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
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
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
Hinweis der Redaktion
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.