Penguin 2.0 Losers: Porn Sites, Game Sites, & Big Brands Like Dish.com & The Salvation Army

Google’s fourth Penguin update — what the company is calling Penguin 2.0 — hit last night, and less than 24 hours later we’re already getting a first chance to look at what sites might be considered “losers” in terms of search visibility.
 
In a nutshell, the list includes: porn sites, game sites and big brands like Dish.com, the Salvation Army, CheapOair and Educational Testing Service (yes, ETS, the company that makes a lot of those standardized tests you probably took as a child).

The SEO software company, SearchMetrics, has just shared its initial look at what sites have been affected the most by the latest Penguin update. As always, SearchMetrics is using its “SEO Visibility” benchmark, which looks at the visibility of a company’s web pages as they appear (or don’t appear) across a wide range of keywords in Google’s search results.

Here’s their initial list of the 25 biggest Penguin 2.0 losers:

There are eight porn sites on the list of 25, and four game-related sites. Of those game sites, three are listed in the top 10. (You have to merge the porn sites listed at the bottom with the sites above them to get the actual order of impact.)

There are also several well-known brands, like Dish.com, the Salvation Army, ETS, and CheapOair. REEDS jewelers has been around since 1946 and has stores in 18 states. DailyDot.com, also on the list, is a respected online news site.

The column on the far right shows how much “SEO Visibility” each website has lost — at least for the keywords that SearchMetrics tracks. This doesn’t necessarily mean that these websites are all seeing dramatic traffic losses, because they might still have high visibility for keywords that aren’t being tracked. That said, in the couple years that we’ve been reporting on the Penguin and Panda updates, lists from SearchMetrics and a couple other SEO software companies have generally been considered mostly accurate.
In his blog post, SearchMetrics founder Marcus Tober says the impact from this latest Penguin update is smaller than he expected.

It’s not the update I was expecting. I thought that this Googles Penguin update would have had a bigger impact similar to Panda 1. But that didn’t happen. My first analysis shows that many thin sites, sites with thin links and especially untrusted links face the problem. In addition, some small business sites were hit because they haven’t taken SEO serious enough.

He also told us via email that the impact was much stronger in Germany than in the U.S., and SearchMetrics details some of the Penguin-hit websites in Germany in a separate blog post (German language).

SEO Website Audits: Penguin, Panda, Technical

With Google constantly changing their algorithm to eliminate low quality content (Panda Update), sites with structures or metrics that don’t support their large content or product sets or sites that try to manipulate the search results with link schemes or other manipulative tactics (Penguin Update), it is vitally important to do website audits on a regular basis. These audits, much like getting a yearly checkup at your doctor (to combat health issues), can eliminate or minimize the effect of the Google updates on a poorly optimized or site that is not in good health.

To learn more about some of the questions and data points for SEO Audit Process -

1. SEO Technical Analysis -

This analysis will help identify technical (metrics distribution) problems with your website such as duplicate title tags, duplicate content, or if your web pages are returning an incorrect HTTP status code. Below are some more of the data points we check from a technical standpoint to ensure your site is healthy.

• 301 (Permanent) Redirect Analysis
• 302 (Temporary) Redirect Analysis
• 404 (Client Error) Errors
• 500 (Server Error) Errors
• Pages Where The Title is Missing or Empty
• Duplicate Page Content Analysis
• Duplicate Page Title Analysis
• Pages That have Long URLs (> 115 characters)
• Overly-Dynamic URL Analysis
• Meta Refresh Analysis
• Pages Where the Title Element is Too Short
• Pages Where the Title Element is Too Long (> 70 Characters)
• Pages Containing Too Many On-Page Links
• Missing Meta Description Tag Analysis
• Robots.txt Analysis
• Meta-robots Nofollow Analysis
• Meta-robots Analysis
• Canonical Tags Analysis
• Indexed URLs Analysis
• Total URLs Receiving Traffic
• Total Keywords Sending Traffic

2. Content Analysis and Panda Audit

Quality content is one of the primary assets your website has when it comes to competing in the search engines for rankings. We conduct the 4 major audits listed below.

• Panda Update Analysis
• Duplicate Content Analysis
• Keyword Analysis

We recently added the Panda Update Analysis after the recent launch of the Panda Update to the Google Algorithm. This analysis combs over your content sets and asks a set of questions to assess the quality and value your content provides. This audit assess if our content is at risk of being devalued by the search engines and caught in the Panda Update. A few of the questions we ask are listed below.

