Google SEO - Panda Best Practices

1. Minneapolis Marketing Authority
Oct 18th, 2011

2. Agenda
Introductions
– What You Currently Do?
– Experience with Internet Marketing
– Current Issues/Questions
Roundtable Discussion
– Current Issues
– Open Table
Topics of Interested
Random “Stuff”

3. Background
10 Years Internet Marketing Experience
– Started with Email Marketing
– Built a Boston based Internet Consulting Agency
• From $180k to $2 Million in 2 Years
• Managed $35 Million in Client Revenues
– Left to Start My Own Business
• Operate Several Ecommerce & Content Websites
• Small Consulting Practice for Select Clients
I started this group to share and learn
with others

4. Background
Areas of Expertise
– eCommerce
– Search Engine Optimization
– Online Advertising
– Social Media
– Conversion Optimization

5. Background
Web Portfolio
– eCommerce
• High-End Baby Gear
• Baby Care / Feeding
• Branded / Luxury RX Eyewear
• Extreme Watersports
– Luxury Real Estate
– Niche Topics
– Social Network

6. Background
Michelle Schmidt
• 10 Years Internet Marketing Experience
– Currently Operates IceLinkDesign.net

7. Agenda
Introductions
–What You Currently Do?
–Experience with Internet Marketing
–Current Issues/Questions

8. Agenda
General Discussion
– News & Events
• Google Analytics
• Panda Update 2.7 Oct. 14th
• Facebook Google Insights for Websites
– Specific Questions
– Successes/Failures

9. Background
What is Panda?
• Primarily for Duplicate Content
• Create a Humanized Algorithm
– Is the site authoritative?
– Are there to many ads?
– What’s the quality of the content?
Aggregate Individuals Scores of Pages into Site-Wide Score

10. Background
Google Webmaster Tools:
Give visitors the information they're looking for:
Provide high-quality content on your
pages, especially your homepage. This is the single
most important things to do…
One of the most important steps in improving your
site's rankins in Google search results is to ensure
that it contains plenty of rich content…

11. Background
Matt Cutts:
"...looking for higher quality sites to surface for
long tail queries..."
The Caffeine update enabled
Google to track more website
“signals” by re-engineering how
they index.

12. Background
Manipulating quality website
signals becomes more expensive
than earning…

13. Background
Aggregate Individuals Scores of
Pages into Site-Wide Score
The underlying concept is
inherently flawed… because
we’re different…

14. Background
What is Panda?
• Page Level Quality Classifier
– Content
• Duplicate Content
– Usability
• Bounce Rates / Single Page Access
– Interface
• % of Ads to Content
Assess Subjective Characteristics Algorithmically!

15. Background
What is Panda?
Index
Rankings
Serp
Snippets
Remove
Duplicates
Rerank
Serps
Other
Signals
Track
Removed
Panda
Remove From Index
Domain
Score
Page Score

16. Background
Best Practices
•
•
•
•
•
Don’t Mix Good & Crap / Scraped Content
Never Use Vendor / Canned Text
Add rel=Author Tax to Your Content
Unique Meta Information
Minimize Ad Footprint
Assess Subjective Characteristics Algorithmically!

17. Interesting
Sources:
• Don Crowther
• Distilled
• Pandasized

18. Interesting
Website Critique

19. Interesting
Linkdex.com
– SEOmoz, Ontolo, LotusJump Functionality
• Keyword Research / Tracking
• Onsite Optimization
• Link Building
• SEO Team Workflow