A Field Guide to SEO - Google Penalty Recovery and Avoidance
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A "Crisis" approach to Google Penalty recovery and avoidance. This presentation outlines the type of planning that should be implemented in order to ensure appropriate risk mitigation for SEO strategies, and plan development for first responders to SEO. Strategies can be applied to cover link development strategies, KPI catastrophes, Google penalty and filters such as Penguin, Panda, Mobile Update, and similar. Also includes recommendations for best practices to avoid penalties as it relates to onsite SEO, content strategies, and link development techniques.
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A Field Guide to SEO - Google Penalty Recovery and Avoidance
- 1. SEO Field Guide Avoiding and Recovering from Penalties http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 2. SEO Field Guide Who Am I? Vice President of Marketing at Angular (formally Virante, Inc.). - a leading search marketing agency known for white- glove link development services, industry R&D, and their suite of innovative SEO tools, such as Remove’em, nTopic, PandaRisk, and more. Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences. #dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 5. SEO Field Guide Volatility http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall cha·os noun complete disorder and confusion. cha·os the·o·ry noun the branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.
- 6. Sensitivity to initial conditions Site structure Search queries Page authority Topological Mixing Content Social Signals Inbound Links SEO Field Guide Volatility http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 7. SEO Field Guide Crisis Situations http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Crisis Situations Traffic Drops Rankings Drops Penalties Algorithm Changes Negative SEO Growth Caps
- 8. http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 9. SEO Field Guide Pre-Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Vulnerabilities & Potential Outcomes
- 10. http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 11. SEO Field Guide Pre-Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 12. SEO Field Guide Example: Link Development Strategy http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Vulnerabilities: Action: Filters Review links Manual Actions Disavow Competitor Reporting Removals Over-Optimization Recon Potential Crisis: Resources: Loss of rankings SEO Manager (Joe) Loss of traffic Outreach Team Domain damaged Tools/Data
- 13. SEO Field Guide Example: Organic Traffic Drop http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Potential Causes: Notify: Site Changes Marketing Director Competitor Growth Dev Team Penalty/Filter Management Team Algo Update Analytics Team Impact: Needed: Revenue Discovery Budget Channel Value
- 14. SEO Field Guide During Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Evaluate Damage & Update
- 15. SEO Field Guide Post Crisis http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Track and Report Progress
- 16. Those who witness the crisis are always affected SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 17. Mass changes result in two (2) types of impact: Individual & “Community” SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 18. Assistance and Services must be uniquely tailored to those served Competence is essential SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 19. While knee-jerk reactions are normal responses, a significant minority experience long-term psychological difficulties SEO Field Guide 4 Key Principals http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall
- 20. Each Page is Unique with Significant Purpose SEO Field Guide Prevention – Content Issues http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Answer the questions: “Why does this page exist?” “Why does it deserve to rank?”
- 21. Good Linkbuilding is indistinguishable from Good Marketing SEO Field Guide Prevention – Link Issues http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall DON’T BE OBVIOUS
- 22. SEO Field Guide http://Angular.Marketing jbohall@virante.com 919-459-2834 @jakebohall Expect that you have to earn (deserve) rankings
Hinweis der Redaktion
- Full service agency located in Research Triangle Park in NC We also make awesome tools you might have heard about Remove’em, PandaRisk, and nTopic … new one SEOAlarms is launching in less than a week
- Session about Avoiding and Recovery from penalties I immediately thought about taming Penguins and Pandas… Found out there is an Android game where you slap penguins into submission…. Didn’t download it, as it had horrible ratings…
- Why would perfectly sane people fantasize about slapping penguins? SEOs are NOT sane! Only SEO’s are crazy enough to try and create stability for clients whiles governed by an algorithm based on chaos theory!
- Chaos Theory: There is this complex dynamic system that extremely sensitive to subtle changes that lead to huge consequences… Think along the lines of a butterfly effect.