• Would you trust the information presented here?
• Does this article have obvious errors?
• Does this article provide additional information beyond what others are saying, and does it present it in a unique way.
• Does this article contain insightful analysis?
• Is this article written by an expert?
• Would you expect to see this article in print?
• Would you give this site your credit card?
• Would you trust medical (replace medical information with your vertical’s information) information from this site.

3. Competitive, Link Analysis and Penguin Update Analysis

This is one of the most important audits for your site since it will uncover keyword ranking issues, possible issues that caused your site to get penalized with the Penguin (Over-optimization) penalty, and who your true online competitive is within the search engines organic search results.

• Identify low value links pointing to your website
• Real Online Competition (usually not who you think)
• Keyword Competition
• Competitive Link Audit
• Export of Your Competitions Link Graph
• Competitive Keyword Difficulty Audit

4. Site Architecture Analysis

The marketing campaigns you are running will drive people to link to your website and share it socially. Your site acquires links, link juice, and social metrics from these campaigns and distributes those metrics internally though the site’s link structure. After we assess the technical parts of your website we want to also make sure that your websites architecture is valuable for metrics distribution.

• Structural Analysis
• Page Rank Flow Analysis
• Internal Anchor Text Analysis

Google Disavow Link Threats?

It is no surprise to many that more and more SEOs are using the Google link disavow tool. The issue that comes up as time goes on is that there are some using it as a threat to remove or change the links or anchor text pointing to their site.
 
I am sure some of you have received it. SEOs or other webmasters may email you saying, hey - you are linking to me on this or that page using this link and this anchor text. You have a couple options, either remove the link or change the anchor text to X. If you do not do it within Y days, we will use the Google disavow link tool.
They may add onto that email that using the tool can make your site look bad in Google's eyes. Yada yada.

If you believe Google, Google said the disavow tool won't damage the sites in the list. It simply will just ignore the URLs, as if they are nofollowed. Now, of course, that can change. Aaron Wall thinks himself it will change and Google can use two data points (1) sites frequently disavowed and (2) sites with links frequently removed. Future thought but right now, nope.

That being said, this is causing a big problem in the industry - despite SEOs asking for it.

Google’s Matt Cutts On Upcoming Penguin, Panda & Link Networks Updates

Google’s head of search spam, Matt Cutts announced new updates with Google’s Penguin and Panda algorithms and new link network targets in 2013. Matt announced this during the SMX West panel, The Search Police.

Significant Penguin Update

Matt said that there will be a large Penguin update in 2013 that he thinks will be one of the more talked about Google algorithm updates this year. Google’s search quality team is working on a major update to the Penguin algorithm, which Cutts called very significant.
The last Penguin update we have on record was Penguin 3 in October 2012. Before that, we had Penguin 2 in May 2012 and the initial release in April.
So, expect a major Penguin release that may send ripples through the SEO industry this year.

A Panda Update Coming This Friday Or Monday

Matt also announced there will be a Panda algorithm update this coming Friday (March 16th) or Monday (March 18th). The last Panda update was version 24 on January 22nd, which is one of the longer spans of time between Panda refreshes we’ve seen in a long time.

Another Link Network Targeted

Matt Cutts confirmed that Google targeted a link network a couple weeks ago and said Google will go after more in 2013. In fact, Matt said that they will release another update in the next week or two that specifically targets another large link network.

Google Penalizes Another Link Network: SAPE Links

The rumors floating around the SEO industry right now is that Google has crushed yet another link network. SAPE links, a link network I honestly never heard of, was the target this time. Any of those using SAPE links were supposedly penalized and downgraded in their rankings over the past 24 hours or so.

We have dozens of threads about downgrades of Google rankings but the black hat SEO forums all seem to point at SAPE Links as the cause.


Black Hat World and Black Hat Group both seem convinced the reason for the downgrade in rankings in Google yesterday was due to having links from SAPE links.

However, others are not sure if it is specific to SAPE or some other link network.

There is clearly something going on, it doesn't seem to be an algorithmic update but it does seem to be a targeted penalty attacking specific link networks and the sites/webmasters that use them.

Here is a list of threads that are complaining about ranking declines at Google Webmaster Help.
A tweet from about a month ago from Google's Matt Cutts kind of supports this. SAPE Links is a Russian link network:



Matt Cutts         @mattcutts

@dannysullivan @seocom just another day at the office for me. :) Okay, gotta look at some really naughty Russian link selling software now.

Types Of Google Webmaster Notifications

Matt Cutts of Google posted an interested video on YouTube that shared the types of Google Webmaster Tools notifications they send out.
Google sends out hundreds of thousands of notifications each month and 90% of those are black hat related, which we knew already. But how about the rest?

