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The day we got banned
And other stories
Ian Lurie
ian@portent.com
Life after the Penguin-opalyse
no penguin pictures
there will be
@portentint
ask me questions
portent.co/playpenguin
find the links
My relationship w/ Penguin
Got it wrong? Do it again.
ianomgomgwearedoomedsc
rewedhammeredupshitcreek
sanspaddleohgod
Got it wrong? Do it again.hahahahahahah
ahaahahahahaahahaha
hahahahahahahaha
snorthahahahahaha
snifflehaha
Some rules
(They’re more guidelines, really)
Beware declining
spam tolerance
When link building, weigh
risk v. consequences
When resolving a penalty,
weigh time v. conservation
Always ignore what’s
happening around you
It’s not a conspiracy
With that out of the way…
The Portentopalypse
aka: Google’s revenge
mwahahahaha
Penguin, links and
the horror of it all
Part 1
What the hell do we do
about Penguin?!!!!!!!
1. Understand it
There are actually two
kinds of link ‘penalties’
Penguin is an algorithmic penalty
applied to sites, sometimes based
on specific keywords, sometimes
across the board.
Google’s saying
We’ve dumped you
for a few keywords.
Good luck.
There are also manual penalties.
They feel worse.
I prefer manual penalties
I know what you’re thinking.
Ian, you are high.
0
6
12
Penguin Manual
Recovery times
aka, Ian Is Sober
0%
50%
100%
Penguin Manual
% traffic recovered
WTF?!!!!
Penguin
Track down penalized
phrases & pages
Penguin
Clean up links
Pray until the next update
Got it wrong?
Manual penalty
Strip suspicious links
Manual penalty
Disavow
Manual penalty
Submit request
how could
you penalize
this face?
Repeat as necessary
Penguin recovery:
Cleaning out the litter box
of the world’s pickiest cat.
Manual penalty recovery:
Flush, and you’re done
Diagnosing penalties
Part 2
Which penalty?
SEMRush Traffic Report
Manual penalty: Traffic
Penguin penalty: Traffic
SEMRush Positions Report
2 million lost positions (60%),
partial recovery: Penguin (probably)
75% of positions lost: Which one?
Manual!
99% of traffic lost? Good recovery?
Manual
Look at organic traffic, too: 92% lost
Penguin + Manual!
Incomplete recovery
Easiest diagnostic tool
Got it wrong? Do it again.
Set up Google Webmaster Tools
Right the hell now
Combatting feral penguins
Part 3
“What kind of links
cause penalties?”
When it comes to links,
crap is crap.
So, you’ve been hit by a penalty
ianomgomgwearedoomedsc
rewedhammeredupshitcreek
sanspaddleohgod
(or you’re trying to avoid it)
ianomgomgwearedoomedsc
rewedhammeredupshitcreek
sanspaddleohgod
You’ll need a list of
links. A big list.
The database:
Google Webmaster Tools
Link analysis tools:
Moz.com
Majesticseo.com
ahrefs.com
1. Pull GWT links
2. Pull links from toolset
3. Merge the lists, run the numbers
3. Merge the lists, run the numbers
3. Merge the lists, run the numbers
Best way to fix it is to
look at every linking site.
For some reason, no one wants
to hand-check 100,000 links
Your eyes after
checking the first
75,000
Your eyes after
checking the first
75,000
We need a filter
Signals that can hurt
linking sites and yours
A bit about the data
I was a history major
Used: Links we disavowed and/
or Google pointed at and said
“these are bad.”
Trained: Based on domains
that were clear disavows
Trained: Based on links
Google pointed out
Total: 250,000 domains
Then: Hand-review results
(random, 1,000 links)
Here are a few rules of thumb
for detecting bad links.
These are not causal
They are correlations
All this fancy #@$!
must mean science!!!!
These are not causal
They are correlations
That link is probably
spammy if…
1.36
3.59
FALSE TRUE
Citationflow vs. Trustflow,
disavowed domains
0.116
0.032
FALSE TRUE
Domains vs. Links
disavowed domains
Citationflow:Trustflow
> 1.5
Ian’s confidence
Linking domains:Incoming links
< .09
Ian’s confidence
If both
Ian’s confidence
High Citationflow
Low Trustflow
Lots of crappy links
+
Lots of links
Few domains
Site wides
+
Linking site is
on .ru domain 
Ian’s confidence
Linking site has ‘link,’
‘backlink,’ ‘directory’ or
‘SEO’ in the domain name.
Ian’s confidence
backlinkcommando.com
seobacklinks.com
zoophilialinks.com
I didn’t read it before I clicked.
Trust me. Don’t go there.
Really, this rule is stupid.
LinkedIn has ‘link’ in the
domain. And yet it
works 99% of the time.
Be careful. This site is
legit, but got caught by
these rules.
How I verify:
Skim the list three times.
Signals that can
hurt your site
Any anomalies can
trigger a review
Sudden growth
Site relaunch/301s
Weird patterns
Obvious buying
Nofollow links
can still hurt
.edu can still
kick your ass
Keyword stuffing
Your link profile is probably
spammy if…
0
40000
80000
The Link Profile From Hell
men's and women's tungsten
bands, palladium wedding rings
0
35000
70000
The Link Profile from… Purgatory?
Your link profile is probably
spammy if…
seo seattle
seattle seo
Links from
irrelevant sites
Relevance:
This is a travel/
volunteer site
And yet they still rank. If
you want to get mad at
Google, get mad about that.
Always ignore what’s
happening around you
When it comes to links,
crap is crap.
What happened to Portent?
KW spammy guest posts
<2% of link profile
Exploding website
Beware declining
spam tolerance
In April 2012, you needed a
truckload of crappy links
In March 2014, less so
Most important:
Common sense
“I paid good money for those links!!!”
NO
“Wasn’t this clever?”
NO
“Google won’t figure it out, will they?”
NO
“My competitors did it!”
NO
Always ignore what’s
happening around you
When it comes to links,
crap is crap.
Strategies
Part 4
Many times, the site
owners have no idea
their SEOs misbehaved.
Tough poo
When resolving a penalty,
weigh time v. conservation
If you want fast
If you want to conserve
14
3
-
8
16
Conserve! Torch it
Manual penalty recovery (weeks)
% traffic recovered?
sorry, i got nuthin'
You have been warned
Penguin recovery time?
sorry, i got nuthin'
Always ignore what’s
happening around you
Some takeaways
Part 5
This isn’t about ‘right’
or ‘wrong.’ It’s about
risk management.
Avoiding penalties
Do regular checkups
When link building, weigh
risk v. consequences
Risk
Consequences
Beware declining
spam tolerance
If penguins attack
When resolving a penalty,
weigh time v. conservation
Avoiding eye strain
Domains:Incoming links < .09
Citationflow:Trustflow > 1.5
Just my numbers, not yours!
High Citationflow
Low Trustflow
Lots of crappy links
+
Lots of links
Few domains
Site wides
+
0
40000
80000
And, watch for anomalies
When it comes to links,
crap is crap.
Always ignore what’s
happening around you
RIP Leonard Nimoy
You rock
@portentint
portent.co/playpenguin
That’s it

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