Transcript
Eric Enge @stonetemple
Penguin 4.0
Eric Enge @stonetemple
ERIC ENGE, CEOSTONE TEMPLE CONSULTING
NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards 2016 Search Personality of the Year
2016 Landys Search Marketer of the Year
Eric Enge @stonetemple
Penguin #1 (1.0): April 24, 2012Penguin #2: May 25, 2012Penguin #3: October 5, 2012Penguin #4 (2.0): May 22, 2013Penguin #5: October 4, 2013Penguin 3.0: October to December 2014
Penguin Drove Large Traffic Drops
Early Algo Release Dates:
Eric Enge @stonetemple
Prior Releases of Penguin Penalized Sites
Eric Enge @stonetemple
Penguin Used to Penalize the Entire Site
Eric Enge @stonetemple
Prior Versions Updated Rarely, Often Less Than Once Per Year
“Always Look at the Bright Side of Life”
Eric Enge @stonetemple
Types of Links Targeted by Penguin
Web Directories
Article directories
International links
Bad anchor text mix
Coupon Codes Poor Quality Widgets Affiliate Spam Other Non-
Editorial Links
Request removal first
… then disavow the
rest
Eric Enge @stonetemple
What About Penguin 4.0?
Released on September 23, 2016
Represents a Sea Change in the way Penguin Works
No Longer Assesses a “Penalty”
Simply Discounts the “Bad Links”
Eric Enge @stonetemple
Penguin 4.0 Adjusts Link Signal Weights
Link SignalsDatabase
Penguin adjusts weighting of links as they
are discovered
Eric Enge @stonetemple
Penguin 4.0 is More Granular
“Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.”
Google’s Gary Illyes
Eric Enge @stonetemple
Penguin 4.0 is More Granular
Kristian
Eric Enge @stonetemple
Normal Crawling Drives Link Discovery
Updating the Database does
NOT immediately
impact rankingsLink SignalsDatabase
Eric Enge @stonetemple
New Links Applied to Your PageWhen It’s Recrawled
Link SignalsDatabase
Eric Enge @stonetemple
New Penguin Releases Will …
1. Address New Link Types
2. Adjust Ranking Weights
3. Process Collections of Link Signals in New Ways
Eric Enge @stonetemple
How Impact of Penguin Releases Will be Felt
Eric Enge @stonetemple
Speculation: Disavow Files Used to Train Penguin
Eric Enge @stonetemple
Econsultancy.com, DA 83 Site
Eric Enge @stonetemple
Eric Enge @stonetemple
Jon Cooper, PointBlankSEO
Eric Enge @stonetemple
Reconsideration Requests are Irrelevant
“Absolutely no reconsideration request can help you with Penguin. Reconsideration requests are for manual actions, and you can only file one if we have an incident created internally. Penguin doesn't create an incident, it never did and I'm very certain it never will. Reconsideration requests do not and will not help with Penguin.”
Google’s Gary Illyes
Eric Enge @stonetemple
E-Commerce Site Example
Source: Marie Haynes
Eric Enge @stonetemple
E-Commerce Site Example
Source: Marie Haynes
Eric Enge @stonetemple
E-Commerce Site Example
Source: Marie Haynes
Eric Enge @stonetemple
E-Commerce Site Example
Source: Marie Haynes
Eric Enge @stonetemple
Nationally Recognized
Brand
Source: Marie Haynes
Eric Enge @stonetemple
Nationally Recognized
Brand
Source: Marie Haynes
Eric Enge @stonetemple
Nationally Recognized
Brand
Source: Marie Haynes
Eric Enge @stonetemple
Nationally Recognized
Brand
Source: Marie Haynes
Eric Enge @stonetemple
Large B2B Company
Source: Marie Haynes
Eric Enge @stonetemple
Large B2B Company
Source: Marie Haynes
Eric Enge @stonetemple
What Can you Do?
Well, Actually, Go Get New Great Links
Eric Enge @stonetemple
Do Prune Your Bad Links on a Regular Basis
Disavow Bad Links Found!
Eric Enge @stonetemple
Also, Worry About Manual Reviews
Can Penguin Lead to Manual
Reviews?
Eric Enge @stonetemple
What About Negative SEO?
“So the thing about negative SEO is that, to this date, I haven’t seen a single…well, not just me but also the ranking team hasn’t seen a single case where it was really negative SEO. It was more about clients not revealing details to the SEO who was doing the cleanup, for example”
Google’s Gary Illyes
Eric Enge @stonetemple
Eric Engeeenge@stonetemple.com
@stonetemple+Eric Enge
(508) 962-8474www.stonetemple.com
Thank You!
top related