The Expedia case, which lost 25% visibility on Google just a few weeks ago, was the subject of more than one alert in the sector. No wonder, the OTA was punished because of placing irregular links to achieve top search engine positioning and Google’s reaction was tough repositioning Expedia in the last search positions.
Google won’t put up with this type of behaviour so we took the opportunity to talk to the Online Marketing Manager at Innwise, SEO expert, Jorge Simón, to offer some tips so as to avoid tragic dropping in the rankings.
When you get bad news like Expedia, the first step should be to diagnose the type of penalty you face, and, according to Search Engine Journal, these can be of two types:
1. Manual. Easy to find as it is accompanied by an email to the WebMaster account. Given this type of penalty, the only solution is to remove the links concerned and send a letter to Google to lift your website sanction. Patience is required, as the process can be long and extended. If you suspect that you may be penalized for this reason by the well-known search engine then revise the Search Web Traffic paragraph in your Master Account.
2. For algorithms. More complex to identify than in the first case. Google generates automatically new codes that may surprise you, because they don’t notify anything. You must also determine whether the ‘guilty party’ is Google Panda or Penguin. Easy to find out using Analitycs to see if there has been a sudden drop in traffic. Panda often causes deficiences in the web usability: too many ads, little or repeated content or low speed. Penguin, meanwhile, tends to focus on the irregular link search (with charge or lacking company approval).
Once the problem is found, move on to the second step. Apply the most suitable solution according to the penalty imposed. If the fine is manual, the affected links must be removed and then contact other Web Masters that redirect to your site in order to ask them to do the same. This should be done before sending the aforementioned correction letter to Google.
Regarding the algorithms, use Analytics to find out who is behind the drop in traffic Panda or Penguin. In addition to assessing the usability, the site content or the entry of links it is also advisable to analyze factors such as navigation speed and page structure.
The last step of the process refers to the approach of a new marketing strategy, away from old and risky SEO positioning. At this point, you need to create and offer the user a unique and well structured content.
This is what Innwise offers and Jorge Simón, Innwise SEO expert exposes two techniques to avoid being persecuted’ by Google. On the one hand, he suggests leaving the external link searches – without falling into the trap of buying them and, secondly, take more care of visitors that robots. “If these suggestions are applied then the high risk which could be Penguin would be avoided and Panda won’t affect us.”
Simón is very sure, the reason these guidelines work is that the web content, usability page and structure will all be looked after, trying at every moment to offer authentic unique content that adds value to visits, moreover, taking into account the visitor, try to offer a correct logical navegation and high value user experience. “Focusing on search engines, usually takes us diferent ways and in different directions,” concludes Innwise SEO expert.