seo workshop by barry schwartz
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Latest Hot Topics In SEO & Search
ISDI SEO WorkshopJune 14, 2011
Barry Schwartz
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SEO & Search• About Me
• Google Updates
• History
• Famous Updates
• Panda
• SEO Penalties
• Future SEO & Search
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About Me
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New York (8)
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City University of NY
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RustyBrick• 1994 > 1999 > 2011
• Web Development & Software
• Mobile, iPhone & Android Applications
• 20 Employees
• MTV, Harvard, Harper Collins, etc.
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Search Engine Roundtable
• Started 2003
• 10,000+ Stories
• Tracks Search & SEO
• Awards, etc.
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Search Engine Land• December 2006
• Names
• Danny Sullivan
• Chris Sherman
• Greg Sterling
• Via Search Engine Watch
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SMX SphinnCon
• Chair SphinnCon Israel
• 2008
• 500 Attendees
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Cited
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SEO & Search• About Me
• Google Updates
• History
• Famous Updates
• Panda
• SEO Penalties
• Future SEO & Search
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Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail
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GoogleBot
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Google Index & Servers
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Google Dance
• Monthly Index Updates
• 2000 - 2003
• Data Centers Update
• Danced For ~ Week
• PageRank Watchers
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Rolling Updates
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Types Of Updates
• Algorithm Updates (i.e. Panda)
• Data Refreshes (i.e. Individual Complaints)
• Index Update (i.e. Caffeine)
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Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail
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Famous Updates• Fritz (Summer 2003)
• Florida (November 2003)
• Austin Update (Jan 2004)
• The Sandbox (April 2004)
• Bourbon (May 2005)
• Big Daddy (October 2005)
• Supplemental (Jan 2007)
• Paid Links (October 2007)
• Dewey Update (Mar 2008)
• Vince / Brand (March 2009)
• May Day (May 2010)
• Caffeine (June 2010)
• Scraper Filter (Jan. 2011)
• Panda (February 2011)
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Fritz Update
• Summer 2003
• Index Update
• Google Dance Over
• Daily Index Updates
• AKA “Everflux”
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Florida Update• November 2003
• Algorithm Update
• Before Holiday Season
• Overly SEO’d Sites & Affiliate Sites
• Businesses Went Bust
• Theories on AdWords
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Austin Update• January 2004
• Algorithm Update
• Revision To Florida
• Targets More SEO Techn
• Link Farms, Stuff Keywords, etc
• Easy SEO Dead
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Google Sandbox• April 2004
• Algorithm Update
• New Sites Won’t Rank
• Buying Old Sites
• Bourbon Update Fixes It? May 2005
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Bourbon Update• May - June 2005
• Algorithm Update
• Off-Page Factors
• Reciprocal Links
• Irrelevant Links
• Duplicate Content
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Big Daddy / Jagger• Oct. 2005 - Mar. 2006
• Index/Algorithm Update
• Infrastructure Change
• Low Value Pages Gone
• Supplemental Index?
• Faster Index Updates
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Goodbye Supplemental
• Dec. 2006 - Jan. 2007
• Index Update
• Supplemental Index Gone
• Main Index Goes Deeper, Faster & Comprehensive
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Paid Links• October 2007
• Algorithm Update
• Paid Links Targeted
• PageRank Penalties
• Forbes, NewsDay, Blogs & SERoundtable.com
• Why Now?
