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Dialogue: 0,0:00:00.60,0:00:03.81,Default,,0000,0000,0000,,Hey everybody.. we have an interesting question today from Ed in London
Dialogue: 0,0:00:03.81,0:00:08.28,Default,,0000,0000,0000,,Ed asks how can you tell if your site is suffering from an algorithmic
Dialogue: 0,0:00:08.28,0:00:12.31,Default,,0000,0000,0000,,penalty, or you are simply being outgunned by better content?
Dialogue: 0,0:00:12.31,0:00:15.35,Default,,0000,0000,0000,,this is a really intriguing question so let's walk through some
Dialogue: 0,0:00:15.35,0:00:19.43,Default,,0000,0000,0000,,other different things. You didn't ask about manual but let's cover that just because
Dialogue: 0,0:00:19.43,0:00:23.23,Default,,0000,0000,0000,,that's the easy case. If you're hit by something that the direct action
Dialogue: 0,0:00:23.23,0:00:26.86,Default,,0000,0000,0000,,from the [manual or] web spam team that directly impacts the ranking of your site
Dialogue: 0,0:00:26.86,0:00:29.100,Default,,0000,0000,0000,,then go to webmaster tools and check out because
Dialogue: 0,0:00:29.100,0:00:35.28,Default,,0000,0000,0000,,it could very well be the case that .. you know.. hey we thought that there was some
Dialogue: 0,0:00:35.28,0:00:38.51,Default,,0000,0000,0000,,keyword stuffing or poking or whatever going on and that's a clear-cut case
Dialogue: 0,0:00:38.51,0:00:41.73,Default,,0000,0000,0000,,you'll get a notification..you'll get a\Nmessage and then you can start
Dialogue: 0,0:00:41.73,0:00:45.55,Default,,0000,0000,0000,,to figure out..investigate..okay where can I start to improve things
Dialogue: 0,0:00:45.55,0:00:49.42,Default,,0000,0000,0000,,or what can I change to make things better. The other reason to check WebMaster tools
Dialogue: 0,0:00:49.42,0:00:53.03,Default,,0000,0000,0000,,is if there's some crawler error. We have seen sites that will
Dialogue: 0,0:00:53.03,0:00:56.93,Default,,0000,0000,0000,,launch a new development web site that was previously no-indexed and they will forget to take
Dialogue: 0,0:00:56.93,0:01:00.14,Default,,0000,0000,0000,,off the no-index tag or you know if there's 404
Dialogue: 0,0:01:00.14,0:01:03.40,Default,,0000,0000,0000,,or you know we can't reach your site..those sorts of things..so look for crawl
Dialogue: 0,0:01:03.40,0:01:07.84,Default,,0000,0000,0000,,errors..all that sort of stuff..okay so now let's get to the meat
Dialogue: 0,0:01:07.84,0:01:12.23,Default,,0000,0000,0000,,of your question..he said if your site is suffering from an algorithmic
Dialogue: 0,0:01:12.23,0:01:14.73,Default,,0000,0000,0000,,penalty or if you're simply being outgunned by better content. It's tough
Dialogue: 0,0:01:14.73,0:01:18.89,Default,,0000,0000,0000,,because we don't think as much and really much at all about algorithmic
Dialogue: 0,0:01:18.89,0:01:22.40,Default,,0000,0000,0000,,penalties.. mmm.. really the web spam
Dialogue: 0,0:01:22.40,0:01:27.55,Default,,0000,0000,0000,,team writes all sorts of code but that goes into the holistic
Dialogue: 0,0:01:27.55,0:01:30.77,Default,,0000,0000,0000,,ranking that we do and so if you're affected by one algorithm, do you
Dialogue: 0,0:01:30.77,0:01:34.65,Default,,0000,0000,0000,,call it a penalty and if you're affected by another algorithm do not call the penalty
Dialogue: 0,0:01:34.65,0:01:37.30,Default,,0000,0000,0000,,...that's a pretty tough call to make\Nespecially when the web spam
Dialogue: 0,0:01:37.30,0:01:40.20,Default,,0000,0000,0000,,team is working on more and more general quality changes not necessarily things
Dialogue: 0,0:01:40.20,0:01:44.05,Default,,0000,0000,0000,,specifically related to web spam and sometimes general quality people
Dialogue: 0,0:01:44.05,0:01:49.56,Default,,0000,0000,0000,,work on things that are related to web spam and so deciding which
Dialogue: 0,0:01:49.56,0:01:54.15,Default,,0000,0000,0000,,one to call which is kinda hard to do..so we typically just thinking about it
Dialogue: 0,0:01:54.15,0:01:57.98,Default,,0000,0000,0000,,as the holistic ranking. Now we rolled out something like
Dialogue: 0,0:01:57.98,0:02:01.52,Default,,0000,0000,0000,,665 different changes to how we rank search\Nresults in 2012
Dialogue: 0,0:02:01.52,0:02:05.04,Default,,0000,0000,0000,,so on any given day the odds that we're rolling out
Dialogue: 0,0:02:05.04,0:02:08.73,Default,,0000,0000,0000,,some algorithmic changes are pretty good\N..in fact we may be rolling out a couple
Dialogue: 0,0:02:08.73,0:02:13.23,Default,,0000,0000,0000,,if you just look at the raw number of changes that were doing..however
Dialogue: 0,0:02:13.23,0:02:16.40,Default,,0000,0000,0000,,when we see an algorithmic change that we think will have a pretty big impact
Dialogue: 0,0:02:16.40,0:02:19.52,Default,,0000,0000,0000,,we do try to give people a heads up about that. So for example,
Dialogue: 0,0:02:19.52,0:02:24.94,Default,,0000,0000,0000,,the Penguin algorithm, which is targeted towards web spam or the Panda
Dialogue: 0,0:02:24.94,0:02:28.99,Default,,0000,0000,0000,,algorithm which is targeted towards quality content on the web
Dialogue: 0,0:02:28.99,0:02:31.63,Default,,0000,0000,0000,,whenever we have large-scale changes that will affect things then
Dialogue: 0,0:02:31.63,0:02:36.10,Default,,0000,0000,0000,,we tend to do an announcement that oh yeah this changed or you should look on this particular
Dialogue: 0,0:02:36.10,0:02:39.53,Default,,0000,0000,0000,,date and that can be a good indicator to know whether you're affected by one of those
Dialogue: 0,0:02:39.53,0:02:43.48,Default,,0000,0000,0000,,sort of..jolting algorithms that has a big impact. What you've seen is
Dialogue: 0,0:02:43.48,0:02:48.10,Default,,0000,0000,0000,,for example Panda has become more and more\Nah..
