Learning from the past algorithmic changes by Google can save your site from being wiped out because of the latest Google Penguin update. This is a serious algorithmic change which has almost the same impact when the Google Florida update was rolled out in 2003. I suspect that the Google Florida update was the very baseline of what Panda and Penguin algorithm is now, only that there are more robust filters was added in the recent updates since February 2011.
Learning from history will keep us from repeating our mistakes and the mistakes of others. I had audited a lot of websites since the Penguin Update hit and our agency is now really busy in website rehabilitations for our new clients that got hit by the new algorithm update and I had an opportunity to test and see what’s wrong with different websites.
I emphasized that SEO nowadays should be more of long-term and semantically strategic. Be evergreen in your onpage and offpage optimization.Engagement with the users is very important and the users experience should be great so that you can boost your branding and not just your rankings. Check my post about Inbound Marketing 101: Quick Overview.
The slides below were my presentation last May 12, 2012 for the 1st SEO Ilo-ilo conference. It was a full packed conference and was really impressed with how amiable and hospitable the crowd is. Well done to the organizers even there are snafus but in every event, I think that’s normal.
Title: Pans ‘n Pens SEO Strategies
I. Penguin arrived but don’t forget the Panda.
II. Learn to Learn from History
III. Google history updates since 1998
IV. Takeaways from 1999:
1. 999: On-page keyword usage + meta data
2. 1999 – 2002: PageRank + On-page
3. 2002 – 2005: Anchor text + Domain name + PageRank + On-Page
4. 2005 – 2009: Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page
5. 2009 – 2011: Additional Offsite Factors (social signals, user data) + Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page
6. 2012: Additional Offsite Factors (social signals, user data) + Domain authority + Diversity of linking domains + Topic modeling + Anchor text Diversity + Junk Anchor text + Domain name + Link PageRank + On-Page Structure+ User engagement + # of Referring IPs + Link Velocity vs Site Traffic Balance + Authorship markup Authority
V. Tactical/Silver Bullet SEO strategies are dying soon.
VI. Present observations on websites that are ranked and hit by Google Panda and Penguin Update
VII. Takeaways on the observations:
1. Have a Balanced anchor text link profile – don’t focus too much on few keywords
2. Keep your referring IPs to minimum of 25% against your referring pages
3. Keep your Nofollow atleast 15% against your Dofollow links.
4. Google looks for patterns that can be programmatically identified and enforced – you were hit because you fit that pattern and that pattern has many factors.
5. Be evergreen in your onpage and offpage optimization.
6. More Socials – hot and trendy topics and social spikes can bring your page to the top pages of Google fast. Google can detect trends and loves to deliver them to the searchers.
7. Robust filters are in place to check for patterns and footprints.
8. Contextual and LSI keywords anchor text can give your link anchor diversity. Focus on few anchor text can get you in trouble.
VIII. What Google is looking for? Beware…
1. Too Many DoFollow Links
2. Over-Optimized Anchor Text
3. Disproportional Link Types
4. Link Velocity is disproportional to traffic
5. Artificial and unnatural links.
IX. Quit relying on short lived tactics.
1. Quality, unique, authoritative content, endorsed with social proof and hoards of diverse links.
X. When Some People Turn the Penguin Against You
1. Does Negative SEO Exist after the Panda?
2. First-hand Experience on Negative SEO – How a site was attacked recently.
3. Google Penguin still has a fluke, let’s wait for the next better update.
XI. Experiment. Don’t just rely on what people are saying in the internet. Test them, understand why they work, don’t go for the tactics but for the principles, apply them. Always test before you blast.
XII. What’s next?
Hit by Panda or Penguin? Talk to us, here’s hope!