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Dewey Update• March/April 2008
• Index Update
• Google Dance Like
• Targets:
• SEO’d Content
• Links
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Vince / Brand Update• March 2009
• Algorithm Update
• Big Brands Take Over
• Google Said Not Brands
• Trust, Authority, Quality & PageRank
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May Day Update• April - May 2010
• Algorithm Update
• Long Tail Impact
• Quality Change
• Many Sites Hurt
• Quality vs Off Topic
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Caffeine Update• August 2009 - June 2010
• Infrastructure Update
• No Ranking Change
• Pages Missing From Index
• Faster, Fresher, Deeper Index, Within Minutes
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Scraper Update
• January 2011
• Targets Low Quality Scraper Sites
• Warned Days Prior
• Panda Soon To Come
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Panda Update• Late February 2011
• Algorithm Update
• 12% Of Results Changed
• Targets Low Quality Sites, Less Useful Sites, Little Content, Little Value
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Famous Updates• Fritz (Summer 2003)
• Florida (November 2003)
• Austin Update (Jan 2004)
• The Sandbox (April 2004)
• Bourbon (May 2005)
• Big Daddy (October 2005)
• Supplemental (Jan 2007)
• Paid Links (October 2007)
• Dewey Update (Mar 2008)
• Vince / Brand (March 2009)
• May Day (May 2010)
• Caffeine (June 2010)
• Scraper Filter (Jan. 2011)
• Panda (February 2011)
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Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail
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Panda Update In Detail
• Pre-Panda
• Panda Goals
• SEO Opinion
• Tips & Techniques
• Have Sites Recovered
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The Pre-Panda Google
• Bad Press
• SEOs Complaining vs Taking Advantage
• Google’s Focus On Hacked Sites
• Poor Quality Results
• Content Farms Rule?
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Pre-Panda Press• Paul Kedrosky, Dishwashers, and How
Google Eats Its Own Tail:Google has become a snake that too readily consumes its own keyword tail. Identify some words that show up in profitable searches -- from appliances, to mesothelioma suits, to kayak lessons -- churn out content cheaply and regularly, and you're done. On the web, no-one knows you're a content-grinder.
The result, however, is awful. Pages and pages of Google results that are just, for practical purposes, advertisements in the loose guise of articles, original or re-purposed. It hearkens back to the dark days of 1999, before Google arrived, when search had become largely useless, with results completely overwhelmed by spam and info-clutter.
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Pre-Panda Press• Alan Patrick, On the increasing uselessness
of Google:The lead up to the Christmas and New Year holidays required researching a number of consumer goods to buy, which of course meant using Google to search for them and ratings reviews thereof. But this year it really hit home just how badly Google's systems have been spammed, as typically anything on Page 1 of the search results was some form of SEO spam - most typically a site that doesn't actually sell you anything, just points to other sites (often doing the same thing) while slipping you some Ads (no doubt sold as "relevant")...
Google is like a monoculture, and thus parasites have a major impact once they have adapted to it - especially if Google has "lost the war". If search was more heterogenous, spamsites would find it more costly to scam every site. That is a very interesting argument against the level of Google market dominance.
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Pre-Panda Press• Jeff Atwood, Trouble in the House of
Google:Throughout my investigation I had nagging doubts that we were seeing serious cracks in the algorithmic search foundations of the house that Google built. But I was afraid to write an article about it for fear I'd be claimed an incompetent kook. I wasn't comfortable sharing that opinion widely, because we might be doing something obviously wrong. Which we tend to do frequently and often. Gravity can't be wrong. We're just clumsy … right?
I can't help noticing that we're not the only site to have serious problems with Google search results in the last few months. In fact, the drum beat of deteriorating Google search quality has been practically deafening of late.
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Pre-Panda Press• TechCrunch: Why We Desperately Need a
New (and Better) GoogleThe problem is that content on the internet is growing exponentially and the vast majority of this content is spam. This is created by unscrupulous companies that know how to manipulate Google’s page-ranking systems to get their websites listed at the top of your search results. When you visit these sites, they take you to the websites of other companies that want to sell you their goods. (The spammers get paid for every click.) This is exactly what blogger Paul Kedrosky found when trying to buy a dishwasher.
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Pre-Panda Press• ReadWriteWeb: Content Farms: Why
Media, Blogs & Google Should Be WorriedGoogle Needs to Wake Up and Smell the Coffee
I can only hope that Google and other search engines find betters ways to surface quality content, for its own sake as well as ours. Because right now Google is being infiltrated on a vast scale by content farms.
If you thought it was bad enough that many professional blogs pump out 30 posts a day, often regurgitations of press releases or quick write-ups of "news" such as Twitter being down for a few minutes (note the irony of that tweet), this new type of Google gaming is on a far bigger scale.
What Demand Media, Answers.com and AOL are doing is having a much greater impact on the quality and findability of content on the Web.
