DIGITAL

MARKETING
COURSE 2022
ANALYSIS AND KEYWORD RESEARCH

 Google Panda
 Google Penguin
 Google Hummingbird Algorithm
 Google Penalties
 Competitor Website Analysis
 Backlinks Building
 Backlinks Tracking, Monitoring, And Reporting
GOOGLE PANDA

Google Panda was a major algorithm update that impacted search rankings for
11.8% of queries in the U.S. Google said Panda was designed to reduce the
rankings for low-quality sites (“sites which are low-value add for users, copy content
from other websites or sites that are just not very useful”) and reward better rankings
to high-quality sites (“sites with original content and information such as research, in-
depth reports, thoughtful analysis and so on”).
GOOGLE PANDA

Why did Google name it Panda?

In an interview with Wired, Amit Singhal, head of Google search, revealed where the
Panda name came from:

"Well, we named it internally after an engineer, and his name is Panda. So internally
we called a big Panda. He was one of the key guys. He basically came up with the
breakthrough a few months back that made it possible."
GOOGLE PANDA

Panda is an algorithm applied to sites. The most important thing you need to
understand about Panda is that it evaluates the overall quality of the entire website.
It measures the quality of a site pretty much by looking at the vast majority of the
pages at least. But essentially allows us to take quality of the whole site into account
when ranking pages from that particular site and adjust the ranking accordingly for
the pages.“

What's important to note here about Panda:

1.It can identify content that is shallow, poorly written, or copied from other websites.
2.Poorly written content can hurt rankings.
3.Removing low-quality pages from part of a website can help high-quality pages
rank better.
4.Improving content (making it "useful") can help your rankings.
GOOGLE PANDA

Google on how to evaluate whether a site is 'high-quality‘.On May 6, 2011, Google

published a list of 23 questions to explain how Google searches for high-quality sites,
to help those that Panda had been negatively impacted:

1.Would you trust the information presented in this article?

2.Is this article written by an expert or enthusiast who knows the topic well, or is it more
shallow in nature?
3.Does the site have duplicate, overlapping, or redundant articles on the same or similar
topics with slightly different keyword variations?
4.Would you be comfortable giving your credit card information to this site?
5.Does this article have spelling, stylistic, or factual errors?
6.Are the topics driven by genuine interests of readers of the site, or does the site generate
content by attempting to guess what might rank well in search engines?
CONTENT FARM

A “content farm” was a website that

paid freelance writers (typically
poorly) to pump out as much
content as fast as possible.

The sole goal for these companies

was to rank extremely well in
Google’s search results for high-
traffic keywords. Article quality was
typically low.
GOOGLE PENGUIN

Google Penguin new effort to reward high-quality websites and diminish the search
engine results page (SERP) presence of websites that engaged in manipulative link
schemes and keyword stuffing.

The Penguin Update works by crawling backlinks on websites and assigning each
backlink a score. Some of the backlinks that the Penguin Update will zone in on are:

1.Bought links
2.Backlinks from untrustworthy sources
3.Backlinks that have the same anchor text
4.Bot-built backlinks
5.Backlinks from irrelevant sites
GOOGLE PENGUIN

Triggers for Penguin

Penguin targeted two specific practices:

Link schemes - The development, acquisition or purchase of backlinks from low-

quality or unrelated websites, creating an artificial picture of popularity and relevance
in an attempt to manipulate Google into bestowing high rankings. For example, an
insurance company in Tampa could fill Internet forums with spam comments linking
to itself as “best insurance company in Tampa”, falsely inflating its appearance of
relevance with these unnatural links. Or, the same company might pay to have links
reading “best insurance company in Tampa” appear on an unrelated third-party
article about dog grooming; content that has no relationship to the topic.

Keyword stuffing - Populating a webpage with large numbers of keywords or

repetitions of keywords in an attempt to manipulate rank via the appearance of
relevance to specific search phrases. For example, an unnatural repetition of
keywords on a given page might look like:
GOOGLE PENGUIN
How to Recover From Penguin

Once you have diagnosed it was a Penguin algorithm that hit you, you need to need to
figure out a strategy for recovery. Below are some of the techniques that will help you
bounce back:

1.Review Your Backlink Profile

Go through all of your backlinks and assess their quality. If they’re blacklisted, then it's
time to say goodbye to them.

