1. Google’s Penguin Algorithm and What it means for Link Building
SEMRush Webinar – Nov 2014

2. Intro to Penguin

3. What is Penguin?
•Google algorithm
•Constantly evolving / multiple updates
•Can drastically reduce your organic visibility
•Encouraging people to abandon “Old SEO”

4. What does Penguin Achieve?

5. Penguin’s Objective
•Designed to Target Webspam – Not SEO’s!
•Makes Webspam everyone’s problem
•Penalises sites who have:
–Links from known Link Networks
–Too many links containing “money terms”
–Shallow content
–Heavy non-brand focus
–Stuffed page attributes

6. Identify a Penguin Penalty

7. Check Webmaster Tools
•Notification in Google Webmaster Tools
•Sudden drop in Organic Traffic
•Timescales correspond with known Penguin updates
•Previous SEO activity involving spammy or out- dated link building strategies
•Overuse of commercially valuable keywords in anchor text

8. How to Recover

9. The Road to Recovery..
•Link Analysis & Quality Auditing
–Manual process
–Software includes; Open Site Explorer, Ahrefs, Majestic SEO & GWT
•Link Removal Process
–Email individual website owners
–Record correspondence
•When to Disavow
–Unresponsive / uncontactable
•Filing a Reconsideration Request
–Be honest
•Reform

10. Channel Integration

11. How to earn quality links
•Research target audience
–Which content proves popular?
•Competitor Analysis
–Content / topics
–Platforms
–Backlinks
–Social shareability
•Content Calendar
–Integration across Content, SEO, Social Media, PR & Offline

12. Thank you!