• Black hat notifications is ~90%
• Low or no quality content is ~4%
• Hacking is ~3%
• Buying links is ~2%
• Selling links is ~1%

Here is the video:

It is funny because I call out a Googler for the 4% on Google+ and then he calls me out for the 2% for dropping the link to the source. Good times.

Google Cutts: Links From Press Releases Won't Help

An old fashion and sometimes often used method today, to get links to your web site, is to use press releases with embedded links in those releases.

So you'd contract a press release distribution company and make sure that the content of the release have links to your web site. That release would hopefully be syndicated by other news outlets and those outlets will keep the links intact.

Matt Cutts of Google said in a Google Webmaster Help forums that links from press releases shouldn't have a positive impact on your rankings.

Now, when you do press releases, it might get your web site in front of the eyes of bloggers, reporters and others, where what they write or link to may have an impact on your rankings. But the links within the releases themselves, Google says - they won't benefit your rankings.

Its a Very interesting posting by Matt on the help forums, however I think it may confuse some people. Matt isn't saying that press releases won't help. What Matt is saying is that press releases that are posted to press release sites without getting picked up by real news sites won't help. He's saying: links from press release sites won't help your rankings.

So what do you do? Still do press releases, but make them newsworthy enough to get picked up by news sites. Getting links from industry news sites that have a long history (3 or more years old) are great links to get.

Google Panda Update 23, Impacting ~1.3% Of Queries

Confirmed: A Panda Refresh, Version #23

Update: Google has confirmed that this is a Panda refresh. This would make it version 23 and it impacted about 1.3% of English based queries. 

Google has confirmed rumors of a Google update announcing on Twitter that they pushed out a Panda data refresh today impacting about 1.3% of English queries.

This would make for the 23rd Panda update since the first Panda algorithm was introduced on February 24, 2011. Since then we had 22 updates both to the algorithm and also to the index or data refreshes.

I should note, I am shocked they pushed out a refresh before the holiday seasons. Last year they promised they would not do a Panda update before the holidays. What a difference a year makes.

A week ago, we reported on some very strong signs of a Google Update last Thursday. Google told us there was no update, not Panda and not anything. Webmasters feel Google is either lying or are clueless

That being said, there are now new reports in the same Webmaster World thread of an update hitting a few hours ago in the Google search results.

How Search Engine Operates

Search engines have two major functions - crawling & building an index, and providing answers by calculating relevancy & serving results.

Crawling and Indexing

Crawling and indexing the billions of documents, pages, files, news,videos and media on the world wide

web.

Imagine the World Wide Web as a network of stops in a big city subway
system.

Each stop is its own unique document (usually a web page, but sometimes a PDF, JPG or other
file). The search engines need a way to “crawl” the entire city and find all the stops along the way,
so they use the best path available – links.

Search engines have two major functions - crawling & building an index, and providing answers by calculating relevancy & serving
results.

1. Crawling and Indexing
Crawling and indexing the billions of documents, pages, files, news, videos and media on the world wide web.

2. Providing Answers
Providing answers to user queries, most frequently through lists of relevant pages, through retrieval and
rankings.

“The link structure of the web serves to bind all of the pages together.”

Through links, search engines’ automated robots, called “crawlers,” or “spiders” can reach the
many billions of interconnected documents.

Once the engines find these pages, they next decipher the code from them and store selected pieces
in massive hard drives, to be recalled later when needed for a search query. To accomplish the
monumental task of holding billions of pages that can be accessed in a fraction of a second, the
search engines have constructed data centers all over the world.

These monstrous storage facilities hold thousands of machines processing large quantities of
information. After all, when a person performs a search at any of the major engines, they demand
results instantaneously – even a 1 or 2 second delay can cause dissatisfaction, so the engines work
hard to provide answers as fast as possible.

Search engines are answer machines. When a person looks for something online, it requires the
search engines to scour their corpus of billions of documents and do two things – first, return only
those results that are relevant or useful to the searcher’s query, and second, rank those results in
order of perceived usefulness. It is both “relevance” and “importance” that the process of SEO
is meant to influence.

To a search engine, relevance means more than simply finding a page with the right words. In the
early days of the web, search engines didn't go much further than this simplistic step, and their
results suffered as a consequence. Thus, through evolution, smart engineers at the engines devised
better ways to find valuable results that searchers would appreciate and enjoy. Today, 100s of
factors influence relevance, many of which we'll discuss throughout this guide.

How Do Search Engines Determine Importance?

