THE (RE)RETURN OF BLACK AND WHITE

Created By: Shalaka Pawar Pooja Soni Viola Mendonca

ONCE UPON A TIME…..

Mr. Original Mr. Scraper

wwww.originalwebsite.com

Original Content

wwww.scrapedwebsite.com

Scraped Content

AND THE RESULT WAS…

Keyword from Scraped Contentwww.scrapedcontent.comThis is scraped content. I copy content from people. I am still number.1 on Google for this keyword.

Keyword from Original Contentwww.originalcontent.comThis is original content. I don’t copy content from people. I am not ranking number.1 on Google for this keyword.

HERE COMES PANDA!

SO WHAT?IT WAS ON FEBRUARY 24 2011..

11.8% OF SEARCH QUERIES WERE AFFECTED

A HUGE DROP IN TRAFFIC WAS SEEN

WEBSITES WITH HIGH QUALITY CONTENT WERE REWARDED AND LOW QUALITY CONTENT WERE PUNISHED

WHAT IS THIS PANDA?

Link Farm

Content Farm

WHAT DO YOU MEAN BY CONTENT FARM?

DUPLICATE

CONTENT

POOR CONTENT & POOR USER EXPERIENCE

POOR CONTENT

This is the step in our optimization will work wonders for us. Since the indexing key words may not be understood by the crawler and the optimized web page will help the

crawler to understand the right meaning of the key word and retrieve the best web page

HIGH AD TO CONTENT RATIO

WHAT DO YOU MEAN BY LINK FARM?

LINK TO WEB SPAMMERS

Dokdogs.com

Top 10 Ranking | SEO | Improve Search Engine Ranking

IRRELEVANT LINKS

Pheromone cologne for men

Canadian viagra

Viagra super active

RECIPROCAL

LINKS

BUYING OR SELLING LINKS

AND ALL THIS LED TO..

THE REACTION!

To say I'm upset would be an

understatement!!

THE PANDA CONTINUED…

SO THAT’S IT?

NO!

Panda Date Update

Panda 2.0 April 11 2011 Update rolled out globally for all English Language Results

Panda 2.1 May 9 2011Minor Changes were made to the Algorithm every

monthPanda 2.2 June 18 2011

Panda 2.3 July 22 2011

Panda 2.4 August 12 2011 Update rolled out for all languages except Chinese Japanese and Korean

Panda 2.5 September 28 2011 Promised Panda related Flux for a few weeks

Panda 3.1 November 18 2011

Just a Refresh

Panda 3.2 January 15 2012

Panda 3.3 February 26 2012

Panda 3.4 March 23 2012

Panda 3.5 April 19 2012

Panda 3.6 April 27 2012 One of the 500 plus changes

Panda 3.7 June 8 2012Just a Refresh

Panda 3.8 June 25 2012

THE PANDA SERIES

WHO ALL WERE AFFECTED?

-87%

-84%

-93%

CASE STUDY

POST PANDA UPDATE ERADo we need to change our approach ??

“I SHALL OUTSMART OVER-SMART SITE

OWNERS!”

SO WHAT IS REALLY GOING ON OVER AT

GOOGLE?

“Not Allowed”

“Required” “Optional”

“Algorithm Updates”

“Penalties”

ABSOLUTELY NOTHING NEW!

Google has always been very clear about –

Intolerance for spam

No Black hat techniques

JUST THAT, THEY ARE NOW BETTER AT DETECTING IT & COMMUNICATING WITH US

WHAT IS PANDA AIMING AT ?

• Make internet a better place

• Improve search engine results

• Make life better for users

“ Marketing should be done to help users, NOT to hunt them”

Excellence Ke Peechhe

Bhaago..Rankings Jhhak Maar Ke

Peechhe Aayegi!!

3 WAYS YOU COULD BE IMPACTED BY PANDA

UPDATES:• Penalties

• Adjusted rankings by algorithmic changes

• Collateral damage

WILL YOU PREFER MILK OVER WINE?

