The Google Penguin

1. The Google Penguin

2. First there was the Panda... ...then came the Penguin

3. The Google Penguin Update • Google launched a spam-fighting update. • The update changed search results. • It was designed to punish websites using spam to rank high in search results. • Originally, the update was referred to as the over-optimization penalty. • It is a filter that gets refreshed from time to time, similar to the Panda Update.

4. Significance of the Google Penguin Update http://www.seomoz.org/blog/penguins-pandas-and-panic-at-the-zoo

5. SEO Techniques That Could Be Punished: • Keyword stuffing • Cloaking • Unnatural or artificial links • Repetitive anchor text • Hidden text or links • Link schemes

6. Black Hat SEO is Out There!

7. How Do You Know If You Were Hit By The Penguin Update? • Go to Google Analytics. • Review your search-related traffic prior to April 24th and after that date. • If you notice a significant drop in traffic, you may have been hit.

8. Google Analytics: Where to Find the Data

9. Google Analytics: Where to Find the Data Step 1:

10. Google Analytics: Where to Find the Data Step 2:

11. Google Analytics: Where to Find the Data Step 3:

12. What Should You If You Were Hit By The Penguin Update? • Fix the problem: • Review your links • Review your content • Consider the SEO techniques you have used • And then wait...Google says you will recover naturally. • You can also fill out Google’s form if you feel you were hit by mistake: https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ

13. Your website might be over optimized if … • You just happen to really, really like white text on a white background. • The declared language of your website is “Spamglish.” • Your visitors see something way different than GoogleBot “sees.” • Only bad sites link to your content. http://searchenginewatch.com/article/2168809/Your-Website-Might-Be-Over-Optimized-If-

14. Link Building in a Post-Penguin Era • Avoid exact anchor links • Strive for what is natural • Don’t get caught up on PageRank • Live in a good link neighborhood • Focus on organizations you are already involved with

15. Content in a Post-Penguin Era • Create informative, helpful content • Use infographics • Distribute press releases, when there is something newsworthy to discuss • Update your website regularly with new content • Act like a magazine publisher • Contribute content to other, relevant websites

16. Other Web Marketing in a Post-Penguin Era • Create more videos • Get involved in the local community • Jump into social media (yes, that also means Google+) • Focus on overall quality not quantity • Applies to content and links!

17. Create More Videos • Make sure your videos are relevant and interesting. • Your videos are not simply going to pop up in search results without a little time and effort on your part. • Just like optimizing written online content, you will also need to optimize your videos.

18. Get Involved in the Local Community • Establish a local presence by doing good in the community. • Get involved by: • Sponsoring events • Holding charity functions • Donating to local non-profits • Giving out scholarships • Presenting free workshops and seminars

19. Jump Into Social Media • Posting relevant and helpful information on a regular basis. • Interacting with followers—don’t want a one-sided conversation. • Sharing/re-posting other interesting articles and posts. • Using social media in your advertising.

20. Questions?