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Beyond Pandas and Penguins: 
Tac$cs for SEO That Won’t Get You in 
Trouble 
Joel Swaney & Peter Quale 
Introduc9ons 




 Joel Swaney              Peter Quale 
 Senior Search Manager    VP of Technical Search 
                          Marke9ng 


   Pandas & Penguins 
Agenda 
•    What do search engines ask of us? 
•    What used to work and what not to do? 
•    What is working today? 
•    What does the future hold? 
•    Google & You – Where can you Learn More? 
•     Q&A 



      Pandas & Penguins 
The Internet is a big messy place 




  Pandas & Penguins 
Search Engines are trying to 
catalog it. 




  Pandas & Penguins 
They are asking SEO people to 
help. 




  Pandas & Penguins 
So basically… we are dorky 
librarians. 




  Pandas & Penguins 
What do Google & Bing Ask of 
us? 
                Total Sites Across All Domains 
                  August 1995 ‐ May 2012 




                                     *Netcra@ Domain Survey 
  Pandas & Penguins 
Google Webmaster Guidelines 




  hUp://bit.ly/webmasterguidelines  
  Pandas & Penguins 
Bing Webmaster Help 




 hUp://bit.ly/bingwebmasterhelp  
  Pandas & Penguins 
Panda                Penguin 
Update               Update 




Pandas & Penguins 
Panda & Penguin 
•  Both designed to fight webspam and reward quality 
   content. 
•  Panda – Feb 24th 2011 – Penalized: 
   –  Ar9cle sites and content aggregators like About.com 
   –  Duplicate content  
   –  Un‐linked pages 
•  Penguin – April 24th 2012 – Affected 3.1 of English 
   queries, and penalized: 
   –    Sites with large numbers of unnatural links. 
   –    Web pages with liUle‐to‐no content. 
   –    Sites that violated content guidelines. 
   –    Keyword stuffing and sneaky redirects. 
         

    Pandas & Penguins 
Penguin Update 




  Pandas & Penguins 
Google & Bing Likes!  
•    Schema Meta Data! 
•    Sitemap XML! 
•    Site speed! 
•    Original content! 
•    Buzz! 




      Pandas & Penguins 
Google & Bing Dislikes.  
•    Duplicate content. 
•    Slow sites. 
•    Garbage pages. 
•    Ignored sites. 
•    Links from “evil” 
     sites. 



      Pandas & Penguins 
What Used to Work & 
What NOT to do now 

•    Bulk Back Links 
•    Content Farming 
•    Over Op9miza9on 
•    Keyword Stuffing 
 



     Pandas & Penguins 
Bulk Back‐Linking 




 •  Incremental increases in back‐links to our 
    own site. 
 •  Suspicious big jumps. 
 •  Did move us to page one for several 
    compe99ve phrases. 
  Pandas & Penguins 
Uh‐oh…. Google Nas9gram. 




  Pandas & Penguins 
Mysterious Backlinks 




  Pandas & Penguins 
Bulk Ar9cle Marke9ng  
•  Basically “Paid Links” – a big no‐no. 
•  Very liUle “Link Diversity” 
   –  “chicken recipes” 
   –  “chicken recipes” 
   –  “chicken recipes” 
•  No one asking the ques9on: “Does anyone 
   want to read this garbage?” 


   Pandas & Penguins 
Press Releases 
•  Press releases are highly 
   suscep9ble to misuse and 
   spam.  
•  Press releases with merit are 
   s9ll traffic drivers. 
•  MaU CuUs describes a 
   “con9nuum of content, and 
   the quality of that content, 
   and what defines the value 
   add for a user.” 
    
 hUp://www.youtube.com/watch?v=o7sfUDr3w8I 

   Pandas & Penguins 
Over‐Op9miza9on 
•  Keyword Domains: 
     –  Why‐Does‐My‐Dog‐Seem‐Hungry‐All‐The‐Time.com 
     –  WhatDoMacaquesEat.com 
•  Op9mized internal keyword‐laden links. 
•  High keyword density. 
•  Exact match of 9tles, headers, URL. 
•  Going beyond a reasonable effort to improve a 
   page. 
•  A perfect site is not always best. 

     Pandas & Penguins 
What’s Working Today? 




Pandas & Penguins 
What’s Working Today? 
Specialized Op9miza9on 
•  Content 
  –  Pages worth reading. 
  –  Uniqueness 
  –  Reading Level Targe9ng 
  –  Sites with images 




   Pandas & Penguins 
What’s Working Today? 
Specialized Op9miza9on 
•  Site speed 
  –  HTTP Compression 
  –  Image Compression 
  –  HTTP Requests 




   Pandas & Penguins 
What’s Working Today? 
HTML Templates 
•  Google has to store this data, so we help to 
   keep it small. 




   Pandas & Penguins 
What’s Working Today? 
HTML Templates 
•  Code bloat can be a 
   problem. 
  –  Minify JavaScript 
  –  Reduce the number of 
     included files 
  –  Use CSS wisely 




   Pandas & Penguins 
What’s Working Today? 
Indexability! 
•  Indexability 
   –  XML Sitemaps 
      Diagnos9c 




   Pandas & Penguins 
What’s Working Today? 
Indexability! 
•  Ideally we know exactly how many pages 
   should be indexed. 




   Pandas & Penguins 
What’s Working Today? 
Indexability! 
•  Monitoring Google & 
   Bing’s Indices 




   Pandas & Penguins 
What’s Working Today? 
Responsive Design & Infinite 
Scrolling 
•  Flexible templates encourage HTML5 and 
   CSS3. 
•  Infinite Scrolling Speeds ini9al page load 9mes 
   and reduces paging. 




   Pandas & Penguins 
What’s Working Today? 
Mobile Search 




  Pandas & Penguins 
What’s Working Today? 
Social Widgets! 
•  Google +1’s do affect 
   search rankings. 
•  Choose highly 
   interes9ng and 
   compelling 
   informa9on to share.  
•  Don’t be afraid to use 
   Pinterest. 

   Pandas & Penguins 
What’s ahead for search? 

•  Google Knowledge Graph 
•  Facebook Search 
•  Smartphone/ Tablet Specific Results 




  Pandas & Penguins 
Google Knowledge Graph   




 •  Based in seman9c search 
 •  Currently only for popular culture searches 
 •  Could be expanded in 2013 

  Pandas & Penguins 
Facebook Search   




•  Basing search rankings on “Likes” and “Reach” 



   Pandas & Penguins 
Mobile Search Results 
•  Likely to favor local results with relevant map 
   lis9ngs. 
•  Might favor responsive design sites and 
   homepages with click‐to‐call phone numbers. 
•  Likely to become device specific.  
  –  iPads get different results than Blackberry 




   Pandas & Penguins 
Where can you learn more? 
•  Google and Bing Webmaster Help pages 
•  Newish Google Site: Webmaster Academy 




  hUp://bit.ly/webmasteracademy 

  Pandas & Penguins 
Q&A 




Pandas & Penguins 
Thank you! 
 
Joel Swaney – Joel@ninahale.com   
 
Peter Quale – Peter@ninahale.com ‐ @pbq 




  Pandas & Penguins 

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