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#123webinar | @webmarketing123
/ About Webmarketing123 
#123webinar | @webmarketing123 
We drive revenue. 
Not just clicks and traffic. 
SEM 
SEO 
Attribution 
Display 
Video 
Content 
Creation 
ROI 
Tracking 
Social 
Website 
Design 
Conversion 
Optimization
#123webinar | @webmarketing123 
FAQs 
1. How can I ask questions? 
Tweet @webmarketing123, tag 
your tweets with #123webinar, 
or type in the chat box. 
2. Can I have a copy of the slides? 
Yes! We’ll email you a copy 
after the presentation.
#123webinar | @webmarketing123 
1 What is Penguin 3.0? 
Inside Google’s Latest Search Algorithm Update 
2 Why Should Marketers Care? 
Link Building is a Critical SEO Component 
3 What Should Marketers Do Now? 
How to Recover & Future Proof Search Rankings 
4 Live Q&A 
Ask Your Toughest SEO Questions 
On the Agenda
#123webinar | @webmarketing123 
The penguin is back. 
/ What is Panda 3.0? 
3.0 hates spammy link 
building.
What makes 3.0 different? / What is Panda 3.0? 
#123webinar | @webmarketing123
First Penguin 1 in over a year. 
/ What is Panda 3.0? 
#123webinar | @webmarketing123 
1.0 1.1 1.2 2.0 2.1 3.0 
April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 
Penguin 3.0 started on 
October 17th, 2014.
/ What is Panda 3.0? 
Google announced 2 the update. 
#123webinar | @webmarketing123 
Source: Search Engine Land 
Google warned SEOs about 
Penguin 3.0 weeks before 
the release at SMX.
/ What is Panda 3.0? 
3.0 may hint 3 at something bigger. 
Many speculate 3.0 is a refresh, 
prepping for a much larger 
update soon. ? 
#123webinar | @webmarketing123 
1.0 1.1 1.2 2.0 2.1 3.0 
April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 Oct ‘14 
Source: Inc Magazine
#123webinar | @webmarketing123 
1 What is Penguin 3.0? 
Inside Google’s Latest Search Algorithm Update 
2 Why Should Marketers Care? 
Link Building is a Critical SEO Component 
3 What Should Marketers Do Now? 
How to Recover & Future Proof Search Rankings 
4 Live Q&A 
Ask Your Toughest SEO Questions 
On the Agenda
SEO leads bring home the bacon. 
93% of all consumers search before making a 
purchase. 
#123webinar | @webmarketing123 
Source: Search Engine Land 
/ Why Should Marketers Care?
SEO leads bring home the bacon. 
SEO leads cost 60% less & close 2x faster than 
any other digital channel. 
#123webinar | @webmarketing123 
Source: eConsultancy 
McKinsey, http://cmsoforum.mckinsey.com/topic/roi 
/ Why Should Marketers Care?
/ Why Should Marketers Care? 
Link building is a critical SEO factor. 
Source: Jason DeMers, 
Forbes Magazine 
#123webinar | @webmarketing123 
Your 
Website 
Inbound links 
to your website 
remain the most 
significant element 
of Google’s ranking 
algorithm.
/ Why Should Marketers Care? 
Penguin changed link building. 
Link Building Before Link Building Now 
#123webinar | @webmarketing123 
Link building used to mean chasing after 
more links & exact match anchor text. 
Modern link building must be done the old 
fashioned way: Promoting quality content.
#123webinar | @webmarketing123 
1 What is Penguin 3.0? 
Inside Google’s Latest Search Algorithm Update 
2 Why Should Marketers Care? 
Link Building is a Critical SEO Component 
3 What Should Marketers Do Now? 
How to Recover & Future Proof Search Rankings 
4 Live Q&A 
Ask Your Toughest SEO Questions 
On the Agenda
/ What Should Marketers Do Now? 
#123webinar | @webmarketing123 
First, identify the penalty. 
Is it an algorithm? Or, manual? 
þ Message from Google in 
Webmaster Tools account. 
þ Does drop in organic traffic 
coincide with algorithm 
updates? 
þ Moz’s Google Algorithm 
Change History is a great 
resource. 