Currently, the major engines typically interpret importance as popularity – the more popular a
site, page or document, the more valuable the information contained therein must be. This
assumption has proven fairly successful in practice, as the engines have continued to increase
users’ satisfaction by using metrics that interpret popularity.

Popularity and relevance are not determined manually. Instead, the engines craft careful,
mathematical equations – algorithms – to sort the wheat from the chaff and to then rank the
wheat in order of tastiness (or however it is that farmers determine wheat’s value).

Google recommend the following to get better rankings in their
search engine:

1. Make pages primarily for users, not for search engines. Don't
deceive your users or present different content to search engines
than you display to users, which is commonly referred to as
cloaking.

2. Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.
Create a useful, information-rich site, and write pages that
clearly and accurately describe your content. Make sure that
your <title> elements and ALT attributes are descriptive and
accurate.

3. Use keywords to create descriptive, human friendly URLs.
Provide one version of a URL to reach a document, using 301
redirects or the rel="canonical" element to address duplicate
content.

Verisign Blames Google For Drop In Domain Registration & Renewal Rates

The number of new domains being registered, and existing domains being renewed, is slowing down and Verisign — the company that operates the .com and .net domain registries — says Google is a main reason why.

On the company’s Q3 earnings call yesterday, Verisign shared the following data related to domain registrations and renewals:

• total .com and .net domain registrations grew only one percent in Q3, below the company’s previous guidance to investors
• registrations of .net domains were down one percent from a year ago
• the domain renewal rate was 72.3 percent in Q3, down from 72.9 percent in Q2 and from 73.3 percent a year ago

The company gave two reasons for the slowness in registrations and renewals: “macroeconomic headwinds” in Europe and changes in search engine algorithms — more specifically, Google’s ongoing changes.

CEO and President D. James Bidzos spent considerable time discussing Google’s impact, and not just related to the recent EMD update that targeted exact-match domains with low quality content, but also Google changes as far back as 2009.

First of all, you recall that back in 2009, that was really the first time that we saw a major change in search algorithms that targeted the monetization players who were essentially trying to exploit the search engine algorithm to get themselves placed higher in results so that they can drive traffic and monetize it themselves.

We saw that over a period of time, after those changes, there was some recovery and the monetization community adapted to it. We saw in 2012, changes which affected Q2, which we've discussed with you before.

I think there is a more serious effort by the search engine algorithm players here to sort of clean up search results and improve the quality, as Pat said, to drive some of the monetization community down further. So we discussed in the last call, the Panda and Penguin programs, for example, that Google utilized where they were targeting content farms, they were targeting keyword stuffers and now, they’re also targeting exact name matches, which typically are monetization names often.

So for example, if you search for purple blue widgets, and purplebluewidgets.com happens to be a registered domain, that in the past, would’ve been likely to score very high in the search results. However, if the search engine algorithm is tweaked to go out and consider other factors, the age of the domain, how many pages are on it, how fresh is some of the contents and give it a score, essentially, on how likely it is that it’s truly quality content that the searcher might be interested in versus something that had been set up for monetization purposes, I think the search engine algorithms are essentially targeting that kind of traffic to get it out.

Domain Name Wire has compiled some interesting data in its coverage of the Verisign call, showing how new .com/.net registrations have dropped from four million every quarter back in 2007-2008 to 1-2 million per quarter now (see the “Net” column below). And the yearly growth in new registrations, which used to be in the 20-30 percent range, is now down below 10 percent.

Google’s Panda update and Penguin update could be said to impact domain registrations and renewals over the past couple years — Penguin was launched this past April, while Panda dates back to February 2011.

But what about 2009, when Verisign says it started seeing Google and search engine changes impact its business? Well, there was the Vince update in February of that year. At the time, Google referred to Vince as a “minor change” that relied more heavily on certain trust and quality signals. But to the search engine marketing industry, Vince was a change that favored brands and pushed them higher in Google’s search results. And that’s exactly the kind of change that would impact webmasters that were trying to make money online via new domains, parked domains and, really, any domain that didn’t meet Google’s standards for trust and quality.

Basic SEO practices for Newbies

The thing to remember is that SEO isn't a magic bullet. It's important, but no one knows the exact algorithms the SEs use, and each one is different so all you can do is optimize the best you can. There happens to be a few things that you should just always do whenever you make a new website. Don't stress over every little thing, just make sure you are doing it, this should just become kind of automatic for you.

