Tag Archives: Matt Cutts

Penguin 2.0 and future Google changes

So, the clear long term direction is to keep making a quality, well written, engaging, fast site that people would choose to recommend to their friends and family and mention on social. So, no change there.

If you are doing things to game Google, which everyone has to [to some degree] as there is a addictive dependency that has been created. A vicious circle of traffic need/expectation and the sheer dominance of one traffic provider.

In an article earlier this week by Search Engine Land they wrote up about the next significant algo update. The interesting thing in this article is that the after shocks in the last year or so have been just incremental updates, and a full 2.0 is coming.

This latest video featuring Matt Cutts of Google, talks about what changes are coming. Even IF you take his commentary as controlling spam through PR efforts; there is normally some directions/themes that you can take out of it.

Here is that video.

It seems that more changes are coming. Enhancements some might say. The tone of the video suggests that this is to be more comprehensive than before.

  • There is a Penguin 2.0 a web spam change – to continue to target [hate myself for using this term] ‘black hat’. So, more comprehensive would mean more identification, to go deeper with bigger impact for site that are caught
  • Advertorials, to prevent these from passing any page rank. If they are done just for SEO, then they are in violation of their “quality guidelines”. To make this a bit stronger in detection and decision making on value to pass. There are no issue with advertorials – unless they are just done to pass page rank for cash
  • If you are running loans, porn, pills or hard SEO areas you are being targeted by name into your link practices! This included a named mention of finding networks and all sites associated with them

There were some positive things

  • Better communication and information if your site is hacked or have malware inserted
  • An attempt at giving sites the authority they deserve, and then the visibility there too
  • Great news for many who were caught up partially or unfairly by their Panda update. Matt talks about looking for more +ve signals that may move some sites out from the borders
  • And, some presentational things in the SERPs around clustering domains to a user. And, if you do see them once, you would be less likely to see them again on subsequent pages

So, to be honest, if this is true. Then the coming changes would be genuinely quite good for most hard working decent folk! Let’s hope it treats my sites well!




Relevance over ccTLDs

So, relevance wins over TLDs.  Who would have guessed !?

As part of the caffeine update, lots of us saw many .com’s appearing over the top of co.uk’s etc etc.  If you mix the Vince update with Caffeine you get a wired Vince and dot coms able to rank when the previous ground swell of talking heads was you must have a ccTLDs otherwise you would fail in regional Googles.

Oh well.  Here it from the man himself in this YouTube video.  <smug>Supports some of my current projects</smug>

Brand algo changes on Google?

If you listen carefully to the video from Matt Cutts, he says No.   I have seen a few posts about this topic now and thought I better pay attention as I work for a fairly well known brand.

Cutts talks about this being one of 3 to 4 hundred changes they normally make a year to the algo. And the objective is still to provide the best results for users.  And the latest change would only affect a small number of queries.

See the video for yourself here…

What keywords are in the vid?

He talks about the Trust, Authority, Page Rank still being very important in determining the best results.

And its a change and not an update. Its Vince’s change by the way !

Matt Cutts video on ‘virtual blight’

Virtual blight.  This 21 minute video is from Matt Cutts about web spam.  It has some nice easy to follow examples about the types of blog spam, and how to deal with it.

There are some simple tips such as do not allow users to insert code.  And use NoFollows on outbound links especially from commenters who you dont know and trust.


He suggests that if you are able to perform a security audit. And if you arent able to do this yourself ensure that you patch your software frequently.  You can ask your web host about their security too.

One tip was to use Google alerts for your site, definately on words that should never ever be on your site e.g. viagra

You can also use your webmaster console and see search terms and or words on your site.  If strange words appear you might have been hacked.  If you know about it quickly you can do something about it and not look like a victim for others to join in !

Just watch the video.  He explains it very well.