Steve Krull, Co-Founder & CEO of Be Found Online discusses google penalties and his proven methodology of penalty remediation for both partial and site-wide matches.

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Google Penalties: Identification and
Remediation of Partial and Site-Wide Matches
Steve Krull, Co-Founder & CEO
Dan Reno, VP Organic Media

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Who We Are!
 6 year old Chicago based agency
 Decades of experience
 Dealing with penalties for 4 years
 We’re pretty good zookeepers!
 Who is he?
 Who are you?

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Real Stories

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Case Study Uno
 Outcome
 Penalty removed and rankings recovered in 6 weeks
 Meat & Potatoes
 What: Partial Match
 Why: Spam Links
 Solution / Takeaway:
 Link pruning – maintain high-value, remove low value links.
 Disavow
 Reconsideration

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Case Study Due
 Outcome
 Removed less than 2 months after identification
 Meat & Potatoes
 What: Site-Wide Match
 Why: Sub-domain Linking Strategy
 Solution / Takeaway:
 Immediate Site Change to Global Footer (read: Follow Google’s Rules)
 Sub-domain Level Disavow Files
 Reconsideration

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Case Study Tre
 Outcome
 Penalty Removed after 9months and 3 reconsideration requests
 Meat & Potatoes
 What: Partial Match
 Why: Site-wide links from clients
 Solution / Takeaway:
 Cleanup old guest posts – Transparency
 Identify potential foul play – Competition
 Client / customer links done the wrong way can get you penalized

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Penalty Life Lessons
 Beware of the following:
 Site-wide links (even if branded)
 PR – Monitor very closely
 “Negative SEO”
 Repetitive Anchor Text
 Repetitive Anchor Text
 Warning signs:
 Usually several weeks in advance
 Ranking drops
 Steady traffic decline

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Identify, Research, Remediate

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Houston, We Have A Problem!!

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Full / Site-wide Match
Zip, Zilch – No Rankings

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Partial Match
Pulled from SERPs for specific phrases

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Finding the Clues
Before After

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First, Low Hanging Fruit
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#share14
@brightedge

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Deep Dive

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A Helpful Mindset for Backlinks
Gauging Intent
“For Search
Engines”
“For Benefit
of Users”

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Commit
Reaching Out To Google
Acknowledge
Detail

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Summary
 Identification
 Analytics – Traffic dip, drop, plummet!
 BrightEdge – All of the above plus rankings!
 Webmaster Tools – “Dear John” from Google
 Understanding
 “Full” or “Site-Wide” Match
 Partial Match
 Finding the Clues
 Precursors
 Big Trends / Patterns
 Gauging Intent
 Solving the Problem
 Backlink Cleanup (Quick Wins First)
 Reconsideration Request
 Disavow

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Thank You!!
Steve Krull, Co-Founder & CEO
Dan Reno, VP Organic Media
Talk to us @befoundonline #share14

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Appendix:
Manual Action Definitions

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Tools to Help Along the Way
 Disavow Tool: https://www.google.com/webmasters/tools/disavow-links-main
 Reconsideration Request Tool: https://www.google.com/webmasters/tools/reconsideration
 Glossary of Manual Actions: http://www.seroundtable.com/google-manual-actions-spam-
17204.html
 Helpful Resources
 http://befoundonline.com/seo/4464/life-google-penalty-rebuilding-credit-google
 http://befoundonline.com/seo/4427/panda-penguin-google-penalties

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All Manual Actions
Handy Link: http://www.seroundtable.com/google-manual-actions-spam-17204.html

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Manual Actions

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