10. Panda: solutions
• Continuously audit your websites
• Develop content strategy
• Create incentives for user generated content
• De-index or use Canonical for thin and duplicate content
12. Panda: what to remove from SE index
• Terms and conditions/ Policies/ Disclaimers and similar pages
• Discontinued items
• Outdated promotions and special offers
• One product but different color/ size/ dimensions
13. Panda: how to remove content
Completely Remove
Content
Block From Indexation Thin Content or Similar
Pages
• 404 response code
• 301 response code
• List pages in robots.txt
• Mark with robots meta tag
Use rel=“canonical” tag
14. Panda: ‘rel canonical’ how to
• Indicate the preferred URL with the rel="canonical" link element
<link rel="canonical" href="https://mydomain.com/canonical.html" />
• Insert only ONE tag per page
• Use absolute URLs to eliminate errors
• Insert rel="canonical" in <head> only
17. Penguin: challenges
• A lot of same type backlinks
• Low anchor diversity
• ‘Non-editorial’ backlinks
• Negative SEO
18. Penguin: ‘unnatural’ link profile (SEO SpyGlass)
Over 80% of links have
the same anchor text
97% of links point to the
home page
Many site wide links
A lot of domains belong
to the same IP networks
19. Penguin: detecting dangerous backlinks
• Backlink domain not indexed
• Non-editorial links
• Links come from irrelevant pages
• Links come from pages in other
languages or irrelevant local TLDs
• Links come from same IPs or C-
blocks
• Links come from comments/
forum posts/ directories/ rss
feeds
• Low anchor variety
22. Penguin: manual penalty or algorithm?
Algorithm Manual Penalty
• No need to submit the
reconsideration request
• Less strict criteria
• Only a fraction of links might be
removed
• You must submit the reconsideration
request
• Review the examples of unnatural
links provided in Search Console
• Apply stricter quality criteria
• Remove or disavow a link, if in doubt
28. Mobile: dedicated URLs
Pros Cons
• Easier changes
• Custom user experience
• Faulty device detection
• Faulty redirects
• Multiple URLs for one piece
of content
• Need to maintain two
website versions
29. Mobile: dedicated URLs – SEO setup
• On the desktop page: add rel=”alternate” tag pointing to the
corresponding mobile URL.
<link rel="alternate" media="only screen and (max-width: 640px) “
href="http://m.mydomain.com/page.html" >
• On the mobile page: add rel=”canonical” tag pointing to the
corresponding desktop URL.
<link rel="canonical" href="http://www.mydomain.com/page.html" >
30. Mobile: dynamic serving
Pros Cons
• One URL for all content
• Custom user experience
• Easier changes
• Faster loading
• Faulty device detection
31. Mobile: dynamic serving – SEO setup
• Use Vary HTTP header to signal that html content depends on the
user-agent.
HTTP/1.1 200 OK
Content-Type: text/html
Vary: User-Agent
…
• Maintain the list of user-agent strings for the correct device
detection
32. Mobile: responsive web design
Pros Cons
• One URL for all content
• Better user experience
• No redirects
• Fast load
• Unknown :)
33. Mobile: responsive design – SEO setup
• Use meta name="viewport" tag to tell the browser how to adjust the
content.
<meta name="viewport" content="width=device-width, initial-scale=1.0">
34. Mobile: common issues
• Keep mobile resources (CSS, Java) crawlable
• Mobile content should crawlable too
• Double check redirects
• Mobile device identification
35. Site speed: challenges
• Bad user experience = lower conversion rates
• Slow web pages get lower rankings
36. Site speed: solutions
• Test: https://developers.google.com/speed/pagespeed/insights/
• Avoid unnecessary redirects
• Optimize images
• Use browser caching
• Prioritize visible content
• Use asynchronous scripts
37. https: challenges
• Customers expect personal data and transactions to be secure
• https is yet another ranking factor
• Google wants https to be everywhere
38. https: solutions
• Test: https://www.ssllabs.com/ssltest/analyze.html
• SSL certificate (Rapid SSL, Global Sign, Comodo)
• Static dedicated IP
• If you use CDN, make sure it supports SSL
• All internal links must be https
• Redirect from http to https
• SSL may slow down your website