Source: Search Engine Watch; Google Unnatural 
Links Manual Penalty: A Recovery Guide
/ What Should Marketers Do Now? 
If it is Penguin, launch your recovery plan: 
#123webinar | @webmarketing123 
2 
3 
Get a list of your inbound links from Google Webmaster Tools. 
Conduct a link profile audit to identify bad links. 
Ask the link source to remove the link. 
Use the Google disavow tool on all bad links. 
1 
4 
Resubmit your site for Google 5 reconsideration.
/ What Should Marketers Do Now? 
Follow the new link building blue print. 
#123webinar | @webmarketing123
*When used strictly for 
search rankings 
#123webinar | @webmarketing123 
Keep 1 guest blogging. 
/ What Should Marketers Do Now? 
“Stick a fork in it: 
guest blogging is done; 
it’s just gotten too spammy.” 
Matt Cutts 
Google Head of Web Spam
#123webinar | @webmarketing123 
Keep 1 guest blogging. 
When done right, high-quality guest 
blogging can deliver: 
1 
TIP: Don’t forget to vary anchor text 
& use “rel=canonical” tags when 
needed! 
/ What Should Marketers Do Now? 
Increased organic traffic. 
More brand mentions & implied links. 
2
/ What Should Marketers Do Now? 
Create 2 content people like. 
#123webinar | @webmarketing123 
They’ll naturally link to it! 
2 
3 
Infographics 
Videos 
1 
How-to guides, eBooks, etc.
/ What Should Marketers Do Now? 
Create 2 content people like. 
#123webinar | @webmarketing123 
Great content is worth the time, budget, and effort. 
þ 3,553 leads to date. 
þ 23 new sales opportunities. 
þ Feature on high profile blogs like, 
MarketingLand.
/ What Should Marketers Do Now? 
Don’t under estimate 3 social media. 
Social signals have the highest correlation with rising search rankings. 
#123webinar | @webmarketing123 
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
/ What Should Marketers Do Now? 
Don’t under estimate social media. 
3 
Strong social media activity influences overall domain performance: 
Produces frequent direct traffic. 
Indicates new, quality content is added to the site. 
#123webinar | @webmarketing123 
1 
2 
3 
Signals strong brand awareness. 
4 Share-worthy content naturally builds links and 
earned media. 
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
#123webinar | @webmarketing123 
1 What is Penguin 3.0? 
Inside Google’s Latest Search Algorithm Update 
2 Why Should Marketers Care? 
Link Building is a Critical SEO Component 
3 What Should Marketers Do Now? 
How to Recover & Future Proof Search Rankings 
4 Live Q&A 
Ask Your Toughest SEO Questions 
On the Agenda
Mike Turner, Webmarketing123 
Director of Business Development 
e: results@webmarketing123.com t: 800. 619. 1570 
#123webinar | @webmarketing123 
Let’s 
Talk! 
Thanks! 
Get a second opinion on your SEO. 
In a 30 minute consultation, learn: 
ü Where you rank in relation to competitors 
ü Measure revenue opportunity from Search 
ü What you can do to accelerate results from SEO now

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Penguin 3.0: What Marketers Need to Know - Slides

  • 2. / About Webmarketing123 #123webinar | @webmarketing123 We drive revenue. Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization
  • 3. #123webinar | @webmarketing123 FAQs 1. How can I ask questions? Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. 2. Can I have a copy of the slides? Yes! We’ll email you a copy after the presentation.
  • 4. #123webinar | @webmarketing123 1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? Link Building is a Critical SEO Component 3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
  • 5. #123webinar | @webmarketing123 The penguin is back. / What is Panda 3.0? 3.0 hates spammy link building.
  • 6. What makes 3.0 different? / What is Panda 3.0? #123webinar | @webmarketing123
  • 7. First Penguin 1 in over a year. / What is Panda 3.0? #123webinar | @webmarketing123 1.0 1.1 1.2 2.0 2.1 3.0 April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 Penguin 3.0 started on October 17th, 2014.
  • 8. / What is Panda 3.0? Google announced 2 the update. #123webinar | @webmarketing123 Source: Search Engine Land Google warned SEOs about Penguin 3.0 weeks before the release at SMX.
