Breaking News: Google Panda Update Affects 48 Million Daily Searches
1. Panda-monium:
How to Beat Google’s
Latest Algorithm Update
Mike Turner
Director of Business Development
2.
3. Who We Are /
providing:
ü Search Engine Optimization
ü Paid Search Advertising
ü Display Advertising
ü Social Media
ü Website Design
ü Content Creation
ü Custom Measurement and Attribution
4.
5. Agenda
1
History of algorithm updates and latest Panda #24!
!
2
Identify if you have a problem"
"
3
What Google recommends you do"
"
4
Importance of closed loop measurement"
"
6. Consumers rely on Search to
research products & services
There are 4 billion searches
every day
7. Google’s ultimate goal is to match the end-user
with the most high quality content that is relevant
to their search.
500
Algorithm Updates www.seomoz.org/google-‐algorithm-‐change
each year
When’s the last time you updated your SEO strategy?
8. Recent Algorithm Updates
"Caffeine" Update allowed for near instant
indexing,
to feed the hunger for real time information.
"Farmer" & "Panda" struck at content scrapers &
other poor quality websites where paid links are
often placed.
"Penguin" struck at shoddy and short-cut
optimization tactics, like link schemes and
keyword-stuffing.
- focused on low quality link-profiles
9. Panda #24 Refresh
Latest panda update affects
1.2% of English based queries Jan. 22
(Google)
(4 billion total daily) x (1.2%) = 48 Million Daily Searches
10. Google’s own Matt Cutts breaks down Google Panda:
"This update is designed to reduce rankings for low
quality sites—sites which are low-value add for users,
copy content from other websites or sites that are just not
very useful.
At the same time, it will provide better rankings for high
quality sites—sites with original content and information
such as research, in-depth reports, thoughtful analysis
and so on."
11. Most Influential factors
Quality Content
Originality, length, authority, quality and relevance
Site Metrics
User experience, time on site, bounce rate, load time, etc
Authority & Verification
Establishes and protects authorship
13. What will upset the Panda?
ü Duplicate
content
ü Auto-‐blogging
ü Copy
&
paste:
i.e.
Amazon
customer
reviews,
and
blog
comments
14. Identify if you have a problem
Consult your Web Analytics –
Have you seen a steep decline over the last few weeks?
• If you’re not sure, look at the following:
– Webmaster tools – “% change in keywords” month-over-month
– Specifically, January 22 – did you see steep declines?
Jan. 22
15. Ask yourself the following questions:
• What % of your website is taken by low quality pages?
• Do you have lots of pages that dupe your own copy? (i.e.
“boilerplate” repeated throughout site)
• Are pages over-optimized?
• Is your content promoted on social media including Twitter and
Facebook?
• Is your content’s language more accessible and more real?
• Does your site have poor usage metrics? (i.e. high bounce-rate,
low time spent on site, etc.)
16. What can “Of
course,
we
aren't
disclosing
the
actual
ranking
signals
used
in
our
algorithms
because
we
don't
you do? want
folks
to
game
our
search
results…”
-‐
Google
Google does make specific recommendations on its blog:
ü Remove (or redirect) low quality pages
ü Merge or improve the content of individual shallow pages into more useful pages
(make more robust)
ü Move low quality pages to a different domain could eventually help the rankings of
your higher-quality content.
ü Don’t overload with ads.
ü Create unique, thought leading, and linkable content
– Rewritten content that is not substantially different will no longer help.
17. Drill down into your problem
• Find the pages and page types hit worst on your site.
• See if your “hit” pages utilize the keyword you dropped in ranking for. You may have
to be more explicit.
• Isolate differences between those pages hit and those not hit.
• Make a list of your different types of pages. Eg, forum, quality article, low quality
article, light category, quality category, product, blog post, etc. (make a spreadsheet)
• Add “rel=canonical” tags to any duplicate pages.
Jan. 22
18. Now, look at keyword mapping doc
• Have you written enough useful content utilizing the keywords mapped to
that page?
• Make a content plan that ensures that your pages have sufficient, high
quality content and keyword relevancy - Build a long-term quality SEO
strategy that will protect you from future updates.
22. Content Silos
Consider your site’s thematic structure
• Thematically group pages Mobile
around keywords
SMB
• Quality content within the
Enterprise
pages of the section that relate
to larger keyword themes
• Link pages within the same
groups to further strengthen
SMB Enterprise Mobile
theme of website
• Having a strong theme utilizing
quality content across your
site will keep you safe from
future Panda refreshes
Other Relevant Internal Pages
24. Panda cares about the user experience.
So should you.
Panda factors in variables such as:
• High bounce rate on page or site
• Low visit time spent on page or site
• Low % of users returning to a site
Optimize for users too!
25. Make Content a Focus. Images and Videos
What other types of content
do I need?
Whitepapers, Case Studies
Infographics
Where else can I utilize my
content?
26. Diversified, quality content can be used for inbound linking
Relevant
Industry
Video
Directories
Guest
Blog
Posts
Press
Releases
&
Media
Coverage
Content
SyndicaPon
(whitepapers,
Online
Forums
(Quora,
etc.)
infographics)
Social
Media
Profiles
27. Penguin Shout-out: Audit your Links
Are your links relevant?
• If you were penalized, get familiar with “Disavow Tool” – Disavow bad ones, but
have a plan to replace with relevant ones! (Use a spreadsheet, Identify which are
relevant and which aren’t)
Some links do more bad than good.
That
$100/mo
link
building
campaign
may
have
caught
up
with
you!
29. Importance of Closing the Loop
Remember that although rankings are fantastic, they
aren’t the KPI that impacts the bottom line.
Make sure your SEO measurement has kept up and that you’re
tracking how much revenue your SEO program contributes to your
pipeline.
7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
31. Example report
Easily identify which keywords contribute to
revenue and which are most likely to close deals
32. Close the Loop, make data-driven decisions
Start refining marketing program allocation based on actual
revenue instead of just leads or conversions.
Revenue
Keyword
Alloca@on
Opportunity
Keyword
A
$85,000
$ $
Keyword
B
$60,000
$
Keyword
C
$275,000
$ $ $ $
33. Key Takeaways
ü The most important step to appeasing Panda is to
create high quality content that is relevant and
provides value.
ü Focus on long-term content marketing strategies rather
than easy link building and content generation tactics.
ü Close the loop on measurement and get the most out
of your SEO investment
34. We invite you to…
Download:
2012 State of Digital Marketing Report
webmarkeFng123.com
Talk to a digital marketing expert:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Email:
seo@webmarke+ng123.com
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