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Complaints
• Aaron Wall of SEO Book on Mahalo *
• Michael Gray on eHow, About.com, etc. *
• WebmasterWorld Complaints On Google Quality *
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Hacked Sites
• 2009-2010 Focus on Hacked Sites
• 2011 Move Resources Back To Search Quality
• Google Reduced Hacked Sites In Results by 90%
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Panda Update In Detail
• Pre-Panda
• Panda Goals
• SEO Opinion
• Tips & Techniques
• Have Sites Recovered
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Google’s Answer: Panda
• Shut Press
• Answer To Bing
• Answer To Quality
• Shinny Search Results
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Quiet The Press• Matt Cutts Admits Faults
Referencing Press *
• Says Spam Reduced
• Hack Sites Less
• Index Size & Freshness Improved
• Promises Improvements
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Bing & Blekko
• Google Copying Bing
• Blekko Mocking Google Spam & Bans Content Farms
• Facebook Planting Smear Campaigns
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Quality = Panda• February 24, 2011 *
• 12% Results Change
• Huge Changes In Results
• April 11th, 2% Changes & Global Rollout
• 84% Overlap on Chrome Extension
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Apple Packaged Results
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Panda Update In Detail
• Pre-Panda
• Panda Goals
• SEO Opinion
• Tips & Techniques
• Have Sites Recovered
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Who’s Hit?
• eHow.com 66%
• ezinearticles.com 90%
• associatedcontent.com 93%
• mahalo.com 84%
• articlesbase.com 94%
Source: Sistrix
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eHow DeclineSource: Sistrix
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Mahalo KeywordsSource: Sistrix
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40% Say Hurt• 40% said Less Google
Traffic (Negative Impact)
• 25% said Same Google Traffic (No Impact)
• 18% said More Google Traffic (Positive Impact)
• 14% said Don't Know Yet
Source: SERoundtable.com
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Types Of Sites Hurt
• Low Quality Content?
• Mass Produced Content?
• Sites With Lots of Ads?
• Copied Content
• Less Useful Content
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Did Google Improve?• Google Says Yes
• 84% Blocklist Overlap
• Wired Quote
Wired.com: Do you feel that this update has done what you wanted it to do?
Cutts: I would say so. I got an e-mail from someone who wrote out of the blue and
said, “Hey, a couple months ago, I was worried that my daughter had pediatric multiple sclerosis, and the content farms were ranking above government sites,” Now, she said, the government sites are ranking higher. So I just wanted to write
and say thank you.
Singhal: It’s really doing what we said it would do.
“According to our metrics, this update
improves overall search quality,” Wysz, Google
Forums.
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Did Google Improve?
• SEOs Mostly Say No
• Bias?
"Farmer," on the other hand, as a reaction to criticisms
regarding the quality - as opposed to relevance - of sites appearing in the search results, has achieved the same sort of scale of collateral damage as
"Florida" without actually hitting the mark. - WebmasterWorld
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Pandalized
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Panda Update In Detail
• Pre-Panda
• Panda Goals
• SEO Opinion
• Tips & Techniques
• Have Sites Recovered
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Tips To Recover
• Google Advice
• SEO Advice
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Google Advice : Help
• Google Opens Support Thread
• ~4,000 Posts Since March
• Very Few Google Responses
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Google Advice: Jan 28
One thing that is very important to our users (and algorithms) is high-quality, unique and compelling content. Looking through that site, I have a hard time finding content that is only
available on the site itself. If you do have such high-quality, unique and compelling content, I'd recommend separating it
from the auto-generated rest of the site, and making sure that the auto-generated part is blocked from
crawling and indexing, so that search engines can focus on what makes your site unique and valuable to users world-wide.
