Tagged with " penguin"
By now I’m sure you’ve noticed that there has been a stir on the web, a shift in the rankings and maybe you’ve received an email or two from Google describing in vague terms that your site may, or may not, have bad backlinks. It’s the latest iteration of an algorithm update to help cleanse the results pages, and you can further more refer to it as Penguin 2.0 – or webspam filter number 2.
First things first, if you’ve received notice either directly into your webmaster tools account or via your web site manager that you suddenly have been put on notice, right off the bat, don’t panic. The thing is, it’s likely that hundreds of thousands of websites received the same notificatiosn you did, as Google added a handful of new information to the guidelines as to what constitutes following the guidelines. So first piece of advice, don’t panic, allow your web team to step back and go through your website and it’s backlink profile to see what may be coming up as having run afoul of the algorithm update.
Once that time has been taken to go over the message you’ve received then you can put into place a plan to take care of any issues that are being outlined. In the mean time, what you can do as a site owner to help your own cause, is to go over your pages and its content. Give your main landing pages a thorough run through, make sure you take the time to read your content with an open view and try to imagine what your target user would see. A quick and simple test, read your content out loud to yourself, if it doesn’t sound right, chances are you need to clarify your message. The content you have on your site has to be clear and consistent across all of your pages in order to be viewed as an authority in your market. The higher the quality of your content, the easier it will be for the search engines to determine what your market is. It sounds like we’re a broken record sometimes, especially to our long term clients when we ask them over and over again to refine their content, but high quality unique content is your number one key element that is required for online success.
Once you’ve taken care of your on site performance, you need to make sure that the time is taken to examine your off site strategy. There are a handful of steps that you’re in control of as a site owner, and once you follow the below steps the rest is in the hands of the algorithm and the Google machine. If you’ve been notified that you have bad backlinks coming to your site, then first things first, you need to get your hands on that list. You can generate your inbound links list, all of the backlinks that Google has picked up at any rate, via your webmaster tools account. You might have a handful of backlinks, or you could have thousands. Once you’ve generated that list, you either need to take the time to go through it to determine what looks like spam and what fits your market. If you don’t have the time to go through your list, or your list is in the thousands, there are link audit services which can help speed your process along; if you have a dedicated web team this should be a non-issue. One of the last steps you have available to you as a site owner is to request that a link to your site be removed, the unfortunate side of this request is you have no way to force a link removal. But once you’ve requested it, if it hasn’t been removed you can use the link disavow tool through your webmaster tools account to tell Google to ignore the backlink pointing to your site. Once you’ve followed these basic steps you can submit your site for a reconsideration with the search engines, and then you have the hardest task of all. You need to be patient and wait.
When you’re busy at your computer, or even just taking some downtime and cruising around on Facebook connecting with your friends and family, have you ever wondered how the one of the two largest online properties continue to operate? They offer their services for free access, and you don’t even need to sign up to use it, at least in Googles case. If you’ve found that when you think about it, you really don’t know where their money comes from, you’re not alone.
In a survey conducted in August of last year it turns out that just over a third of internet users out there believe that search engines sell their data to marketers. Another third thought that maybe other companies pay annual dues to use those websites and even 20% of respondents thought that the sites offered premium features. While Google is somewhat transparent about how they make their dough, adwords and ad placements via adsense, Facebook is still working on fleshing out a clear revenue model. They have ads that are on every sidebar and profile page on the site, but with metrics showing that interaction on those ads being rather low, and with costs still high, it hadn’t fleshed out as reliable as of yet. At least in Googles court they’re not selling your information to marketers, still haven’t seen a clear answer from the Facebook side of the web however.
It’s been a number of years now, I think most who work full time on the web have stopped counting, but Google is the dominant force in the search world. Globally rocking somewhere around an 80% share with desktop users and where mobile is concerned, there really isn’t anyone else in the game. It’s no wonder that with the way the last year has gone with Panda/Penguin updates that some businesses have found themselves floundering, as it looks like they put all of their eggs into one, big, Google basket. Most analytic software can tell you where your traffic came from, whether it be Google, Bing, Facebook, or even from a referral link of sorts from a community driven site like Reddit. Using that information you can build a chart of sorts to get an idea of where your traffic is coming from. It’s likely you’ll find that a high percentage of your traffic, 65% and up does indeed come from Google, but if it starts getting higher than that you need to take a look at your website, and about diversifying your online position. In an ideal world, you’ll be getting almost an equal share of traffic from different sites, with Google making up the largest portion of the pie, say 50% or so, and the rest from other online sources. Because just like those who found themselves at the mercy of Panda and Penguin, if you’re relying too heavily on Google traffic, you’ll be in the dumps if you break any rules.
There is a saying that goes something like “If it looks like a duck, and quacks like a duck, then it must be a duck”. It seems however, that contrary to the aforementioned saying, that even though everything pointed to an algorithm shift late last week, there wasn’t one. All of the signs were there, and the search results pages reacted in such a way that it seemed clear there was one.
Some of the signs that you can look for on the surface are fairly obvious, but some of the shifts need a long term history to double check information against. One of the first things you see as a user, when your results page comes up and you find you don’t recognize any of the returned values, that would be your first clue that there is activity within the algorithm. These shifts don’t often drastically affect the long term results, but an example of a large shift would be when Panda, Penguin, and the EMD (Exact Match Domain) were implemented.
Getting a little more in depth with examining the results page, a fairly common result of the algorithm making any kind of a shift is having a page built of mainly internal pages. To explain, instead of seeing a results page with addresses of www.abc.ca, you see internal pages, www.abc.ca/our-story.html. It is a change that is less noticeable than having a page of results that you don’t recognize, but it is this change that those who work in the realm of search optimization will look for first.
A much more in depth analysis can take place with the SERPs if you have the historical data for a website you manage. This information is one of the larger metrics that we will use as SEOs to determine if there has been a sudden change. Using the historical data we’ve compiled monitoring your website while helping you improve your online rankings will enable us to give a clearer answer to any questions you may have if you’ve suddenly found you’re no longer on the front page.
At present, there are a couple of different sets of active penalty systems being tossed around on Google. There’s the Penguin update, and the link penalties which are being levied against sites with strange link profiles. If you’ve noticed a backtracking in your site position, how are you to know which way to proceed? Let’s have a quick look and see if it can be narrowed down some.
Firstly, the Penguin update which is still running around, seemingly causing mass havoc with some site owners. The most recent version of Penguin in the wilds of the web are searching for unnatural backlinks, a tighter field of view when looking for fresh content, better page title generation (if your page doesn’t have one), and better detection of hacked websites and pages. Note as well, that all of these algorithm changes, and much more, all run automatically as the spiders break down your site. If you’ve received no notification in your webmaster tools area, chances are you’ve been hit by a Penguin drive by.
The second current most common way that sites are being hit, is with what is called an unnatural link penalty. The key difference between this method and Penguin, is the link penalty is manually handed down against your website. If you pay heed to your webmaster tools notifications (you did remember to set that up right?), then just follow the steps in place to correct the penalties levied.
Or as I saw it put so succinctly:
Unnatural links is more about link networks, paid links, blog networks and unnatural link patterns.
Penguin is more about low quality links with weird looking anchor text, plus other over optimization related link building techniques.
In the discussion that has followed, it has been noted that the two seem to be inter-related to each other, so be sure to keep tabs on your websites performance, and don’t ignore the notifications you receive. You’ll only be sinking yourself faster should you choose to ignore any warnings or messages.