Manual Penalty Recovery by Dean Chew
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Manual Penalty Recovery by Dean Chew
- 1. Manual Penalty Recovery Dean Chew MORCON – November 7th 2015
- 2. /DeanChew #Morcon2015 What is a Penalty? Hint: Not something that David Beckham scores
- 3. /DeanChew Google Panda Chewing through sites like bamboo since 2002 2002: 1st ever documented Google update 28 versions of Panda released 7 versions of Penguin released Panda/Penguin wiped out a lot of poor links Google way off being algorithmically perfect #Morcon2015
- 4. /DeanChew 2008-2011: The Industry Goes To War Maybe not war, but everyone’s getting outed Google can’t detect bad links effectively Matt Cutts publicy denounces paid links SEO’s start outing each other Manual Actions get applied 2012 Penguin/Panda updates Link Warnings in GWT (Search Console) #Morcon2015
- 5. /DeanChew Big (Publicly Known) Sites Get Hit SEO starts making the mainstream news #Morcon2015
- 6. /DeanChew Case Study: Intercasino June 2012: Hit by Panda Sept 2012: Hit by Penguin/Panda June 2013: Marketshare lost entirely Apr 2014: Manual Action Cleanup #Morcon2015
- 8. /DeanChew Identifying Low Quality Links 72,000 links Dowloaded Source: Google Webmaster Tools Source: Ahrefs.com Source: Ayima in-house Tools Source: Majestic SEO Source: Moz Open Site Explorer #Morcon2015
- 9. /DeanChew Categorizing Links Links with commercial anchors i.e. [online casino] as identified by Google needed to be removed Excessive links or “sitewides” from the same site back to InterCasino were removed Low quality or toxic links were targeted for removal #Morcon2015
- 10. /DeanChew Creating a Link Matrix #Morcon2015
- 11. /DeanChew Reconsideration Request 1 First batch of links reviewed & contacted was 11.5k Removed 7% of links Disavowed 72 domains Blocked low quality affiliate sites in robots.txt Switched all owned domain redirects from 301 to 302 Submitted 17th July #Morcon2015
- 13. /DeanChew Reconsideration Request 2 Dataset of links increased from 72,000 to 88,000 2nd batch of links was triple the amount of the 1st request Removed 24% of links Submitted: 30th September Disavowed 2,000 domains Outreach team spent 2+ months removing links #Morcon2015
- 15. /DeanChew Reconsideration Request 3 3rd Batch contained only 15,000 links Removed 36% of links Disavowed 4,000 domains from batch 3 Submitted: 24th November Disavowed links now equaled 80% of dataset Any site that could not be contacted was disavowed #Morcon2015
- 17. /DeanChew 2014 Recovery Timeline 15 Apr •Google manual action penalty detected May & Jun •Identification of low quality links •Takedown outreach begins 17 Jul •Reconsideration request 1 submitted 30 Sep •Reconsideration request 2 submitted 24 Nov •Reconsideration request 3 submitted 19 Dec •Manual action penalty lifted #Morcon2015
- 18. /DeanChew Summary of Actions The following were undertaken to form the basis of the 3 reconsideration requests required to lift the manual action penalty Removed links with commercial anchor text e.g. [Casino], [Play Blackjack], [Free bets], [Online Gambling] etc Outreached and Removed links of low quality Switched 301’s to 302’s to stop negative equity passing through Switched affiliate system redirects and added nofollow to linking method Provided Google with proof of outreach and takedown requests 900 combined hours of outreach + around 160 hours of management #Morcon2015
- 19. /DeanChew The weaponization of links, to destroy your enemies Can I Use This to My Advantage? #Morcon2015
- 20. /DeanChew Who wants milk and cookies? Story Time #Morcon2015
- 26. /DeanChew 1) Download exisitng links 2) Register similar domain 3) Start changing existing links 4) Start buying new links 5) Negative reviews/FB page 6) No obvious spam/virus sites Poison Jec on stage at Morcon (Like the Red Wedding) 7) Be sure to use commercial anchors 8) Must look natural! To Do: Destroy Jerico #Morcon2015
- 27. /DeanChew Is it Worth It? Yes • Finding the links is easy due to the tools available • Webmasters tend to be trusting and will make the requested changes • Small changes will at least alert Google to look at the link landscape • Large changes can have a direct impact on rankings • It takes a lot of company resource to appease Google and get the penalty removed No • Link tools have difficulty finding links for smaller sites • Webmasters may want money for making the change • Despite “looking into” the link landscape, the links (at best) may just be nullified • Large changes may also just be a drop in the ocean with little noticable impact • It takes a lot of YOUR resource to execute a successful negative SEO campaign #Morcon2015
- 28. /DeanChew You wont find Jec ranking for “Jericos Cupcake Manila” #Morcon2015
- 29. Thanks for Listening /DeanChew Dean Chew E: dean@chewie.co.uk W: www.chewie.co.uk T: www.twitter.com/deanchew F: www.facebook.com/deanchew Stephen Massart: Datasets and penalty removal management Ondrej Machart: “Story Time” artwork and assests Shout Outs #Morcon2015
Notes de l'éditeur
- - 12 years in SEO Webdev before that Ayima UK marketing + local freelance SEO consultation
- First update was not called Panda, I just liked the idea of rhyming bamboo with 2002, plus the picture of the panda Earlky google bad at detecting paid links, people making millons off churn and burn sites
- Around 2009 Google start publicly denouncing paid linkdev Matt Cutts becomes a public figure head in the war against paid links Google asking SEOs to do Google’s job
- BWM - cloaking (circa 2006) JC Penny - Feb 2010, Overstock.com - manual penalty in 2011 Intercasino (first online gaming site) - mid 2012
- Big websites do not react quickly Internal SEO team could not work out what was going on Came to Ayima not even knowing why they were losing traffic
- Detected 15th April 2014 Obvious problem was highly commercial anchor text of [Casino] Main domain and all subdomains impacted
- 72,000 links were download from multiple sources Time to start going through each one
- A matrix was used to categorise the worst offending links, so we could remove them first Categorisation was done by toxicity (Low PR), Anchor Type (Commerical such as Casino), and number of links (sitewides)
- Purpose of 301 > 302 redirects was to stop negative equity transferring through the 301
- Google actually responded in 7 days and gave examples of further links that it considered to be low quality
- Google response time: 20 days Example sites back to InterCasino feature more varied commercial anchor text i.e. [Blackjack], [free online casino games]
- Google response within 25 days Notification received 19th December, 9 months after penalty was discovered
- It took 9 months from detecting the problem to actually getting the penalty lifted Millions of dollars in lost revenue from keyword rich search terms Casino industry has to buy links, too competitive. Google web spam team told to leave gaming alone
- It has been done, hence why Google added disavow into Google webmaster tools It’s not easy, and it takes time
- So let’s make up a little story to set the scene
- Jec and Chewie were best friends Chewie’s girlfriend was Angelin Jolie Chewie’s dream is to have a cupcake shop in Manila Chewie has to go back to the UK to study
- Jec and Angelina get together They start cup cake business Chewie never hears from them again
- A few years pass by Jerico’s cupcake shop is ranking well in Google and getting 90% of it’s sales from online searches
- But Chewie is coming back to Manila!
- But Chewie returns to Manila for redemption
- Gonna register domain name with extra S, or use a .co.uk or .ph domain Lot’s of Filipino companies want to look global so they register .com, leaving the .ph domains available for you to grab Negative Facebook page, start it as positive
- If someone has proof you are doing this, they can potentially take you to court and sue you So going back to our story, I am sure you are all dying to know if Chewie’s negative SEO campaign worked?...