A GUIDED TOUR OF THE ZOO PANDAS, PENGUINS & HUMMINGBIRDS

DR. PETE MEYERS • MARKETING SCIENTIST • MOZ

HOW THE ZOO MAP LOOKS TO US

FISTS OF FURRY THE PANDA UPDATE

26 KNOWN PANDA UPDATES

SHUTTERSTOCK ©2014

ASSAULT ON CONTENT FARMS?

“What’s the bare minimum that I can do that’s not spam?”

LINK: mz.cm/KGzbO7

RISK: LOW-QUALITY CONTENT

RISK: USER-GENERATED CONTENT

RISK: THIN GEO-TARGETED

DOES THIS LOOK FAMILIAR?

YOU CAN’T DO WHAT THEY DO

RISK: DUPLICATE CONTENT LINK: mz.cm/1jA1ycY

SOLUTION: PRUNE THIN PAGES

SHUTTERSTOCK ©2014

OPEN THE WHOLE TOOLBOX

SHUTTERSTOCK ©2014

REMOVAL (404)

301 REDIRECT

REL=CANONICAL

META ROBOTS

WEBMASTER TOOLS

ROBOTS.TXT

PROGNOSIS: FAIR, WITH EFFORT LINK: mz.cm/1g0GcXY

ENTER THE PENGUIN THE PENGUIN UPDATE

5 KNOWN PENGUIN UPDATES

SHUTTERSTOCK ©2014

PUNISHMENT FOR WEB-SPAM LINK: mz.cm/1aJp7NT

RISK: SPAMMY ANCHOR TEXT

RISK: EXACT-MATCH ANCHORS LINK: mz.cm/ose

RISK: LINKS FROM BAD CONTENT LINK: mz.cm/1hjHCcU

DIAGNOSIS: HITS FAST & HARD

LINK: mz.cm/1dsE1Vq

LINK: mz.cm/1hewePp

CHECK KNOWN PENGUIN DATES LINK: mz.cm/algo

SOLUTION: CUT ALL BAD LINKS

SHUTTERSTOCK ©2014

SOLUTION: DISAVOW (AND WAIT)

USE DISAVOW LIKE A MACHETE LINK: mz.cm/KGFyRp

SHOULD YOU AUTOMATE REMOVAL? LINK: removeem.com

PROGNOSIS: POOR (AT BEST) LINK: mz.cm/1dsE1Vq

FIVE DEADLY NECTARS THE HUMMINGBIRD UPDATE

1 KNOWN CORE REWRITE

SHUTTERSTOCK ©2014

A BRAND NEW “ENGINE”

“When Google switched to Hummingbird, it’s as if it dropped the old engine out of a car and put in a new one.”

LINK: mz.cm/1kYwJ5O

HUMMINGBIRD IS NOT A PENALTY

CONVERSATIONAL SEARCH, V2.0

13 668 RANK ASSASSINS THE REST OF THE ZOO

665 “IMPROVEMENTS” IN 2012 LINK: mz.cm/1cVLDQr

ACTIVE UPDATES (“TOP HEAVY”) LINK: mz.cm/1mtgwRs

MANUAL ACTIONS/PENALTIES

LINK NETWORK DEVALUATIONS LINK: mz.cm/1eSYQvI

CROUCHING TACTICS… OH, JUST FORGET IT!

TODAY’S FAD, TOMORROW’S SPAM LINK: mz.cm/1bixMDH

BRANDS DON’T LOOK LIKE THIS

IT’S NOT THE TACTIC, IT’S YOU

THANKS FOR WATCHING! peter@moz.com • @dr_pete