- John Mueller, Google
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Google Advice: March 7Our recent update is designed to reduce rankings for low-quality sites, so the key thing for webmasters to do is make sure their sites are the highest quality possible. We looked at a variety of signals to detect low quality sites. Bear in mind that people searching on Google typically don't want to see shallow or poorly written content, content that’s
copied from other websites, or information that are just not that useful. In addition, it's important for webmasters to know that low quality
content on part of a site can impact a site's ranking as a whole. For this reason, if you believe you've been impacted by this change you should evaluate all the content on your site and do your best to improve the
overall quality of the pages on your domain. Removing low quality pages or moving them to a different domain could help your
rankings for the higher quality content. - Wysz, Google
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Google Advice: May 6
• Amit Singhal
• 23 Questions
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Google Advice: Q1
• Would you trust the information presented in this article?
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Google Advice: Q2
• Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
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Google Advice: Q3
• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
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Google Advice: Q4
• Would you be comfortable giving your credit card information to this site?
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Google Advice: Q5
• Does this article have spelling, stylistic, or factual errors?
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Google Advice: Q6
• Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
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Google Advice: Q7
• Does the article provide original content or information, original reporting, original research, or original analysis?
![Page 75: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/75.jpg)
Google Advice: Q8
• Does the page provide substantial value when compared to other pages in search results?
![Page 76: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/76.jpg)
Google Advice: Q9
• How much quality control is done on content?
![Page 77: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/77.jpg)
Google Advice: Q10
• Does the article describe both sides of a story?
![Page 78: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/78.jpg)
Google Advice: Q11
• Is the site a recognized authority on its topic?
![Page 79: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/79.jpg)
Google Advice: Q12• Is the content mass-
produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
![Page 80: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/80.jpg)
Google Advice: Q13
• Was the article edited well, or does it appear sloppy or hastily produced?
![Page 81: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/81.jpg)
Google Advice: Q14
• For a health related query, would you trust information from this site?
![Page 82: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/82.jpg)
Google Advice: Q15
• Would you recognize this site as an authoritative source when mentioned by name?
![Page 83: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/83.jpg)
Google Advice: Q16
• Does this article provide a complete or comprehensive description of the topic?
![Page 84: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/84.jpg)
Google Advice: Q17
• Does this article contain insightful analysis or interesting information that is beyond obvious?
![Page 85: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/85.jpg)
Google Advice: Q18
• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
![Page 86: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/86.jpg)
Google Advice: Q19
• Does this article have an excessive amount of ads that distract from or interfere with the main content?
![Page 87: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/87.jpg)
Google Advice: Q20
• Would you expect to see this article in a printed magazine, encyclopedia or book?
![Page 88: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/88.jpg)
Google Advice: Q21
• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
![Page 89: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/89.jpg)
Google Advice: Q22
• Are the pages produced with great care and attention to detail vs. less attention to detail?
![Page 90: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/90.jpg)
Google Advice: Q23
• Would users complain when they see pages from this site?
![Page 91: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/91.jpg)
Google Advice: May 6
• Amit Singhal
• 23 Questions
• Solution
One other specific piece of guidance we've offered is that low-quality
content on some parts of a website can impact the whole site’s
rankings, and thus removing low quality pages, merging or improving the content of
individual shallow pages into more useful pages, or moving low quality pages to a different domain could
eventually help the rankings of your higher-quality content.
![Page 92: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/92.jpg)
Matt Cutts : May 25th
![Page 93: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/93.jpg)
Tips To Recover
• Google Advice
• SEO Advice
![Page 94: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/94.jpg)
SEO Advice
• Check Your Analytics Data To Ensure You're Investigating the Right Problem
• Pinpoint The Query Categories and Pages In Decline
• Make a Prioritized Plan
• File A Reconsideration Request
Vanessa Fox: http://selnd.com/gcovE8
![Page 95: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/95.jpg)
SEO Advice• Address the most
significantly impacted pages first, get rid of them
• Use Meta Robots noindex, follow tag on individual pages
• Delete the pages permanently
• Don't delete, improve the content of the page immediately.
• Reduce the number of internal links
• Improve the content X ad density ratio. More unique content on ad heavy pages.
