The next algorithm update - how to land on your feet.

1. SEO
Penalties, filters, algorithm changes and all that
has been spooking site-owners during the last
year…

2. • Google’s penalty & filter types
• Options you should eliminate when something
goes wrong
• First steps after identifying damage
• When & how should you contact Google
• Rules of thumb which would best serve you during
the next algorithm change

3. Over-optimization Filters affecting pages Complete removal
filters (per keyword or with (either completely from the index
page) both on & off or partially) duplicated (following a violation
site content or pages with of Google’s guidelines
low value for users for webmasters)

5. Is your industry influenced
by seasonality?

6. Is the decrease most
noticeable in visits
following a branded-
KW search, or a generic-
KW search?

7. Does the Webmaster
Tools show a drop in
impressions & average
positions, or only the
CTR has been
damaged?

8. Were there any
modifications made in
order to eliminate
duplicated-content on
the site, resulting in a
healthy drop in
indexed pages?

9. Has the ratio between the number of pages included in the
sitemap.xml file and the number of indexed pages
deteriorated?
(URLs which weren’t included in the SERP for a “site:”
search might not have been relevant in the first place)

10. Were there any
modifications made
lately that might have
caused some (or all)
of your pages to
become blocked for
Google?

12. What should I do?
• Check your Webmasters Tools “Spam” alerts and handle them
• Improve your backlink profile (diversify, eliminate “commercial” links, SMO)
• Remove the most spammy backlinks & focus on creating high-quality ones
• On-Site – fix over-optimization problems (internal links, content)
What should I not do (or – common mistakes)
• Condensing low-content pages using dynamic templates
• Directing new backlinks mostly to affected pages (instead of a natural
distribution)
• Asking Google for re-consideration before both on & off site issues have
been addressed

13. Application format
• It is strongly recommended to consult with professionals experienced with
this procedure
• In some cases it is useful to report which corrective actions were
performed
• Mention if you intend to perform further changes in the future (in
accordance with Google’s guidelines)
• Be specific in your application, but also selective about the information
you wish to expose
After your application has been submitted
• Be patient – even if you receive a positive response, the change will not be
immediate
• Refrain from submitting several applications in a short timeframe

15. Backlinks Content
Avoid backlinks which might appear
Create unique, original & valuable content
“commercial” (site-wide, non-contextual)
Avoid matching the content to the
Don’t accept backlinks from irrelevant sites
targeted keywords unnaturally
Develop your operation’s SMO elements & Make sure you solve duplicated-content
leverage them for social-platforms backlinks issues both on & off site
Try to gain presence in news-sites by Enrich your content
employing PR activity (using video, images etc.)
Create as many backlinks that would be Update your content consistently and in
identified as “editorials” as you can accordance to your industry’s pace
Protect your copyrights (ask copy-cats to
Make sure your anchor texts &
remove copied material/insert a linking
landing-pages are diverse
credit)

16. info@usearch.co.il