Bad habits are always tempting but hazardous :p

NO DUPLICATE CONTENT

If hit by Panda, Even non-duplicate pages –

• May lose ranking

• Stop ranking altogether

• May fall out of the index

I HATE COPY CATS..

RIGHT KEYWORDS AT RIGHT PLACE IN RIGHT PROPORTION..

Read the content and figure out what keywords it should rank for ?

Where and in what proportion should they be used?

WE LIKE VARIATIONS..SO DOES PANDA !

Use of variation and synonyms instead of addition of exact match keywords

QUALITY CONTENT CREATION

• Original

• Fresh

• Insightful

• Informative

I am loving it !

NO CONTENT SCRAPING

Don’t fool me with clones !

Automated Scraping

Manual Scraping

THINK BEYOND TRADITIONAL SEO

Good Original Content + Good Keywords + Good linking structure = Good SEO

Ask yourself –

“What is the experience of a visitor on my website?”

“Is it creating a brand that people are going to love and share and reward and trust?"

AFTER PANDA, COMES THEPENGUI

N!!

Over -

Optimization

I HATE…

Spammy Links

ONCE UPON A TIME….

-And so Begins another Story

Use of maximum no. of Keywords in Page Titles &

Meta Descriptions

Lots of Internal

Links

Building anchor text

links for websites

Keyword Stuffing

What websites did to rank!!

Lets get practical!!

Page Title

Meta Description

Use of maximum no. of Keywords in Page Titles &

Meta Descriptions

Keyword

Stuffing

FOOTER LINKSLots of Internal

Links

LINK BUILDING

Building anchor

text links for

websites

“I hate the word “dogs” after coming

to this website.. “

““dog collar”, “dog clothes”. I am going to

make sure that this website ranks at #1 for

all these keywords. Such a relevant

website!!”

HERE COMES PENGUIN!

THE PENGUIN UPDATE 1.0• Released – 24th April 2012• Nickname – Over Optimization Penalty• Websites Affected – 3.1% Search Queries• Fighting Style – Penalizing Questionable

Spammy Tactics

“I hate the word “dogs” after coming

to this website.. “

33 instances of the keyword “dog

collars”..Are you kidding me!! Stop

spamming my search results

PENALIZED!!

TRAFFIC STATS

April 24th – Shit got real.

“No Google Update can harm my website.

I am going to keep enjoying the traffic.”

BEFORE…

AFTER…

“I want to quit my profession as an

Internet Marketer”

DEALING WITH THE PENGUIN!!

INTERESTING PAGE TITLES/META DESCRIPTIONS

Page Titles• Dog Collars, wholesale Dog Collars, Cheap Dog Collars

V/s• Dog Collars at Affordable Rates at abc.com

Meta Descriptions• shopping cheap dog collars from china, We are China Dog

Supplies...Dog Collars are not only of high quality, but aslo very cute, the cheap Dog Collars we...

V/s• Buy fashionably designed collars with beautiful, high quality

workmanship for your favorite dog at affordable rates at Brandname

ANCHOR TEXT DIVERSITY

“Its always best to be who you are” -Viola Mendonca

BUT WHAT IF ….

CLEANUP!!

IF YOU ARE HIT…• Re-Optimize • Strip out Bad Links• Start Building Natural Links• Check for Duplicate Content• Add Social Signals

Fill the Google Feedback Form

If Nothing works….

Buy a New Domain And Start Afresh!!

PENGUIN 1.1

• Released on May 26th 2012• Data Refresh• Impact : Less Than one-tenth percent of English Search Queries

Time for Visitor Delight..

• Quality experience

• Searchers interaction

• Trust cues

• Share-ability

• Connect Socially

• Actual value to the visitor.

Key Inference

Visitor Delight

Sustainable SEO Really Does Matter..

SEO Isn't Magic - So Stop Doing SEO Tricks ;)

AND THE STORY CONTINUES….

Any Questions?