http://bit.ly/MPg1yC <--> - Content creation and syndication - Increased social interaction - Use of multimedia content and engagement

1. Google Penguin Update:
New Techniques To Boost
Your SEO
Matthew O‟Such – Chief SEO Strategist
PCG Digital Marketing

2. Today’s Agenda
• Market Research on Penguin Formula
• What should marketers do OR not do after
Penguin?
– Tips to Success with Penguin in play
• Linking
• Content Creation & Syndication
• Increase Social Interaction & Multi-Media Use
• What will happen next?

3. The Penguin Tipping Point
• Market Research on “Bad” linking
– How not to fall off into dangerous waters…

4. When Will The Penguin Strike?
“…every single site we looked at which got negatively hit by the
Penguin Update had a „money keyword‟ as its anchor text for over
60% of its incoming links.”*
*Source:
http://www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/

5. Watching Metrics
• Get access to your Analytics & Webmaster Tools
– Rolling updates from Penguin - Watch out for this…
– Recovery Time is usually 3 to 4 weeks
– Reconsideration Requests: http://bit.ly/sRDmul
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35843

6. How Smart is “Penguin”?

7. The Unknown Factors
• Google has yet to comment on if the new
formula will effect keywords like your
“Company Name” linking too often
• They say they have taken this into account
in the new formula
• We’ll be on the look out for further updates
and let you know

8. Link Analysis of Anchor Text
• PCG’s staff has created an internal report to analyze a website’s Anchor Text - Based on link
density, we can generate a report like this:
Anchor Text Distribution – XYZdealership.com
24%
Springfield Toyota Dealers
31%
Visit Dealer Website
2011 Toyota Tundra
(img alt) (img) [No Anchor Text]
1% XYZ dealership
2%
Scion Dealers Springfield
2%
3% (img alt) 2011 Toyota Camry
3% (img alt) 2011 Toyota Highlander
2011 Toyota RAV4
4%
Other
5%
25%

9. Tips to Success - Linking
• Footer Links
– If you have microsites and
blogs, eliminate/update footer links that appear
on all pages and that point back to your
dealership website(s).
– If the anchor text of the link is a keyword goal and
not your business name, delete it. If you want to
have a link with your business name on all
pages, make it a “no follow” link.
– You do not need hundreds of links anchored on
your own dealership name - you probably already
rank #1 for your dealership.

10. Tips to Success - Linking
• Sidebar Links
– If you are using a blog, check if you have
utilized the sidebar links feature.
– This will place a list of popular links on all
pages, in the sidebar column widget.
• Again, if these links are designed to provide
useful navigation to customers, make them “no
follow”.
• If they were designed to reinforce primary
keywords, I would remove them.

11. Tips to Success - Linking
• Excessive Home Page Links
– Some websites have hidden or scrollable text
regions on the home page which have dozens of
links to internal and external website pages.
– This is very important if you have multiple
websites or microsites for your dealership. When
you look at this content area it is clear that it was
created for SEO purposes.
– We suggest that the content be edited to remove
to high frequency of hyperlinks and make the text
more natural.

12. Tips to Success - Content
• Invest in Original Content
– The last few updates from Google have generally
focused on quality and of course I have been an
advocate or hiring in-house writers and social
media advocates for years.
– With Google calling the shots for 67% of the
search market, maybe it is time to invest in an
internal Digital Warrior.
• Since video is so effective, video production skills
should be part of the job description. Having someone
who can write, create videos and engage in social
media is well worth the investment!

13. Google’s example of Poor Content & Links
Matt Cutts
Head of the
webspam
team at
Google

14. Tips to Success - Content
• Review Your Content Strategy
– Review your blog posts and syndicated content to make
sure that the linking strategies used in the content are
natural.
• It is natural to mention a 2012 Honda Civic is a blog post and
you link the words to your list of 2012 Honda Civic cars in stock.
– Linking to specific VDP pages is also natural because the
car is unique!
• It is natural to link your service page, parts page, and used car
pages.
• Penguin forces greater attention on “how” those links are
created. If you are talking about the benefits of BMW CPO cars
in a blog post, you can link the words “BMW CPO Cars” to your
CPO website page but don’t get crazy and create three links in
the content on text like “BMW Used Cars Cincinnati“.

15. Tips to Success - Content
• Syndicate Your Content
– Dealers should be syndicating their content.
There are many ways that dealers can establish
themselves as local experts by syndicating blog
content, Infographics, PDF resources and
videos.
– Networks that allow content syndication with
“natural” linking can amplify the benefits of your
in-house or outsourced content writers.
– Video is a favored asset for syndication and the
results that I have seen with dealers we coach on
syndicated Video SEO is just amazing.

16. Tips to Success - Social
• Invest in Twitter, Facebook & Pinterest
– You may think that getting
clicks, likes, retweets and re-posts from social
media sites provide little value but the rules of
organic visibility HAVE CHANGED.
– The line between Automotive SEO and Social
Media Marketing are crossing. When you
combine social media strategy with
RETARGETING, the results can be profitable.

17. Tips to Success - Social
• Accelerate your Google+ Strategy
– Content, Videos, and Photos can be shared
on Google+ that reside on your dealership
website and blogs.
– The links created by Google+ are valuable
and the social signals created by these posts
are important.
– Google’s way to stop link abuse is to favor the
influence of peer votes through social media
websites. Go with the flow and get your
Google+ strategy in place.

18. Tips to Success
• Don‟t Get Discouraged
– If your website was penalized by Penguin, fix
the problems and Google will see those
changes over time.
– If you have done a full audit and your internal
and external linking investments are now
natural, rankings will come back.

19. Tips to Success
• Is Keyword Linking Dead?
– No.
– Content with links that are natural can still include
keyword targeted links
– BUT, don’t abuse the strategy and as long as the
page the link points to supports that keyword goal.
– For example, if you are a Toyota dealer in
Louisville, your content can include a link on the
words “Toyota Dealer in Louisville” if the words are
natural in the context of the article.
– You will also want to diversify the keywords that are
linked; do not use the same anchor text in all your
blog posts.

20. Keep on doing successful SEO techniques
Researching your Keywords
Updating your website meta
information
Creating Content
Build Off-Site Media & Links

21. Researching Your
Keywords
• The most important first-
step to a good SEO
campaign, Keyword
Research
• Many tools can be
used, we start with
Google AdWords
Keyword Tool
– You can compare a
competitor’s keywords
using
• SpyFU.com

22. Updating your
website meta information
• Meta Tagging is the hidden text on a web page
that helps search engines identify the content
• Try to write Meta Tags from the point of view of
“What will make a person click on this link”

23. Apply your Research
• Homepage should contain the most
important keywords
• Google Webmaster Guidelines state:
– Titles and Descriptions of all pages should be
unique to the content of the page
– Have the keywords in the title, description and
in the content of the page.

24. Creating Content
• Take your priority keywords and write
updated content, blogs & press releases
– Models
– Geotargets
– Local Community events
– National Sales events & specials
• These tactics will help you rank for local
and regional keyword, brand & geotarget
terms

25. What will happen next?
Zebra Update?

26. Meet the PCG Team – Exhibiting & Speaking
•

27. Google Penguin Update:
New Techniques To Boost
Your SEO
Matthew O‟Such – Chief SEO Strategist
PCG Digital Marketing
matt@pcgmailer.com
Be added to future webinar lists – email
Steve Murphy –
steve.murphy@pcgmailer.com