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Google’s Penguin Algorithm and What it means for Link Building 
SEMRush Webinar – Nov 2014
Intro to Penguin
What is Penguin? 
•Google algorithm 
•Constantly evolving / multiple updates 
•Can drastically reduce your organic visibil...
What does Penguin Achieve?
Penguin’s Objective 
•Designed to Target Webspam – Not SEO’s! 
•Makes Webspam everyone’s problem 
•Penalises sites who hav...
Identify a Penguin Penalty
Check Webmaster Tools 
•Notification in Google Webmaster Tools 
•Sudden drop in Organic Traffic 
•Timescales correspond wi...
How to Recover
The Road to Recovery.. 
•Link Analysis & Quality Auditing 
–Manual process 
–Software includes; Open Site Explorer, Ahrefs...
Channel Integration
How to earn quality links 
•Research target audience 
–Which content proves popular? 
•Competitor Analysis 
–Content / top...
Thank you!
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Google's Penguin algorithm and what it means for link building

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Google's Penguin algorithm and what it means for link building

  1. 1. Google’s Penguin Algorithm and What it means for Link Building SEMRush Webinar – Nov 2014
  2. 2. Intro to Penguin
  3. 3. What is Penguin? •Google algorithm •Constantly evolving / multiple updates •Can drastically reduce your organic visibility •Encouraging people to abandon “Old SEO”
  4. 4. What does Penguin Achieve?
  5. 5. Penguin’s Objective •Designed to Target Webspam – Not SEO’s! •Makes Webspam everyone’s problem •Penalises sites who have: –Links from known Link Networks –Too many links containing “money terms” –Shallow content –Heavy non-brand focus –Stuffed page attributes
  6. 6. Identify a Penguin Penalty
  7. 7. Check Webmaster Tools •Notification in Google Webmaster Tools •Sudden drop in Organic Traffic •Timescales correspond with known Penguin updates •Previous SEO activity involving spammy or out- dated link building strategies •Overuse of commercially valuable keywords in anchor text
  8. 8. How to Recover
  9. 9. The Road to Recovery.. •Link Analysis & Quality Auditing –Manual process –Software includes; Open Site Explorer, Ahrefs, Majestic SEO & GWT •Link Removal Process –Email individual website owners –Record correspondence •When to Disavow –Unresponsive / uncontactable •Filing a Reconsideration Request –Be honest •Reform
  10. 10. Channel Integration
  11. 11. How to earn quality links •Research target audience –Which content proves popular? •Competitor Analysis –Content / topics –Platforms –Backlinks –Social shareability •Content Calendar –Integration across Content, SEO, Social Media, PR & Offline
  12. 12. Thank you!

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