A detailed look at how Panda and Penguin work, why it means there are many more updates like them coming, and how to future proof your online marketing efforts

1. Algo Proofing for 2012 and Beyond

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. 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

4. First Panda
 Feb 23, 2011
 Attacked poor
content sites
 Many updates
since then (on
version 3.9)
@stonetemple / + Eric Enge

5. Matt Cutts on “Link Building”
“It segments you into a
mindset, and people
get focused on the
wrong things”
@stonetemple / + Eric Enge

6. 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

7. Panda/Penguin/Page Layout 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

8. Simplified View
Massive Main
Offline Ranking
Adjustment Google
Calculation Score
Algorithm
@stonetemple / + Eric Enge

9. 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

10. Matt Cutts on Panda/Penguin
“… you are right that
these algorithms do
represent new types of
capabilities for us.”
@stonetemple / + Eric Enge

11. 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

12. 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

13. So What’s Next?
(Speculation Ahead!)
@stonetemple / + Eric Enge

14. Thin Content Pages with Too Many Links
@stonetemple / + Eric Enge

15. Bad PR Balance
Quantity
PageRank
@stonetemple / + Eric Enge

16. Bad PR Balance
Quantity
No Trusted Links
PageRank
@stonetemple / + Eric Enge

17. 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

18. Low Relevance Infographic Links
@stonetemple / + Eric Enge

19. 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.
@stonetemple / + Eric Enge

20. 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 …
@stonetemple / + Eric Enge

21. Does Your Anchor Text Look Like This?
6% 12%
10%
11%
11%
13% 23%
14%
@stonetemple / + Eric Enge

22. Or, Like This?
Brand Generic
Name(s) Words
Domain
Or URL
@stonetemple / + Eric Enge

23. Highly Commercial Term Results Manual Review
 Take the Top 500
Commercial Spaces
 Review Results by
Hand
@stonetemple / + Eric Enge

24. 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
@stonetemple / + Eric Enge

25. 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

26. The new way of thinking …
 What would you do
if there was no
Google?
 Would users be
upset if you are not
on the first page of
the SERPs?
@stonetemple / + Eric Enge

27. … is the old way of thinking …

28. … with a new media twist

29. Build a Community
@stonetemple / + Eric Enge

30. The Synergy We’re Looking For
Shared on
Social Networks
Helps Drive
New Followers,
Fans, Friends
Traffic, Links & New Subscribers
@stonetemple / + Eric Enge

31. The Synergy We Are Looking For – Step 2
(Influencers)
(Sharing)
(Your Stuff)
@stonetemple / + Eric Enge

32. High End Guest Posting
@stonetemple / + Eric Enge

33. And More High End Guest Posting
@stonetemple / + Eric Enge

34. Relevant Viral Content
@stonetemple / + Eric Enge

35. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com
@stonetemple / + Eric Enge