Make sure you fill in your meta tags with a good title, description, and the right keywords. I personally don't think the keywords meta-tag is nearly as important as everyone else on here does, but it gives me a way to organize my keywords list for me to reference. When you start having many different websites, it's good to include whatever notes to yourself you can. When you come back to work on an older site you might not remember eveything you were thinking before. The metatags help you remember your site info as much as it helps the SE figure it out. A good rule of thumb is that anything that won't hurt you for SEO and might help, you should use and use correctly. Definately use the title meta-tag, try to include keywords in the title. Definately use the description meta-tag, google will normally use this for the summary it displays in the listing. It isn't used for indexing so write it for humans, this is what gets people to click on your link when they see it in the SERP. Don't use the same metatags for every page on your site. Take the time to make them be specific to each page.

Create good content. Make sure you have some decent content. Content is what the internet was invented for. If you have unique and quality content, then all the seo and backlinking you're doing is just to get the ball rolling. Give them what they want, show them where it is, and they'll start coming. If it's good enough then it'll eventually start building on its own naturally because people like what they found. That's the idea anyway. So whenever possible use the best page design and the best content possible. Avoid duplicate content between different pages on your site, the SE will most likely penalize your site for that.

Remember, your content isn't just something to get google to like your site, it is the whole point of your site. The content and how you structure it is what will make visitors do what you want when they get there. If it's crap they'll just leave, and 99% of them won't leave by clicking on your adsense or affilliate link, they'll just close the window or use the back button. (yes, of course if your doing blackhat stuff you can make the browser go where you want, but that's for a different discussion.)

Include your keywords. Structure your content correctly, make a few title headers in the content that include keywords (use header tags h1, h2, etc.), try to have a keyword density around 2% in your content, and maybe 4% for the whole page including the metatags, alt tags, anchors, etc.

Be sure that your .htaccess is set up correctly. Decide on which way you want your url to be and stick with it. If you decide to use www then always use it like that in your links, don't use both. I usually set up a 301 for all www requests to redirect to non-www urls. If you don't set that up then every single page on your site can appear to google as having at least one duplicate. If that's the only thing wrong on your site it isn't going to kill you, but it's so easy to fix. If you don't know how to set up a redirect in your .htaccess file then just do a search, there are many other threads explaining it. Check google if you can't find it here. Also, .htaccess only apples if your on an Apache server, Windows servers do it a little differently, if that applies to you then just search google to find out how to do it. If your consitent in your linking, then the only time the redirect will come into play is if you get natural backlinks that you have no control over. You should also specify which you prefer, www or not-www in google tools if you use it. (If you don't then you really should, I recommend you set yourself up an account for webmaster tools and analytics.)

Make a robots.txt file and I like to include a favicon because without them the robots will trigger file not found errors on your server. Be sure to configure your robots.txt correctly. Make a custom 404 page. If your site has more than just a couple of pages then also create a sitemap.xml file. It's not a bad idea to just create a sitemap anyway no matter what, it lets you define the structure of your site to the crawlers. Just search google if you don't know how to do any of that, it's very basic and you can find exact instructions within a minute when you do a search.

Other than that there isn't a lot more you can do for on-site SEO. When people ask about SEO they're always thinking of on-site SEO, but thats the easy and quick part. Just do it and get on with it.

Everything else is off-site SEO and involves building backlinks and promotion.
This is where you need to focus your efforts. This is where the magic bullet is, if there really is one.

Social Bookmarks, Directory Submissions, Profile Links, and Blog Comments are really the easiest place to start getting backlinks. It's not a bad idea to purchase these links from a service. They are easy to make, but to do it right they really need to be posted from many different accounts and ip adresses. A good idea when your starting is to do it yourself a little bit to see how it works, then purchase larger quantities from a service. You want to get a lot of links, but you don't want to over do it. Building to fast can look unnatural, just do some searches and read up on it a little more. How many and how fast is a judgement call you have to make. hold off on more complex linkbuilding until you have a little more experience. Linkwheels and other link structures can be very powerful, but can also hurt your site a lot if not done correctly.

Whenever possible include keyword anchors and title or alt tags on your backlinks. Don't always use the same anchors, vary it up a little, use 3 or 4 different keywords and even do a few with some non keyword anchors. You are trying to look as though a lot of different real people have taken a liking to your site, if it were natural then all links wouldn't be exactly the same, so you want to simulate that same type of randomness. Backlinking strategies are all about simulating the natural events that happen as a site grows in popularity. If you can do it successfully then the SE's will give you good position in the listings, and then hopefully what you are simulating can become reality. The point of all of it is to get traffic.

