Google Update Zoo : Panda – Penguin

Google Update Zoo : Panda - Penguin

Presented by:
Bill Hartzer

Overview
• What is Google Panda?
– Google Panda History
• Were You Hit by Panda?
– Recovering from Panda

• Google Panda Vs. Penguin
• What is Google Penguin?
– Google Penguin History
• Were You Hit by Penguin?
– Recovering from Penguin

Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

What is Google Panda?
• Ranking factor added to the Google algorithm

• Filter designed to identify ‘low quality pages’.

• Provides better rankings for high-quality sites

• Doesn't run continuously due to analysis processing

• Updates every 4 to 7 weeks

• Named after Google engineer Navneet Panda


How Google Panda Was Developed
• Google Engineer came up with questions.
• Sent questions to human quality testers who rated sites
– Rated based on quality, design, trustworthiness, speed, and
whether or not they would return to site
– Google came up with definition of “low quality”
• Launched Personal Chrome Site Blocker extension earlier.
– Allowed users to specify sites they want blocked from search
results
• Compared data from both sources (Raters and Chrome Blocker),
and had 84 percent overlap, indicating on right track
• Came up with Classifier to indicate Low Quality vs. High Quality
Sites, to be used mathematically in Google Panda.


Google Panda History
• Rolled Out to US sites around February 24, 2011
– http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-
in.html

• Rolled out to Globally to all English language Users around
April 11, 2011
– Also began to roll out data from sites that users block

• Latest update Panda #20 — September 27, 2012
- 2.4% of queries affected, overlapped EMD update


Google Panda Update History
• Panda/Farmer — February 23, 2011
• Panda 2.0 — April 11, 2011
• Panda 2.1 — May 9, 2011
• Panda 2.2 — June 21, 2011
• Panda 2.3 — July 23, 2011
• Panda Goes Global (2.4) — August 12, 2011
• Panda 2.5 — September 28, 2011
• Panda "Flux" — October 5, 2011
• Panda 3.1 — November 18, 2011
• Panda 3.2 — January 18, 2012
• Panda 3.3 — February 27, 2012
• Panda 3.4 — March 23, 2012
• Panda 3.5 — April 19, 2012
• Panda 3.6 — April 27, 2012
• Panda 3.7 — June 8, 2012
• Panda 3.8 — June 25, 2012
• Panda 3.9 — July 24, 2012
• Panda 3.9.1 — August 20, 2012 See the Google Algorithm Change History:
• Panda 3.9.2 — September 18, 2012 http://www.seomoz.org/google-algorithm-change
• Panda #20 — September 27, 2012

Were You Hit by Panda?
• Look at Web Analytics
• Sites affected had traffic loss starting in February, 2011.
• Google Analytics for your site (Web Trends, Omniture, etc.)
• Google Trends for any site (http://trends.google.com)


Recovering from Panda
• Make sure all content on site is “high quality”

• Review Google’s List: 23 Questions to assess quality
– http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-
high-quality.html

• Identify and remove least-visited pages
on site via your web analytics

• Take out the trash, so to speak.

• Prevent Pogosticking from SERPs.

Panda vs. Penguin
• Panda focuses on sites providing a bad user experience
– Sites with low quality content

• Penguin focuses on spamdexing and link bombing.


What is Google Penguin?
• Google: “algorithm change targeted at webspam.”
– http://insidesearch.blogspot.co.uk/2012/04/another-step-to-reward-
high-quality.html
• Goal is to “decrease rankings for sites that violate Google’s
Quality Guidelines”.
– http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=35769#3
• Examples:
– Keyword Stuffing, Over Optimization
– Unusual linking patterns (outgoing links)


Google Penguin History
• First reported 4/24/2012

• Updated May 25, 2012 (Penguin 1.1)

• Penguin #3 — October 5, 2012
- impacted 0.3 percent of queries


Were You Hit by Penguin?
• Panda April 19, Penguin April 24, Panda refresh 4/27
– Search Engine Journal: http://www.searchenginejournal.com/penguin-or-panda-
how-to-determine-which-google-algorithm-update-impacted-your-website/43751/


Recovering from Penguin
• Perform a full SEO Audit of web site
– Identify and fix problem areas on site that violate Google
guidelines (keyword stuffing, over optimization, etc.)
• Review Google Webmaster Tools for messages, suggestions
• Perform full link analysis of site
– Download links from Majestic SEO, SEOMoz Open Site
Explorer, a hrefs, etc.
– Review anchor text, clean up links to site
• Work on Authority, Trust of your site


Thank You
Bill Hartzer
Director of Search Engine Optimization
Standing Dog
www.StandingDog.com
Twitter: @StandingDog
Facebook: Facebook.com/standingdog

Personal Blog: www.BillHartzer.com
Twitter: @Bhartzer
Facebook: Facebook.com/bhartzer


Google Update Zoo : Panda – Penguin

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