Surviving Panda & Penguin - SMX Jerusalem 2013
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Panda and Penguin (in their numerous iterations) hurt many sites for employing SEO practices that were once commonplace. If your site was hurt for link building, this presentation is for you. Learn how to find the links that hurt you--even out of millions of links--and how best to remove them and recover your traffic. From Eli Feldblum, CTO & Founder of RankAbove, and presented at SMX Jerusalem, in Januery 2013.
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Surviving Panda & Penguin - SMX Jerusalem 2013
- 1. SURVIVING PANDA & PENGUIN The Power of a Missing Link SMX Israel, Jan 2013
- 2. Panda & Penguin Strike! • The sites below lost significant traffic and rankings. • Each penalty—even those that occurred during Panda—were attributed to links.
- 3. What Happened? Last Year, I focused on Panda and on-page content. I said that every page needed a raison d’etre, a reason to exist on your site. This Year, let’s focus on links. The same rules applies. If you can’t justify a link—it was put there naturally, it’s from a partner, it’s a real review—it shouldn’t be there. More and More, we’ve been seeing sites penalized or hit by Panda and Penguin for links. It started with Panda hits on sites that did nothing wrong on-page, then with sites that got emails from Google, then Webmaster Tool warnings and then Penguin.
- 4. Why? • Shortcut Link Building • Fast • Easy • Never really allowed • But they worked! • What am I talking about? • Seriously, you know. Don’t pretend. • Paid Links • Paid Blog Posts • User Pages on Forums • Automated Blog Comments • Lists of Links • Anything you didn’t work for
- 5. Even Good Links… If you have bad links, even your good links will suffer. FSAStore.com is partnered with many Third Party health care administrators, all of whom have relevant, powerful sites—and all of whom offered FSAStore a banner on their sites. Unfortunately, the links were on every page, came with anchor text below them—and hurt FSAStore dramatically.
- 6. The Power of a Missing Link eCommerce Site – implemented nofollow Travel Site – Once they Recovery at Removals FSAStore – Recovery at first few links removed.
- 8. Discovery & Analysis Single Multiple Link Links Keyword Anchor (the Anchor Frequency reversal) Suspicious Content Content Syndication Content Mismatch Unspun Content “Clue” Words Target Page Frequency Link Placement IP/C-Block Frequency
- 10. Removal • Remove as many as you can first, then disavow. • Be liberal. You know which links are bad. If they hit more than a couple of the above markers, they need to go. 43,268,320 25,307,003 18,029,062 7,277,941 17,961,317 Belonging to Potential Bad Removed as not Potential Bad sister sites or Potential Bad Backlinks fresh domains Backlinks Backlinks affiliates 6,108,964 with 1,168,877 1,143,638 not 25,339 9,000 safe anchor text live, using and/or safe URL Potential Bad nofollow or on Potential Bad redirect Backlinks Backlinks links structure dead domains
- 11. Removal
- 12. Recovery Plus the keyword recoveries we saw earlier.
- 13. Can You Still Build Links? • Of course! • It’s just harder (and isn’t that the theme of SEO in 2012?) • And longer • Quality over Quantity, for real this time. • Creativity is rewarded now. The playing field is actually a bit more level now. • Don’t just look at what didn’t work, look at what did.
- 14. Go Social! • Alongside links, build social equity. • I’m sure lots of other people will be talking about this today. • Social is a completely new signal. • It really works
- 15. Need More? Contact Me Eli Feldblum 201-815-9467 050-333-0915 eli@rankabove.com @FeldBum