Change up your anchor text. The idea of backlinking is to simulate that masses of people are becoming interested in your site. It should have some amount of randomness to it in order to look natural. I've seen a few made up stats on what's best, but I think a good rule of thumb is maybe about 45% primary keywords, 35% secondary keywords, and about 15% random unrelated like Click Here, and then about 5% just the url. The exact percentage isn't dramatically important, it just needs to seem like the linking is natural.

Create relevant articles containing your keywords, include backlinks using keyword anchors, and submit to article directories. Article directories are mostly authority sites and your article becomes a relevant backlink to your site. Then create profiles and accounts on blogs, social networking sites, forums etc. Include a link to your website whenever you do that and each one of those become backlinks as well.

Thats the end of it. Well kinda.
Go back and watch your stats to see what keywords are getting the most traffic to your site, analyze the data a little bit and if you need to, remove or add keywords to your content and tags, and adjust the anchors your using in your backlinks.

Continue building links. Remember you're trying to artificially create the appearance to the SE that your site is popular. When that happens naturally, people are always adding new links to your site. Since you are trying to look natural you have to do the same thing. Linkbuilding never stops completely.

OK, there you go. That's that basics of SEO. Everything else is about fine tuning, and has to be looked at for each individual situation.

If you have any more questions, before you start PMing anyone just read through the threads in the White Hat SEO section, and do some searching on google. You can find some really good information from some much smarter people than me.

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On-Page Optimziation Activities
Extensive Keyword Research	YES	YES	YES	YES
Extensive Website Analysis	YES	YES	YES	YES
Number of Keywords	YES	YES	YES	YES
Website Structure Optimization	YES	YES	YES	YES
W3C Compliancy	ONLY HOME PAGE	ONLY HOME PAGE	ONLY HOME PAGE	ONLY HOME PAGE
META Tag Optimization	YES	YES	YES	YES
Content Optimization	YES	YES	YES	YES
Image Optimization	YES	YES	YES	YES
Sitemap Implementation	YES	YES	YES	YES
Robot.txt Implementation	X	YES	YES	YES
Google Analytics Setup	X	X	YES	YES
Off-Page Optimziation Activities
Manual Search Engine Submission	YES	YES	YES	YES
Local Listing Optimization	YES	YES	YES	YES
Manual Directory Submission	100	120	150	250
Link building	20	30	40	50
SEO Article Creation	3	5	7	9
Article Directories Used for Each Article	20	30	40	50
PR Creation and Distribution	X	1	2	3
Forum / Blog Posting	X	10	20	50
Social Book Marking	X	15	25	50
Price Per Month	USD 200.00	USD 300.00	USD 400.00	USD 500.00

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Pinterest Now Sending More Traffic Than Yahoo Search, Shareaholic Says

Yahoo’s slide continues with the news today that Pinterest is now sending more traffic to publishers than organic Yahoo search results.

That’s according to Shopaholic, a provider of social sharing buttons and widgets with more than 200,000 publishers using its tools.

In a blog post today, Shopaholic says Pinterest was the fourth biggest traffic source in August among its publishers — beating out Yahoo organic search, which fell to fifth. Overall, Google search was the top traffic source, followed by direct traffic and then Facebook in third. (See far right column below.) Pinterest also passed Bing as a traffic source back in June (also noted below in red).

Note that Google, Yahoo and Bing referrals are all down since the start of the year across Shareaholic’s network. Facebook is even down a percentage point, too. Direct traffic, Pinterest and Google referral traffic (presumably Google+ is the largest portion of that, although iGoogle would probably be included there) are all up for the year.

Here’s a closer look from Shareaholic’s post, showing Pinterest compared to Yahoo, Bing and Twitter.

The caveat on this data is that it’s specific to the 200,000 or so websites that are using Shareaholic’s sharing widgets. The makeup of those sites will have a big impact on what kind of traffic they get and where it comes from. If some of the sites aren’t optimized well for natural search, or were hit by various Google (or Bing) algorithm changes, natural search traffic would decline as it has. Likewise, if many of the sites are social-friendly — particularly with visuals that play well on Pinterest — that would also impact the data.

Nonetheless, though it’s a limited sample of websites, it’s still interesting to see where they’re getting traffic.

ComScore recently pegged Yahoo’s U.S. search market share at 13 percent — an all-time low — and says Yahoo recently had a run of 10 consecutive months of declining market share. The August search numbers should be out in the next week or so.

Google: Further Penguin Update “Jolts” To Come; Panda Is Smoother & Monthly

Fasten your seat belt, if you’ve been spamming Google. The anti-spam “Penguin Update” will have more jolts in the coming months, as Google continues to adjust it. In contrast, updates to the Panda algorithm aimed at low-quality pages are now so minor as not to be noticed, when they roll out monthly.