  • 9. / What is Panda 3.0? 3.0 may hint 3 at something bigger. Many speculate 3.0 is a refresh, prepping for a much larger update soon. ? #123webinar | @webmarketing123 1.0 1.1 1.2 2.0 2.1 3.0 April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 Oct ‘14 Source: Inc Magazine
  • 10. #123webinar | @webmarketing123 1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? Link Building is a Critical SEO Component 3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
  • 11. SEO leads bring home the bacon. 93% of all consumers search before making a purchase. #123webinar | @webmarketing123 Source: Search Engine Land / Why Should Marketers Care?
  • 12. SEO leads bring home the bacon. SEO leads cost 60% less & close 2x faster than any other digital channel. #123webinar | @webmarketing123 Source: eConsultancy McKinsey, http://cmsoforum.mckinsey.com/topic/roi / Why Should Marketers Care?
  • 13. / Why Should Marketers Care? Link building is a critical SEO factor. Source: Jason DeMers, Forbes Magazine #123webinar | @webmarketing123 Your Website Inbound links to your website remain the most significant element of Google’s ranking algorithm.
  • 14. / Why Should Marketers Care? Penguin changed link building. Link Building Before Link Building Now #123webinar | @webmarketing123 Link building used to mean chasing after more links & exact match anchor text. Modern link building must be done the old fashioned way: Promoting quality content.
  • 15. #123webinar | @webmarketing123 1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? Link Building is a Critical SEO Component 3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
  • 16. / What Should Marketers Do Now? #123webinar | @webmarketing123 First, identify the penalty. Is it an algorithm? Or, manual? þ Message from Google in Webmaster Tools account. þ Does drop in organic traffic coincide with algorithm updates? þ Moz’s Google Algorithm Change History is a great resource. Source: Search Engine Watch; Google Unnatural Links Manual Penalty: A Recovery Guide
  • 17. / What Should Marketers Do Now? If it is Penguin, launch your recovery plan: #123webinar | @webmarketing123 2 3 Get a list of your inbound links from Google Webmaster Tools. Conduct a link profile audit to identify bad links. Ask the link source to remove the link. Use the Google disavow tool on all bad links. 1 4 Resubmit your site for Google 5 reconsideration.
  • 18. / What Should Marketers Do Now? Follow the new link building blue print. #123webinar | @webmarketing123
  • 19. *When used strictly for search rankings #123webinar | @webmarketing123 Keep 1 guest blogging. / What Should Marketers Do Now? “Stick a fork in it: guest blogging is done; it’s just gotten too spammy.” Matt Cutts Google Head of Web Spam
  • 20. #123webinar | @webmarketing123 Keep 1 guest blogging. When done right, high-quality guest blogging can deliver: 1 TIP: Don’t forget to vary anchor text & use “rel=canonical” tags when needed! / What Should Marketers Do Now? Increased organic traffic. More brand mentions & implied links. 2
  • 21. / What Should Marketers Do Now? Create 2 content people like. #123webinar | @webmarketing123 They’ll naturally link to it! 2 3 Infographics Videos 1 How-to guides, eBooks, etc.
  • 22. / What Should Marketers Do Now? Create 2 content people like. #123webinar | @webmarketing123 Great content is worth the time, budget, and effort. þ 3,553 leads to date. þ 23 new sales opportunities. þ Feature on high profile blogs like, MarketingLand.
  • 23. / What Should Marketers Do Now? Don’t under estimate 3 social media. Social signals have the highest correlation with rising search rankings. #123webinar | @webmarketing123 Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
  • 24. / What Should Marketers Do Now? Don’t under estimate social media. 3 Strong social media activity influences overall domain performance: Produces frequent direct traffic. Indicates new, quality content is added to the site. #123webinar | @webmarketing123 1 2 3 Signals strong brand awareness. 4 Share-worthy content naturally builds links and earned media. Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
  • 25. #123webinar | @webmarketing123 1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? Link Building is a Critical SEO Component 3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
  • 26. Mike Turner, Webmarketing123 Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 #123webinar | @webmarketing123 Let’s Talk! Thanks! Get a second opinion on your SEO. In a 30 minute consultation, learn: ü Where you rank in relation to competitors ü Measure revenue opportunity from Search ü What you can do to accelerate results from SEO now