Dialogue: 0,0:02:48.10,0:02:51.56,Default,,0000,0000,0000,,integrated into indexing and its had less of a jolting impact
Dialogue: 0,0:02:51.56,0:02:54.90,Default,,0000,0000,0000,,in fact we've gotten it so that it changes the index on a
Dialogue: 0,0:02:54.90,0:02:58.82,Default,,0000,0000,0000,,pretty regular basis and it's built in the index rather than rolling out on a certain
Dialogue: 0,0:02:58.82,0:03:03.02,Default,,0000,0000,0000,,day and so it's less useful to announce or talk about Panda launches
Dialogue: 0,0:03:03.02,0:03:06.40,Default,,0000,0000,0000,,at this point whereas Penguin is still.. you know..it's a switch
Dialogue: 0,0:03:06.40,0:03:09.80,Default,,0000,0000,0000,,that flips or its something that search [will really know] in a discrete-time
Dialogue: 0,0:03:09.80,0:03:13.69,Default,,0000,0000,0000,,and so we're a little more willing to talk about those and.. and let people
Dialogue: 0,0:03:13.69,0:03:17.32,Default,,0000,0000,0000,,know and have a heads up.. hey you might be affected by the Penguin algorithm..so
Dialogue: 0,0:03:17.32,0:03:21.12,Default,,0000,0000,0000,,in general if your site is not ranking where you want it to rank
Dialogue: 0,0:03:21.12,0:03:25.94,Default,,0000,0000,0000,,the bad news is it's a little hard and difficult to say whether you'd call it
Dialogue: 0,0:03:25.94,0:03:29.28,Default,,0000,0000,0000,,a penalty or not.. it's just part of ranking ..the good news is
Dialogue: 0,0:03:29.28,0:03:32.68,Default,,0000,0000,0000,,it is algorithmic and so if you modify your site
Dialogue: 0,0:03:32.68,0:03:36.15,Default,,0000,0000,0000,,if you change your site.. if you apply your best guess about what the other site
Dialogue: 0,0:03:36.15,0:03:39.29,Default,,0000,0000,0000,,is doing that you should be doing or that it is doing well
Dialogue: 0,0:03:39.29,0:03:43.60,Default,,0000,0000,0000,,then it's always possible for the algorithms to re-score your site or
Dialogue: 0,0:03:43.60,0:03:46.82,Default,,0000,0000,0000,,for..you know.. ask to re-crawl and reindex the site and for us to re-start
Dialogue: 0,0:03:46.82,0:03:49.47,Default,,0000,0000,0000,,ranking highly again..so its kinda tricky because
Dialogue: 0,0:03:49.47,0:03:52.87,Default,,0000,0000,0000,,we have a large amount of algorithms that all interact
Dialogue: 0,0:03:52.87,0:03:56.57,Default,,0000,0000,0000,,whether you call something a penalty or ranking change or
Dialogue: 0,0:03:56.57,0:04:00.68,Default,,0000,0000,0000,,you know any of those things can be really hard to draw a fine distinction between
Dialogue: 0,0:04:00.68,0:04:02.90,Default,,0000,0000,0000,,those different points but the nice thing is as you change your site
Dialogue: 0,0:04:02.90,0:04:08.15,Default,,0000,0000,0000,,you can always ..see that these algorithms can
Dialogue: 0,0:04:08.15,0:04:11.15,Default,,0000,0000,0000,,sort of rerun and reprocess the site and then the site can
Dialogue: 0,0:04:11.15,0:04:14.03,Default,,0000,0000,0000,,regain in rankings many of the times. I hope that helps a little bit
Dialogue: 0,0:04:14.03,0:04:17.86,Default,,0000,0000,0000,,as far as what to do .. and how to go forward with the site