Watch the webinar here: http://www.buuteeq.com/blog/webinar-google-penguin/ Last month, Google released a number of algorithm changes—called Pandas 3.5 & 6 and Penguin—that have changed the way online marketers approach SEO forever. Many small businesses have reported significant losses due to decreased search rankings, and others are using SEO tactics that could put them in danger of a penalty from Google. In this webinar we explain these changes and offer 5 tips on using analytics to protect yourself from Google’s recent updates.

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2. What are they?
Google Penguin is a new
change to Google’s algorithm
designed to combat web spam.
Google Panda, which rolled out last
year and will be updated
continually, penalizes low-quality
content.
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3. What does it mean?
Innkeepers and hoteliers who
have hired SEO agencies to
aggressively work on their
websites are in danger.
With these updates, and Penguin in
particular, Google is now penalizing
websites that are ‘over-optimized’.
Use an analytics tool like buuteeq’s
360 Analytics to see if your property
was affected.
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5. Log Into buuteeq
360 Analytics is the first thing
you see.
Regardless of the tool you use, be
sure to select the appropriate date
range—in this case, the entire month
of April.
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6. Select ‘Website’
Select website traffic.
If using Google Analytics, select the
Organic option.
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7. Look in the ‘Daily Visits’ Box
Results appear in the right-
most box.
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8. Examine the 19th and 24th
Select ‘Unique Visitors’ and
see how your traffic looks on
the 19th and 24th.
If you were hit by Penguin, you will
notice a sharp decline in organic
visits from search engines.
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9. buuteeq’s results
After testing this ourselves, we
discovered that neither
buuteeq.com nor any of our
clients were hit by Penguin.
• See our blog post on this issue
which goes into more detail.
• Google’s Penguin Penalty for
Innkeepers and Hoteliers
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11. Exact Match Anchor Text
If 60% of your backlinks are an
exact match for your targeted
keyword, you are in trouble.
Instead, gain backlinks naturally.
Safe anchor text can include:
• Brand Name
• Domain Name (and variants)
• The word ‘here’
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12. Backlinks from Non-Related Websites
Most of your websites should
come from your niche.
Having a diversity of backlinks is
good. When most of your exact-
match or keyword-laden anchor text
backlinks come from unrelated
websites, however, this is a big red
flag for Google.
Also, backlinks from low-quality
websites can hurt you more than
help you.
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13. Avoid Exact-Match Domains
While exact-match-domains
aren’t the end of the
world, they could be a factor
when combined with other
issues.
If you currently use an exact-match
domain, there is no need to scrap it if
it is still working for you. But be
careful when choosing new domains
in the future.
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14. Low Quality Content
Make sure each article is
unique and free of spelling &
grammatical errors.
Your website should have as much
quality content as possible, with
great information and good videos
and images.
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15. Beware Who You Link To
Linking to other websites is
good for the web community.
However, if you link to poor quality
websites not in your niche, you risk
being labeled as a link farm by
Google and penalized.
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16. Don’t Fret Too Much
Remember, it takes a
combination of many if not all
of these before Google will
penalize you.
buuteeq recommends not engaging
SEO agencies because you have
little say over what they do in your
name. Instead, encourage links
organically yourself by engaging with
others and creating compelling
content.
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17. Further Reading
• http://www.buuteeq.com/blog/seo-over-optimization/
• http://www.buuteeq.com/blog/googles-penguin-
penalty-for-innkeepers-and-hoteliers/
• http://pointblankseo.com/type-of-links
• http://www.seomoz.org/ugc/the-penguin-update-how-
google-identifies-spam
• http://www.micrositemasters.com/blog/penguin-
analysis-seo-isnt-dead-but-you-need-to-act-smarter-
and-5-easy-ways-to-do-so/
• http://www.seomoz.org/blog/penguins-pandas-and-
panic-at-the-zoo
• https://seogadget.co.uk/so-your-sites-been-
penalised-now-what/
• http://www.seroundtable.com/penguin-traffic-drop-
chart-15096.html
• http://www.kimoftheworld.com/06/5-keywords-
proving-google-penguin-update-algorithmic-fluke.html
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18. @buuteeq
buuteeq.com/blog
brandon@buuteeq.com
patricia@buuteeq.com
All images in this
presentation were
either created and
owned by buuteeq or
are in the public
domain and used with The Digital Marketing System for Your Property
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permission from www.buuteeq.com
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