Ben Pfeiffer: http://ser.bz/eW8vZH
![Page 96: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/96.jpg)
SEO Advice• Remove redundant
pagination
• Use the rel="canonical" attribute on duplicate pages
• Do nothing quite yet, watch and see what happens
• Revisit those dark and forgotten parts of your website, eliminate any junk
• Address boilerplate content. Reduce it, or consider making it unique for each page
• Give Google feedback on the update and how it impacted your website
• Submit a reinclusion request once you have cleaned up portions of your website
Ben Pfeiffer: http://ser.bz/eW8vZH
![Page 97: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/97.jpg)
SEO Advice• Reduce Number Of Ads
• Move Placement Of Ads
• Quality Content
• Don’t Let Google Access Questionable Pages
• More Investment in Content
• Different Writing Styles
• Vary Length Of Articles
• Info Architecture To Expose Good Content
![Page 98: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/98.jpg)
SEO Advice
• Wary of UGC
• Analytics: See Pages With Low Time Spent
• Site Speed?
• Do Not Manipulate Google
![Page 99: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/99.jpg)
Panda Update In Detail
• Pre-Panda
• Panda Goals
• SEO Opinion
• Tips & Techniques
• Have Sites Recovered
![Page 100: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/100.jpg)
Any Recovery?
• April Some Reports of Incremental Returns
• False Full Recovery Reports
• Poll
• Expert SEOs
![Page 101: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/101.jpg)
Did You Recover From Panda?
74%
8%
5%
13%
NoYes - Not FullyYes - FullyN/A
![Page 102: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/102.jpg)
Expert SEOs Say...
NO
![Page 103: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/103.jpg)
Expert SEOs Say...
NO
![Page 104: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/104.jpg)
Expert SEOs Say...
NO
![Page 105: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/105.jpg)
Expert SEOs Say...
NO
![Page 106: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/106.jpg)
Expert SEOs Say...
NObut... slight uptick in traffic like 10-20%
but no FULL recoveries
![Page 107: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/107.jpg)
Expert SEOs Say...
NO
![Page 108: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/108.jpg)
Expert SEOs Say...
No
![Page 109: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/109.jpg)
Expert SEOs Say...
No
![Page 110: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/110.jpg)
Panda Manually Pushed
![Page 111: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/111.jpg)
Panda Timeline
• Panda 1.0 - Late February (12%)
• Panda 2.0 (International) - April 11th (2%)
• Panda 2.1 - Early March
• Panda 2.2 - Mid-June?
![Page 112: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/112.jpg)
Panda 2.2 : Expect...
• Coming Very Soon (being tested internally)
• Improved Scraper Detection
• No Manual Exceptions Still
• Updates To Date Have Not Been Push Backs (i.e. Florida pull backs)
![Page 113: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/113.jpg)
![Page 114: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/114.jpg)
Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail
![Page 115: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/115.jpg)
SEO & Search• About Me
• Google Updates
• History
• Famous Updates
• Panda
• SEO Penalties
• Future SEO & Search
![Page 116: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/116.jpg)
Google Penalties
![Page 117: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/117.jpg)
Google Penalties
• Google Webmaster Communication
• Official Google Penalty Notifications
• Unofficial Penalty Signs
![Page 118: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/118.jpg)
Google Communication
• GoogleGuy @ WebmasterWorld
• 2001
![Page 119: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/119.jpg)
GoogleGuy = Matt Cutts
![Page 120: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/120.jpg)
Adam Lasnik
• 2007
• “Mini Matt”
• Official Google Rep For Webmasters
![Page 121: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/121.jpg)
More...
![Page 122: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/122.jpg)
and more...
