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This is the November 3 edition of Who's Blogging What, a newsletter that closely monitors 1,100 top web marketing blogs for online professionals involved in social media, search marketing, email, user experience and web analytics. Subscribers are updated with highlights and useful new links every Thursday. If you would like to be kept up to date you may enter your email address here.

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Penguin is permanent

A faster, kinder Penguin

Over the past month the SEO community has been carefully studying the effects of a significant Penguin update. Designed to minimize any ranking benefits from spammy links, Penguin 4.0 has now become part of Google's core algorithm. Its effects will be felt in real time and it will operate at the page level (the prior version usually impacted entire sites). The blog Digital Current published a comprehensive look at the updated algorithm along with an explanation of the penalties involved and a list of things for webmasters to still be cautious of. Searchmetrics provided their impact analysis of the update, advising readers that the backlink auditing process will change but will remain a high priority. Search Engine Land learned that Google assigns a category/label to links during a podcast with Google's Gary Illyes.

A significant operational change is that the new update will devalue the effect of spammy links as opposed to directly demoting the pages that they link to. In other words the algorithm will attempt to disavow links on its own. Google is still recommending that webmasters continue to manually disavow known spammy links to their site (Moz has a theory that this helps Google to identify the characteristics of bad links) and Smart Insights offered a powerful argument for carefully maintaining the disavow file as an essential SEO tool going forward.

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The Blended Attribution Playbook

Attribution Playbook
Download The Playbook Here

Nothing is more top of mind for marketers than attribution.

To accurately measure the impact of online advertising, it's important to holistically evaluate the performance of your campaigns. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks.

Use this Playbook for an important look at the road to defining profits via:

  • How last-click attribution models may result in the loss of business
  • Data that shows the impact retargeting can have on conversion rates
  • Lookback windows recommendations by industry


The most useful posts of the week
   Social Media

   Search Marketing

   User Experience

   Email Marketing


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