Speaking yesterday at the SES San Francisco conference, the head of Google’s spam fighting team Matt Cutts talked about how Google is still adjusting the Penguin Update algorithm that’s designed to penalize sites that spam Google.

Technically, Google’s saying that Penguin isn’t a penalty but rather an “adjustment” that simply doesn’t let sites get rewarded for spam as much as in the past. In particular, some linking activities that generated credit in the past seem to have been taken out.

Updatequakes & Aftershocks

Last year, Google rolled out its Panda Update designed to penalize (or adjust) pages that had poor quality content. Each further update produced changes in the search results, creating “winners and losers” that were felt across a wide-range of publishers.

But kind of like an major earthquake, each Panda update was more like an aftershock to the main quake, where the effects were less dramatic. Now Panda’s updated on a roughly monthly basis, Cutts said, and the changes are so subtle that few notice.

Indeed, Google itself hasn’t announced any major changes to get us from Panda 3.0 to Panda 4.0 and beyond. The latest, in late July, we dubbed Panda 3.9. It seems likely we’re going to have Panda 3.91 follow, rather than going to Panda 4.0.

Penguin Is Still Shaking Out

Penguin is different. Cutts said that because the Penguin algorithm is newer, it will face bigger adjustments and thus be more “jolting” for people it hits, until it smooths out over time similar to Panda. He also just added more to his statement yesterday in a comment at Search Engine Roundtable:

I was giving context on the fact that lots of people were asking me when the next Penguin update would happen, as if they expected Penguin updates to happen on a monthly basis and as if Penguin would only involve data refreshes.

If you remember, in the early days of Panda, it took several months for us to iterate on the algorithm, and the Panda impact tended to be somewhat larger (e.g. the April 2011 update incorporated new signals like sites that users block). Later on, the Panda updates had less impact over time as we stabilized the signals/algorithm and Panda moved closer to near-monthly updates.

Likewise, we’re still in the early stages of Penguin where the engineers are incorporating new signals and iterating to improve the algorithm. Because of that, expect that the next few Penguin updates will take longer, incorporate additional signals, and as a result will have more noticeable impact. It’s not the case that people should just expect data refreshes for Penguin quite yet.

So far, Google’s only announced one further change to Penguin, which we dubbed Penguin 1.1. That came last May, about a month after the initial Penguin Update. We made it Penguin 1.1 rather than Penguin 2.0 because, as Google said it impacted less than 0.1% of all search results, it seemed a minor change.

Will the next update be Penguin 1.2 or Penguin 2.0, and will it be soon? Certainly, it feels overdue, and given what Cutts said, it seems likely to be a major revision. Keep in mind, however, that for all the “losers” in any update that will scream, there will be winners — perhaps even some of the sites that lost initially.

Google Explains New Link Warnings, Says Don’t Panic But Don’t Ignore

Confused by the latest link warnings that Google has been sending out? As we covered before, it’s all been pretty confusing. That’s why Google has posted more information meant to calm some worries, though it’s still likely that even after this, some are going to panic.

The “Old” Link Warnings: Entire Site Impacted

Google’s post starts with some history, explaining just as we’ve done how earlier this year, it began sending out link warnings:

Let’s talk about the original link messages that we’ve been sending out for months.

When we see unnatural links pointing to a site, there are different ways we can respond. In many severe cases, we reduce our trust in the entire site. For example, that can happen when we believe a site has been engaging in a pretty widespread pattern of link spam over a long period of time.

If your site is notified for these unnatural links, we recommend removing as many of the spammy or low-quality links as you possibly can and then submitting a reconsideration request for your site.

Sometimes, Links Ignored

As you can see, if you got one of these messages in the past, it was a sign that your entire site might be distrusted. But Google’s post went on to say:

In a few situations, we have heard about directories or blog networks that won’t take links down. If a website tries to charge you to put links up and to take links down, feel free to let us know about that, either in your reconsideration request or by mentioning it on our webmaster forum or in a separate spam report. We have taken action on several such sites, because they often turn out to be doing link spamming themselves.

This is a slightly new twist to concerns some have had that if they can’t get links removed, what can they do? Google’s saying that in some cases, it might decide a directory or link network is spam, so it will block those sites — and in turn, those links should no longer count as harmful to the sites they point at.

I’ve covered this before, in terms of negative SEO. There are those who received notices from being in link networks, then assumed that this meant anyone could link to anyone from these networks as a means of harming them. That only works assuming that the networks were allowed to continue passing harmful link credit.