![Page 123: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/123.jpg)
Google Penalties
• Google Webmaster Communication
• Official Google Penalty Notifications
• Unofficial Penalty Signs
![Page 124: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/124.jpg)
Official Notifications
![Page 125: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/125.jpg)
Official Notifications
![Page 126: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/126.jpg)
Official Notifications
![Page 127: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/127.jpg)
Google Penalties
• Google Webmaster Communication
• Official Google Penalty Notifications
• Unofficial Penalty Signs
![Page 128: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/128.jpg)
Unofficial Signs
![Page 129: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/129.jpg)
Unofficial Signs
![Page 130: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/130.jpg)
Unofficial Signs
![Page 131: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/131.jpg)
Unofficial Signs
![Page 132: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/132.jpg)
Unofficial Signs
![Page 133: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/133.jpg)
Source: SEOmoz
![Page 134: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/134.jpg)
Source: SEOmoz
![Page 135: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/135.jpg)
Google Penalties
• Google Webmaster Communication
• Official Google Penalty Notifications
• Unofficial Penalty Signs
![Page 136: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/136.jpg)
SEO & Search• About Me
• Google Updates
• History
• Famous Updates
• Panda
• SEO Penalties
• Future SEO & Search
![Page 137: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/137.jpg)
Search Evolution
• Search 1.0 - On Page Factors - 1996
• Search 2.0 - Off Page Factors - 1998
• Search 3.0 - Vertical Factors - 2007
• Search 4.0 - Social Factors - 2010
![Page 138: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/138.jpg)
Search 1.0
• 1996
• Textual Search
• On-Page Criteria
![Page 139: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/139.jpg)
Search 2.0
• 1998
• Off-Page Factors
• Links & PageRank
![Page 140: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/140.jpg)
Search 3.0
• 2007
• Vertical Results Blended
• Ask 3D
• Google Universal Search
• Bing
![Page 141: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/141.jpg)
![Page 142: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/142.jpg)
![Page 143: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/143.jpg)
What Is Search?
Question
Answer
Answer
![Page 144: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/144.jpg)
Search Marketing & SEO• Search Marketing is
working to be found when someone overtly expresses a need or desire
• Search or
• Shaking A Phone or
• Taking A Picture
![Page 145: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/145.jpg)
Search Marketing & SEO• SEO is working to be visible in the unpaid search results
Free
Paid
![Page 146: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/146.jpg)
Social Media is...• Social Networking:
Facebook, MySpace, LinkedIn
• Social Bookmarking: Delicious, StumbleUpon
• Social News: Reddit, Digg
• Social Knowledge: Wikipedia, Yahoo Answers
• Social Sharing: Twitter, YouTube, Flickr, Yelp, Foursquare, Facebook…
![Page 147: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/147.jpg)
Search 4.0
• Social Search
• Human Elements
• Twitter, Facebook, Google Reader, Google +1, Blocksites, etc
![Page 148: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/148.jpg)
Social Search Is...
• Search Results Influenced By Social Sites
• Your Social Network
• Global Social Networks
• Not Searching Social Content
• Facebook Search or Twitter Search
![Page 149: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/149.jpg)
![Page 150: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/150.jpg)
![Page 151: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/151.jpg)
![Page 152: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/152.jpg)
Real Time Content
![Page 153: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/153.jpg)
Real Time Search
![Page 154: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/154.jpg)
Google Real Time
![Page 155: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/155.jpg)
Bing Real Time Search
![Page 156: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/156.jpg)
![Page 157: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/157.jpg)
![Page 158: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/158.jpg)
Search Evolution
• Search 1.0 - On Page Factors - 1996
• Search 2.0 - Off Page Factors - 1998
• Search 3.0 - Vertical Factors - 2007
• Search 4.0 - Social Factors - 2010
![Page 159: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/159.jpg)
More Search Features
• Geolocation (Location)
• Personalization (Search History)
• Blocking Sites
• +1 Sites
• Social Search
![Page 160: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/160.jpg)
Search Marketing 4.0
• Tweets & Likes Is New Link Building
• Not Only Ranking Factors
• Get More Visibility, More Traffic, More Links
• Authority Counts (i.e. auto-retweets)
![Page 161: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/161.jpg)
Google Me
![Page 162: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/162.jpg)
American Airlines
![Page 163: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/163.jpg)
Chrysler SuperBowl Ad
![Page 164: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/164.jpg)
TV Makes Users Search
![Page 165: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/165.jpg)
Follow Me on Twitter
![Page 166: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/166.jpg)
Friend Me On Facebook
![Page 167: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/167.jpg)
Facebook Pages
![Page 168: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/168.jpg)
Offline MarketingGoes Online
Your Customers Are Searching... Make Sure You Are Found!
