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. 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
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4. SEOs Focused on Tricks
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5. But What About Users?
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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
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7. Bad Link Building Practices
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8. Bought Links
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9. Matt Cutts on “Link Building”
“It segments you into a
mindset, and people
get focused on the
wrong things”
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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!)
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18. Thin Content Pages with Too Many Links
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19. Bad PR Balance
Quantity
PageRank
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20. Bad PR Balance
Quantity
No Trusted Links
PageRank
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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
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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
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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