unique content
3. Bring value

22. Penguin algorithmic penalties & unnatural linksrelated manual actions
1. Download inbound links
2. Analyze links pointing to your site

23. Penguin algorithmic penalties & unnatural linksrelated manual actions
1. Keyword-rich anchors
2. Article catalogues
3. Link exchange sites
4. Sponsored reviews
5. Catalogues for site submission
6. Footer links

24. Penguin algorithmic penalties & unnatural linksrelated manual actions
1. Download inbound links
2. Analyze links pointing to your site
3. Take bad inbound links down
(http://www.promodo.com/blog/webinar-materials-toolkit-for-diy-seo-audit-of-your-website)
4. Disavow bad backlinks
5. Document the efforts done
6. Send the reconsideration
request

25. Manual actions targeted at unnatural links

26. What are we going to talk about?
• Diagnose what penalties you’re suffering from
• Find whether your competitors suffered from
Google penalties and grab all the benefits at
once
• Find not provided keywords (which are really
not so “not provided”)

27. Was my site affected?
More than 2
times drop

28. How can you find the reasons?
• Analyzing changes in rankings and site
indexation
• Walking through backlinks and sorting out the
bad ones
• Working with a duplicate content and other
related issues

29. Changes in website rankings
Google Webmaster Tool

30. Changes in website rankings
Google Analytics
• The best indicator is a sharp drop in organic Google
traffic
• A site search has shown a problems with rankings for a
branded queries or website name

31. Changes in website rankings
How to set up search queries report in Google Analytics?

32. Changes in website rankings
How to set up search queries report in Google Analytics?
1
4
2
3

33. Walking through Backlinks
How about using tools?

34. Walking through Backlinks
Website: barclayswealth.com
Suffered from Google Penguin update in October 2013

35. Walking through Backlinks
Website: barclayswealth.com
Backlinks analysis and quality….

36. Walking through Backlinks
Backlinks analysis…

37. Duplicate content and etc

38. Duplicate content and etc

39. And what about competitors?
http://puu.sh/5QBpW.png

40. Free online marketing audit
We would like to invite you all to a free, 10-15 minutes-long,
personalized webinar for a quick audit of your website and
marketing campaigns by Google-certified experts.
-
Quick usability audit of the existing site;
Quick SEO audit and review of existing analytics;
Audit of PPC campaigns;
Technical audit;
Best practices of conversion rate optimization;
General online marketing strategy insights.
Free online marketing audit
http://www.lp.promodo.com/guides/free-site-audit/

41. Thank you for attending!
Katherine Golovinova
Alexandra Tachalova
e-mail: e.golovinova@promodo.com
Skype: katherineglvnv
e-mail: a.tachalova@semrush.com
Skype: a.tachalova
SEO & Marketing Specialist
at Promodo
Marketing Manager
at SEMrush

42. Please follow
Semrush.com/blog
Promodo.com/blog
Twitter.com/semrush
Twitter.com/promodo_en
Facebook.com/SEMrush
Facebook.com/promodo