![Page 169: SEO Workshop by Barry Schwartz](https://reader038.vdocuments.site/reader038/viewer/2022102900/54bb999c4a7959a8338b4596/html5/thumbnails/169.jpg)
@rustybrickFollow Me On Twitter
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facebook.com/rustybrickLike Me On Facebook
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rustybrick.com/[email protected]
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More On Search
• searchengineland.com
• seroundtable.com
• searchengineland.com/searchcap.php
• sphinn.com
• searchmarketingexpo.com
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Questions?
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Questions SubmittedOnline By Attendees
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Q1: Mobile SEO?Is there any main difference between the Mobile SEO
respect conventional SEO?
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Mobile SEO Issues : Old Phones• Google’s Mobile Index vs. Web Index
• UserAgent : Googlebot-Mobile
• HTTP "Accept” Header to Serve Mobile Pages
• Mobile Markup Languages
• WML, XHTML Basic, XHTML MP & cHTML
• Mobile XML Sitemap
• Resources: http://goo.gl/izztR
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Mobile SEO Issues: Smart Phones
• Detect UserAgent: http://goo.gl/QC5TY
• Use Special Stylesheet
• Keep URLs The Same
• Keep Content The Same
• Make User Interface Easier
• Make Speed Faster
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Desktop Version
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Mobile Version
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Print Version
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Mobile SEO Issues• Duplicate URLs with Same Content
• m.domain.com
• domain.com/&printable=yes
• Different Content on Same URLs
• Cloaking
• IP Delivery
• One Site, One Content, Different Dress
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Q2: Speed CrawlHow can you make Google to crawl your website after
an update in your content, pages, etc?
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Increase Crawl Frequency
• Update Content Often
• RSS Feeds May Help
• XML Sitemap Files
• Higher PageRank
• More Links & Higher Up In Site Structure
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Q3: Panda ExpandedIs the Panda algorithm identifying duplicate contents and patterns: same URLs, titles…(?). If your site has
been hit, how can this be overcome? Will it be enough if you rewrite the content? or should you add more value by adding more contents (images, video…). How good will the algorithm be at identifying those same things in
other languages.
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Cutts On LanguagesSource: http://www.youtube.com/watch?v=Ets7nHOV1Yo
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Q4: Hit By Panda?Do you know of any site which has really been hit by Panda (not any other kind penalization/ban) and has
managed to get rid of it? If so, How?
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Sorry - No
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Q5: UGCHow does Google consider users’ profiles on social
networks and user generated content by them? Could be a lot of void users profiles (therefore, dupes) or not frequently updated a signal of a low quality site? What
about used generated content?
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If users are creating content for your site (eg if you have a wiki or something similarly user-created), then I think it's definitely a good idea to help them to create high-quality content, be that by providing a spelling checking mechanism, or by making it possible for other users (or you :-)) to fix quality-issues as they are found.
On the other hand, if these are comments or testimonials left behind by users, then I think it would be a bit weird to modify them. Would you like to have that happen to feedback that you leave behind on other sites? Personally, that would bother me a bit. As the site-owner, I think it's fine (and usually expected) to make an editorial decision in whether or not a comment should remain on your site. Ultimately, it's up to you do make a decision on where you want to draw a line :-).One way to think about this is to look at what users are searching for when they reach pages like that. Are they looking for the content in the comments? If so, one solution could be to take some of those comments and to keep a cleaner version within your own content, referencing the exact user comment further below on that page. For example: "Update: In response to this article, XZY left an insightful comment saying ABC. You can find the full comment below."Another possible solution might be to allow users to "+1" (upvote) comments, and to only show the most insightful ones by default. Users would still be able to view all comments (maybe on a separate URL that isn't indexed, or through the use of AJAX), but by default, the ones shown and allowed to be indexed would be the ones that your users have found to be the most important ones. Depending on your audience, I imagine that could result in the lower-quality comments disappearing on their own.Hope this gives you some ideas :) -- it would be great to hear back from you regarding your choice and how that works out for you.
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Link Building Tips• Quality Pages
• Guest Posting
• Sponsorships/Partners
• Infographics
• Videos
• Tools
• Badges/Awards
• Incentives
• Testimonials
• Get Scrapped
• Exchange Links
• Paid Links...