2.Removing and Disavowing Bad Links

Remove all the bad links that you are able to. For the ones you can’t remove yourself,
use Google’s Disavow tool.

3.Invest Time in Creating Quality and Reliable Links

Use social media platforms. Set up legitimate Facebook, LinkedIn, and Twitter pages.
Fill them with quality content, and link to these sites on your website.
GOOGLE HUMMINGBIRD
Semantic search attempts to match appropriate SERP results to the language of
Internet users’ queries beyond the meanings of individual keywords, taking a broader
context into account, even when the intent of the user is implicit rather than explicit.
One of Hummingbird’s main purposes was to translate semantic search from a
concept to a reality — and one that would ultimately become the search standar
GOOGLE HUMMINGBIRD
To see semantic search in action,
take a look back at the “chocolate
chip cookies” SERP image above.
Even though the query was for the
cookies themselves, semantic search
extrapolated that despite the words
used in the search query (which,
taken literally, could refer to images or
a definition of the cookies), the intent
behind the search differed than the
language used. Google then served
up results that match the searcher
intent rather than searcher language.
As a result, we see a SERP full of
recipes, nutritional facts, and other
topics related to making or eating the
cookies.
GOOGLE HUMMINGBIRD

It sought to better approximate the

true intent of searches so that, for a
query like the Chinese food example
referenced above, the user receives
a set of local Chinese restaurants to
choose from, rather than results for
the best places for people to live in
China or other irrelevant data.
GOOGLE PENALTIES
Google penalties are punishments or negative impacts that hurt a website’s Google
rankings or even remove them from search results entirely. If Google suspects a
website violated its policies or uses “black-hat” SEO tactics, it may issue a penalty.
Google hands out penalties manually as well as algorithmically.

A Google penalty means your site is either no longer listed on search results, or that
your ranking for your targeted keywords has dropped dramatically. When your site gets
a Google penalty, your target audience can’t find you. And when you are invisible to
your target audience, your traffic, and ultimately revenue, drops.
GOOGLE PENALTIES
1. Spyware, adware, or viruses
2. Hidden links or text
3. Cloaking (displaying a different version of a webpage to the search engine robots)
4. Deceptive redirects (when a visitor is automatically taken to another page without
clicking anything)
5. Pages loaded with irrelevant keywords
6. Keyword stuffing
7. A substantial amount of duplicate content
COMPETITOR WEBSITE ANALYSIS
A competitor website analysis is the process of studying your competition’s online
presence to understand their marketing strategies and identify potential areas of
opportunity for your own business. By understanding what tactics your rivals use to
attract customers, you can develop a more effective online marketing strategy that sets
you apart from the competition.

https://seranking.com/competitor-traffic-research.html
COMPETITOR WEBSITE ANALYSIS
Identify and make a list of your competitors.

The first step in any competitor website analysis is to identify your competition. This
can be done differently, depending on how thorough you plan to be. There are three
major sources where you’ll find this information:

•Known direct competitors in your industry.

•A google search for your most relevant keywords.
•Specialized software and online tools like Semrush, Ahrefs, and SimilarWeb.

After you’ve found your rivals, it’s critical to learn as much about them as possible to
create a company profile for each of them. Info like website URL, when was each
company founded and who founded them, the names of their executives, and any
other data you can get your hands on are all important
COMPETITOR WEBSITE ANALYSIS
2. Analyze their positioning.

Once you have a list of your competitors, it’s time to start analyzing their websites, and
you should start with positioning. This involves looking at what each company is saying
about themselves on their website and understanding how they see themselves in
relation to the rest of the industry.

There are a few key things you can look for:

•Their tagline, which should describe what they do at a very high level.
•Their mission statement, which you’ll usually find on their "About Us" page.
•The language they are using on their website to get an idea of what kind of language
competitors think works best in describing themselves to their audience.
COMPETITOR WEBSITE ANALYSIS
3. Analyze site performance and user experience.

We’ve only focused our analysis on crafting the most accurate company profile
possible for each competitor until this point. Now it’s time to build an objective view of
the quality of each competing website to identify its strengths and weaknesses. This
starts with website performance and the overall user experience.

There are a few key elements to analyze when assessing these website parameters,
such as:

•How quickly does the website load?

