Date post: | 08-May-2015 |
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Business |
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@JasonAcidre @GrantMerriel
Penalties Everywhere
Penalties Everywhere
• What is a ban?
• What is a penalty?
A ban results in complete and total removal
of your entire site from the Google index.
A penalty causes your pages to drop in
rankings.
Penalties Everywhere
• What causes penalties?
Website’s Activities
Website’s Neighbours
Website’s Traffic Sources
Penalties Everywhere
CASE STUDY
http://www.interflora.co.uk/
Feb 14, 2013
Penalties Everywhere
CASE STUDY
http://www.interflora.co.uk/
Feb 14, 2013
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://www.linkresearchtools.com/case-
studies/interflora-penalty/
Penalties Everywhere
CASE STUDY
http://martinmacdonald.net/interflora-seo-penalty/
Penalties Everywhere
CASE STUDY
Penalties Everywhere
CASE STUDY
In 2012 it was revealed that iAcquire was buying
linksfor clients, including Dunn & Bradstreet Credibility
Corporation.
Noted SEO Josh Davis outed them in Twitter and
Search Engine Land.
iAcquire and DBCC were both delisted by Google in
May and returned in July.
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Unnatural Link Schemes — Links to/from unrelated or
“unnatural” domains.
Anchor Text Repetition - many identical anchor texts to
the same page
Aggressive Link Building - don't build in new links too
fast
[ ]
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Automated Queries - frequent searches with
computer-based tools.
Over-Optimization – slow, steady and persistence
Buying Links – Buying or selling high PR links that
pass PageRank.
[ ]
Penalties Everywhere
What are Penalty Triggers
that you should avoid?
Mini-nets (Link Wheels) - closely linked sites on
shared IP addresses or Web 2.0 sites
Poor or Spun Content – Duplicate, thin or “spun”
content will hurt you!
Automated Redirects - Meta and JavaScript redirects
are a no-no.
[ ]
Penalties Everywhere
What are Penalty Symptoms?
Sudden Drop of Traffic for a Week
You Lost you Ranking Keywords
The Changes Coincide with the date of Algo change
[ ]
Penalties Everywhere
What are Penalty Symptoms? [ ]
Penalties Everywhere
Quick Diagnosis [ ] Not Banned!
Penalties Everywhere
Quick Diagnosis [ ] A Penalty
If you search for your domain
and you’re not #1 then there’s a
possibility of being penalized.
Penalties Everywhere
Kinds of Penalties [ ] Google “EMD Update” –Exact
Match Domain SLAP!
Symptom: -950
Date: 9/28/2012
Behaviour: Scheduled Refresh
Fight Back: Build Quality Website
& Content
Penalties Everywhere
Kinds of Penalties [ ] Google “Pirate Update”– Website
Receiving DMCA Reports Symptom: -50
Behaviour: Manual penalty
Fight Back: Original Content,
Attribute your images and videos
Penalties Everywhere
Kinds of Penalties [ ] Google “Penguin Over Optimization”– spun content, low quality content, questionable linking practices,
keyword stuffing, excessive page optimization, cross domain linking
Symptom: -50
Behaviour: Filter
Fight Back: Richer content, high social
signals, dwell time, low bounce rate
Penalties Everywhere
Kinds of Penalties [ ] Google “Over Optimization”– spun
content, low quality content, questionable linking practices,
keyword stuffing, excessive page optimization, cross domain
linking
Fight back: Remove spam content Clean up your site overall user experience
Practice Link Pruning and monthly maintenance
You have to wait for the next refresh
Penalties Everywhere
Kinds of Penalties [ ] Google “Panda Penalty”– scrapers,
duplicate content, content farms, weak and unoriginal
content, rewritten content
Symptom: #1 down to 3, 3 down
to 5, 10 down to 50
Penalties Everywhere
Kinds of Penalties [ ] Google “Panda Penalty”– scrapers,
duplicate content, content farms, weak and unoriginal
content, rewritten content
Fight back: Original and rich content,
social shares, G+ Authorship, linking
out to quality content that supports
your content
Good user experience
High dwell time
More browsing
Downloaded if a file
Your Page
Link out to Quality page
Receives high quality score
Will also receive
high score
Penalties Everywhere
Quality Content is King Again [ ]
Penalties Everywhere
Quality Content is King Again [ ] User Generated Content(UGC) testimonials, reviews, ratings, and social media
signals (FB likes, G+1s, tweets, etc.)
Penalties Everywhere
Check your site metrics:
Page load times – 3 seconds
Bounce rates
Average page visit
Conversion
Penalties Everywhere
It affects user experience
Penalties Everywhere
Kinds of Penalties [ ] Google “BLOOP”– Backlink Over
Optimization Penalty
Symptoms: -20 or -7 to -40 drops in
rankings
Penalties Everywhere
Kinds of Penalties [ ] Google “BLOOP”– Backlink Over
Optimization Penalty
Excessive reciprocal links
Triggers:
Excessive directory links Excessive non-related links
Penalties Everywhere
Kinds of Penalties [ ] Google “Stagnant Content
Penalty”– Backlink Over Optimization Penalty
Symptom: From #1-3 to #6
Fight Back: Keep your content fresh
Penalties Everywhere
Kinds of Penalties [ ] Google “-50 Penalty”– Paid Links Penalty
Symptom: -50
Fight Back: Do not buy links. If you
do, put rel=“nofollow” tag
Penalties Everywhere
Kinds of Penalties [ ] Google “-30 Suppression
Penalty”– Affiliate penalties
Symptom: -30 drops in rankings
Adsense Heavy, affiliate ads heavy, thin
content, comment spamming
Penalties Everywhere
Kinds of Penalties [ ] Google “-30 Suppression
Penalty”– Affiliate penalties
• Lesser blog comment activity
Fight Back:
• Blend ads and Adsense in content and
emphasize on content
• Rich content
Penalties Everywhere
Kinds of Penalties [ ] Google “-30 Suppression
Penalty”– Affiliate penalties
• Lesser blog comment activity
Fight Back:
• Blend ads and Adsense in content and
emphasize on content
• Rich content
All these has to happen to
happen to fight spam
.
You need stable business
There’s more!?
There’s more fun!
Boring to Fun!
Repetitive to Creative
Competition to Contribution
You know what we did?
We spammed the forums
We spammed the Directories
We spammed Blog Commenting
Are we going to kill Social Media too?
@BenjArriola “There’s a lot of re-education that needs to be done”
The Trio
Content
Technology Fame
Some PR
Some CMO
Some Content
Strategist
Full Stack Marketer
Will Critchlow
Internal Technology
External Technology
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analytics
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intelligence
CRM
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management Competitive intelligence
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management
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monitoring
SEO analysis /
auditing Email marketing
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marketing
Web site
Interactive
ads
Landing pages
Behavioral
targeting
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Search ads
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features
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content
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WEB TESTING & OPTIMIZATION
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SALES
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APPS
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MANAGEMENT
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CONTENT
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MANAGEMENT
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ES
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PAGES &
MICROSITES
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N
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External Promotion Customer
Experience
Marketing Management
Consumers’ behaviour
evolves
Customer
Support Social Media
This is obviously what Fly
Philippine Airlines has.
Customer
Support Social Media
Social Media is not just a tool to shut
people up but also a great tool to help
tweak and improve your business.
Customers doesn’t become your
loyalists just because of your
discount promotions but because of
great customer support.
Analytics
SEO
Landing Page
Optimization
Email Marketing
User Experience PR
Content
Marketing
We optimize mainly
for
visitor’s thought sequences
to
influence buying decisions
Any Questions?
@markacsay