Google Penguin Hit Recovery Case Study — Vidushiinfotech

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Shackleton Risk Management, a valued member of The Shackleton Group of Companies, is an authorized Financial Services Provider (FSP Number 33621), specializing in the provision of niche market commercial insurance products to liquidators, attorneys and professional persons.
With consultants in Johannesburg, Pretoria, Cape Town, Durban, Pietermaritzburg, Bloemfontein and Port Elizabeth, as well as representation in Grahamstown, Kimberley and Mbatho, Shackleton Risk Management offer efficient, effective and personal service in all regions.

Project Goal –

  • To achieve the previous keyword ranking and traffic.
  • Remove spamming and duplicate content.
  • Remove links from spammy sites.
  • Remove links using exact match anchor text.

Challenges –

The challenge was to achieve previous keyword rankings on Google Search Engine.

Strategy –

When we started this project for SEO, our aim was to remove penguin penalty and to achieve previous Google ranking for all the target keywords. Previously, the site was ranked for all keywords but there was a sudden drop in the keyword ranking in May, we found that all keywords were unavailable in Google Search Engine.

We began with full site analysis, uncover and correct any major crawl errors that could be prevented or blocking search engines from indexing the website. Then we checked that whether the site is organized and structured according to best SEO practice to make sure it is optimized for both users and search engine.

The problem with the Shackletonrisk project was mainly duplicate content issue as Shackleton Risk is the sister site of the Shackleton Group and Shackleton Credit. We found landing pages having exactly similar web content with same complicated URL structure.

After doing all the on page changes we moved ahead with link analysis.

In Back link analysis we were founded following link issues

  • Links from spammy sites.
  • Links from Directories and low quality article sites.
  • Links from non relevant theme sites.
  • Links from low domain authority and PR sites.
  • Unnatural links submitted for SEO purpose.
  • Links with exact match anchor text.

We examined the content and link profiles of site that ranking after Google deployed Penguin 2.0 was dropped. Once again; heavy usage of exact match anchor text was the biggest culprit.

We made following strategies and followed the steps for link analysis:

Step 1: Detailed Site Analysis
Step 2: Anchor Text Analysis
Step 3: Detailed Link Analysis & Link removal request
Step 4: Prepared the list of links and domains that really harmful to our site
Step 5: Submitted this list of links to webmaster for disavow process.
Step 6: At the end we analyzed that the performance of the site and the ranking was improved i.e. back to the previous position

In a period of one month the website Shackleton website was viewed a total of 1000 times by the searcher. It showed improvement in terms of both impressions and clicks by 11% and 36% respectively.

Over the last 60 days, Shackleton visits improved about 85.40% and 38.52% in terms of unique visitors. If you look at the page view section it improved by almost 115.45%

And here is traffic report which shows continuous improvement in traffic in the recent month.

Now, we are focusing on to build some high quality links that are free from penguin to achieve better ranking as well as to improve traffic.

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