- For a dynamical system to be considered Chaotic, has to meet certain criteria Each of these items with just a slight change creates a largely different trajectory of results. As the system evolves, elements begin to overlap, making the system even more sensitive to change. Independently measured (link volume), but overlap in how they each impact each other (page rank).
- This creates volatility… which results in a variety of crisis situations. As SEOs, these crisis situations are our responsibility, and we must plan for them to happen… I wanted to create a “field guide” modeled after those used for first responders to mass violence and terrorism. Thought it would be appropriate given the all too often panic that ensues following any major algo update…. But we don’t have time for something that awesome, will work with what we have!
- WTF just happened In order to have an effective plan, you need to be able to succinctly identify exactly what has happened.
- Time is of the essence in any crisis situation. Before crisis occurs, you must maintain inventory of your assets and liabilities, especially considering uncertainties, or “chaos” involved. Have a single resource with an outline/overview of all current initiatives by all vendors Have a coordinator and primary vendor assigned for various outcomes
- Awareness is critical!! Creating an environment for plausible deniability adds another step for disaster recovery.. Keep a constant pulse on changes in every metric you can think of. If you can’t find a way to track it, let me know and I’ll help you find a way!
- Having an initial plan will lead to more quickly isolating the cause of a crisis and taking necessary steps More importantly sharing this plan will save you a lot of headaches when a crisis occurs… You don’t want to have to be creating these from scratch while trying to handle a crisis, so at least get a head start! even just a basic one.. With an effective plan, you can focus on resolutions
- VULNERABILITY: Every SEO strategy implemented should at least have some rudimentary plan determine potential negative impact and solutions. What happens when a crisis occurs…?
- POTENTIAL OUTCOME: Every Monitored Metric should have a basic crisis plan / checklist in place in case a metric moves to alert status You define your alert status.. 20% drop, 5% drop, on any given metric..
- Traffic loss only, rankings and traffic, filtered or penalized… Immediately update all vendors of the issue request immediate assessment of potential causes and recommended solutions
- Report to whom? Who is in charge and what freedom do they have? Can “I” pull all recent backlinks? Can I nuke pages? Things to keep in mind!!
- 1… Nobody who witnesses a major event is unaffected In “crisis” situations, this typically refers to PTSD, etc. etc. In SEO, every update, hell, every thing Cutts, or more recently John Mueller, says is analyzed and creates a whole firestorm of Fear/Uncertainty/Doubt campaigns
- 2.. Not only is your website impacted, but the SERPs for that specific keyword is impacted as well. Think about the baseline link profile and anchor text diversity for a SERP before penguin and then after.. What is the new normal?? 20% -> 10% … less
- 3… This is probably the most frustrating challenge facing our industry… Most problems were created by “cookie cutter” solutions, and now we have “cookie cutter” solutions to fix the problems those created. PS… there is no automated way to audit your backlink profile and always get out of a penalty, just like there is no automated way to build links and always avoid a penalty..
- 4 … Again, this is a key principal for real world crisis situations, but isn’t it fitting? I see companies that come to me after seeing a traffic drop or a penalty, and they’ve taken some wildly extreme measure (often wrong)… you feel sorry for them. Significant minority might be an understatement… most people are fully scarred by a penalty situation.
- You don’t need to hire an SEO to do this, you should be able to do this on your own! Unique from other pages on your site, unique from competitors… what gives the page purpose. If you were starting over with your site, would you create that page? Is it worth updating regularly? Use LDA, FAQs, and similar to build valuable content and create thematic relevance Ben Hedrickson..?
- If you aren’t going to link build, your competitors are… Don’t be afraid to do it, be afraid to make it obvious!! Resource Link Build, Broken Link Build, Do PR and Social Media
- Plan your strategies around this concept and you’ll be great. Take shortcuts, and they will catch up with you.. Wil Reynolds @ Seer… “Do Real Company Shit”…