The New Warnings

Now on to the new warnings:

In less severe cases, we sometimes target specific spammy or artificial links created as part of a link scheme and distrust only those links, rather than taking action on a site’s overall ranking.

The new messages make it clear that we are taking “targeted action on the unnatural links instead of your site as a whole.”

The new messages also lack the yellow exclamation mark that other messages have, which tries to convey that we’re addressing a situation that is not as severe as the previous “we are losing trust in your entire site” messages.

To be clear, there were some people who recently got these “new” warnings that looked exactly the same as the old ones. The concern these raised prompted Google to make the changes above, as we covered previously, along with examples of how to tell what’s more severe due to a yellow warning symbol like this:

 

New Warnings May Ignore Links, Not Harm Entire Site

As for those who get one of the new warnings, apparently they mean that Google’s not penalizing your site. Rather, it’s going to “take action” against the link pointing at your site, meaning it won’t trust it. Google goes on to explain this more:

These new messages are worth your attention.Fundamentally, it means we’re distrusting some links to your site.

We often take this action when we see a site that is mostly good but might be might have some spammy or artificial links pointing to it (widgetbait, paid links, blog spam, guestbook spam, excessive article directory submissions, excessive link exchanges, other types of linkspam, etc.).

So while the site’s overall rankings might not drop directly, likewise the site might not be able to rank for some phrases.

I wouldn’t classify these messages as purely advisory or something to be ignored, or only for innocent sites.

You Won’t Rank For Some Terms But Don’t Panic?

I think Google sees the explanation above as reassuring, since it says that the site overall won’t drop in rankings. But saying the site may drop for some rankings, combined with advice that anyone who gets one of these new notices should take action, is still going to cause concern.

That’s why the next part of Google’s post immediately after the paragraph above isn’t at all calming:

On the other hand, I don’t want site owners to panic. We do use this message some of the time for innocent sites where people are pointing hacked anchor text to their site to try to make them rank for queries like [buy viagra].

Here’s a thought. If you don’t want sites to panic, then send those “innocent sites” messages that clearly explain they are innocent and don’t have to worry about taking any action. Otherwise, there’s no way for them to know they really are innocent. It’s like giving a driver something that looks like a ticket with no indication that it’s just an advisory they can ignore.

Examples Of Those Who Did Panic & Didn’t Need To

The post goes on with examples of things to avoid, such as widget links and paid links. Then a third example says this:

In some cases we’re ignoring links to a site where the site itself didn’t violate our guidelines. A good example of that is reputation management.

We had two groups write in; one was a large news website, while the other was a not-for-profit publisher. Both had gotten the new link message.

In one case, it appeared that a “reputation management” firm was using spammy links to try to push up positive articles on the news site, and we were ignoring those links to the news site.

In the other case, someone was trying to manipulate the search results for a person’s name by buying links on a well-known paid text link ad network. Likewise, we were just ignoring those specific links, and the not-for-profit publisher didn’t need to take any action.

In summary, both sites got one of these new messages that Google has said shouldn’t be ignored. At the same time, the publishers — clearly concerned enough about them to write in — were apparently told they could ignore these messages, because the links themselves were ignored. Bottom line: a lot of time wasted by all parties.

If You Get A Message, Investigate, Says Google

What to do if you got one of these new warnings? The latest advice from Google:

We recently launched the ability to download backlinks to your site sorted by date. If you get this new link message, you may want to check your most recent links to spot anything unusual going on.

If you discover that someone in your company has been doing widgetbait, paid links, or serious linkspam, it’s worth cleaning that up and submitting a reconsideration request.

We’re also looking at some ways to provide more concrete examples to make these messages more actionable and to help narrow down where to look when you get one.

Google also said less than 20,000 domains have received these messages and going forward, only about 10 sites per day can expect to receive them. It also offered some final reassurance:

If you get one of these new messages, it’s not a cause for panic, but neither should you completely ignore it. The message says that the current incident isn’t affecting our opinion of the entire website, but it is affecting our opinion of some links to the website, and the site might not rank as well for some phrases as a result.

Google Needs Better Messages

I just don’t see how any of these new messages aren’t going to cause panic by those who get them. Saying a site might not rank well for some terms is self-evidently a panic-inducing statement. Worse, it induces panic when, in some cases, the site doesn’t need to actually do anything at all.

Last time I wrote about this, I said Google should just stop sending warnings until it could clear things up better. Nothing in today’s post has changed that view. This entire situation just seems to go from bad to worse.