•Is the layout easy to navigate?
•Are the fonts easy to read?
•Is the text well-formatted and easy to read?
•Are the images properly sized and optimized?
•Are there any broken links or images?
•How user-friendly is the overall design
COMPETITOR WEBSITE ANALYSIS
4. Take a trip down their funnel.

It’s time to look at your competitors’ marketing funnels and see how effective they are.
This includes everything from email marketing campaigns to their retargeting efforts.
The best way to understand what each competitor is doing in this area is to experience
it yourself as a user.

Look at all the calls to action on each web page and click on them to see where they
take you. Also, make a note of everything they offer in each stage of the sales funnel:

1.The type of copy they use.

2.The digital assets they use (images, videos, audios, etc.).
3.Anything that tells you how they generate leads and convert them into paying
customers.
COMPETITOR WEBSITE ANALYSIS
5. Find out what stack the website is built with.

There are dozens of different tools and platforms to build websites, and some are
better for some applications than others. While most websites on the internet are built
with WordPress, some specialized websites are not, so it’s important to find out what
your competitor’s websites were built with. If there’s one website that you found
particularly appealing, and you find out it was built with a different CMS than what
you’re using, you may want to consider switching platforms in the future.

Fortunately, finding this information is easy. Free services like BuiltWith will give you a
snapshot of the tools and plugins your competitors’ websites are running. You’ll also
find out where their website is hosted, what email services they use, what payments
solutions and integrations they have, and more.
COMPETITOR WEBSITE ANALYSIS
6. Analyze their content strategy.

Though they may present their content in very different ways, there is one thing all
your competitors have in common: they are putting out content regularly. Content
marketing is critical to an organization’s website’s success. They know that if they want
to drive traffic, convert leads, and grow their customer base, they need to consistently
publish high-quality blog posts, videos, or podcasts that will attract attention.
Once again, the best way to analyze this piece of the puzzle is through experience as
a user. Visit each website one after another and see what type of content they produce
(blog posts, videos, podcasts, a combination of the three, etc.). Other things you also
want to look at include:

1.The topics they cover.

2.The types of articles they produce (How long are they? How many images do they
include per article, etc.).
3.How frequently they publish new articles (daily, weekly, etc.).
COMPETITOR WEBSITE ANALYSIS
BACK LINK BUILDING
What Are Backlinks?

Backlinks (also known as “inbound links”, “incoming links” or “one way links”) are links
from one website to a page on another website. Google and other major search
engines consider backlinks “votes” for a specific page. Pages with a high number of
backlinks tend to have high organic search engine rankings.
BACK LINK BUILDING
Backlinks are basically votes from other websites. Each of these votes tells search
engines: “This content is valuable, credible and useful”.

So the more of these “votes” you have, the higher your site will rank in Google and
other search engines.

Even though Google has made thousands of changes to its algorithm since then,
backlinks remain a key ranking signal.

For example, an industry study that we conducted found that links remain Google’s key
ranking signal.And Google has confirmed that backlinks remain one of their three most
important search engine ranking factor
BACK LINK BUILDING
Trait #2: They Include Your Target Keyword In The Link’s Anchor Text
As a reminder, anchor text is the visible text part of a link.

You don’t want to go overboard with keyword-rich anchor text. In fact, Google has a
filter in their algorithm called “Google Penguin”.
Google Penguin filters out websites that use black hat link building strategies. And it
specifically focuses on sites that build backlinks with exact match anchor text.
BACK LINK BUILDING
Trait #3: The Site (and Page) Linking to You Is Topically Related To Your Site
When a website links to another website, Google wants to see that the two sites are
related.

This makes sense if you think about it:Imagine you just published an article about
running a marathon.In that case, Google will put MUCH more weight on links from
sites about marathons, running, fitness vs. sites about fishing, unicycles, and digital
marketing.
BACK LINK BUILDING

Trait #4: The Link Is a “Dofollow” Link

Trait #5: The Link Is From a Domain That Hasn’t Linked to You Before
HOW TO MONITOR BACKLINKS

https://majestic.com/backlink-checker?gclid=CjwKCAiAjs2bBhACEiwALTBWZSjAiNd6
wCV5Kbgc6KZUuvt0EAWFKTG6f8BbsW-YyqsnqdIkbcN7MBoCT0UQAvD_BwE

https://monitorbacklinks.com/

https://www.semrush.com/analytics/backlinks/
THANK YOU