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SMX East 2012: Pandas and Penguins 09-15-2012

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Eric Enge
Eric Enge

Illustration of why Panda and Penguin are platforms for implementing new webspam algos. The initial releases are just the start, and there is a lot more to come!

1 of 31
The True Significance of Panda and Penguin You Ain’t Seen Nothin’ Yet
First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
SEOs Created Garbage Content @stonetemple / + Eric Enge
SEOs Focused on Tricks @stonetemple / + Eric Enge
But What About Users? @stonetemple / + Eric Enge
The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
Bad Link Building Practices @stonetemple / + Eric Enge
Bought Links @stonetemple / + Eric Enge
Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
First Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
Then Penguin  April 24, 2012  Speculation is that this targeted:  Bad anchor text mix  Comment spam  Paid guest posts  Article marketing sites @stonetemple / + Eric Enge
Panda/Penguin Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
Why is This Important?  Many potential spam detection algorithms are very compute intensive  Too much computing time to include in the main algo  Key component is the ability plug in a ranking adjustment score from an external database @stonetemple / + Eric Enge
Matt Cutts on Panda/Penguin “… you are right that these algorithms do represent new types of capabilities for us.” @stonetemple / + Eric Enge
Article Directory Example (My Theory) Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
Article Directory Example Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
So What’s Next? (Speculation Ahead!) @stonetemple / + Eric Enge
Thin Content Pages with Too Many Links @stonetemple / + Eric Enge
Bad PR Balance Quantity PageRank @stonetemple / + Eric Enge
Bad PR Balance Quantity No Trusted Links PageRank @stonetemple / + Eric Enge
Matt Cutts on Panda/Penguin - Infographics “I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.” @stonetemple / + Eric Enge
Low Relevance Infographic Links @stonetemple / + Eric Enge
Low Relevance Blog Posts Travel to New Zealand New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.
Still Low Relevance How to Make Cotton Candy Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …
Try to Cover Your Tracks? Wikipedia page All About Mortgages Your shameless money page Mortgages are the biggest financial commitment most people make. You can get the best mortgage rates by Fhfa.gov page getting multiple quotes. Some great information is available from the Federal Housing Financial Agency.
Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
Or, Like This? Domain Brand Name @stonetemple / + Eric Enge
Highly Commercial Term Results Manual Review  Take the Top 500 Commercial Spaces  Review Results by Hand @stonetemple / + Eric Enge
Thin Geographic Pages Seattle Pizza Boston Pizza We offer the best We offer the best pizza in Seattle. pizza in Boston. Using only local Using only local Seattle ingredients, Boston ingredients, we help create jobs we help create jobs
Matt Cutts on Thin Geographic Pages “Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ” @stonetemple / + Eric Enge
Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

More Related Content

SMX East 2012: Pandas and Penguins 09-15-2012

  • 1. The True Significance of Panda and Penguin You Ain’t Seen Nothin’ Yet
  • 2. First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
  • 3. SEOs Created Garbage Content @stonetemple / + Eric Enge
  • 4. SEOs Focused on Tricks @stonetemple / + Eric Enge
  • 5. But What About Users? @stonetemple / + Eric Enge
  • 6. The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
  • 7. Bad Link Building Practices @stonetemple / + Eric Enge
  • 9. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
  • 10. First Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
  • 11. Then Penguin  April 24, 2012  Speculation is that this targeted:  Bad anchor text mix  Comment spam  Paid guest posts  Article marketing sites @stonetemple / + Eric Enge
  • 12. Panda/Penguin Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
  • 13. Why is This Important?  Many potential spam detection algorithms are very compute intensive  Too much computing time to include in the main algo  Key component is the ability plug in a ranking adjustment score from an external database @stonetemple / + Eric Enge
  • 14. Matt Cutts on Panda/Penguin “… you are right that these algorithms do represent new types of capabilities for us.” @stonetemple / + Eric Enge
  • 15. Article Directory Example (My Theory) Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
  • 16. Article Directory Example Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
  • 17. So What’s Next? (Speculation Ahead!) @stonetemple / + Eric Enge
  • 18. Thin Content Pages with Too Many Links @stonetemple / + Eric Enge
  • 19. Bad PR Balance Quantity PageRank @stonetemple / + Eric Enge
  • 20. Bad PR Balance Quantity No Trusted Links PageRank @stonetemple / + Eric Enge
  • 21. Matt Cutts on Panda/Penguin - Infographics “I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.” @stonetemple / + Eric Enge
  • 22. Low Relevance Infographic Links @stonetemple / + Eric Enge
  • 23. Low Relevance Blog Posts Travel to New Zealand New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.
  • 24. Still Low Relevance How to Make Cotton Candy Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …
  • 25. Try to Cover Your Tracks? Wikipedia page All About Mortgages Your shameless money page Mortgages are the biggest financial commitment most people make. You can get the best mortgage rates by Fhfa.gov page getting multiple quotes. Some great information is available from the Federal Housing Financial Agency.
  • 26. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
  • 27. Or, Like This? Domain Brand Name @stonetemple / + Eric Enge
  • 28. Highly Commercial Term Results Manual Review  Take the Top 500 Commercial Spaces  Review Results by Hand @stonetemple / + Eric Enge
  • 29. Thin Geographic Pages Seattle Pizza Boston Pizza We offer the best We offer the best pizza in Seattle. pizza in Boston. Using only local Using only local Seattle ingredients, Boston ingredients, we help create jobs we help create jobs
  • 30. Matt Cutts on Thin Geographic Pages “Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ” @stonetemple / + Eric Enge
  • 31. Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com