My presentation from Integrated.Live on 17th November 2016. How first impressions last - and why Google is measuring what you do on every site... and what you, as marketers, need to do to re-shape your website in order to retain your web traffic and therefore improve your rankings.

2. Some text

4. “Panda is an algorithm that’s applied to
sites overall and has become one of our
core ranking signals. It measures the
quality of a site, which you can read more
about in our guidelines. Panda allows
Google to take quality into account and
adjust ranking accordingly.”
Google

5. PA N D A U P D AT E D
24th October 2014
Panda update
(oh shit)

6. … but what else
happened here?
N O T E V E R Y T H I N G I S D O W N

7. This looks even
worse!
C O N T E N T S E G M E N T S - Y E U C H

8. Ahh… this
looks better
E X C L U D E T H AT S E G M E N T …

9. F O C U S O N T H E S E G M E N T

10. • Boring
• Irrelevant
• Badly written
• Hard to read
• Slow to load
• … “Thin Content”
• Low dwell time
• High pogo-stick rate
• In relation to what?
Perception
Panda Reality

13. T H E S E A R E Y O U R C U S T O M E R S

17. https://dejanseo.com.au/web-content/

18. R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

19. Webmaster Tools Queries
Concise, well-labelled
What’s the next step?
What do you want the user to do?
Skimmable & easy to read
Topic-based keywords as H2
Your conclusion
Too Long, Didn’t Read
What’s the next step?
What do you want the user to do?
R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

21. • Multiple tabs
• Emails
• Slack
• Twitter
• Young people’s social media
• Mobile notifications
• Pies (in the north)
• Someone talking to you (retro)
• ‘Consume’ content differently
• Up & down reading
• Share without reading
• Easy ‘pull the eye’ signals

22. • Answer the query quickly
• Cut the crap
• Write well, bring it to life
• Design it in well
• Construct your content
• Invest in design
PA N D A I S A B O U T C O M B AT T I N G B O R E D O M &
L A C K O F T R U S T

24. H O W A R E T H E Y N O W ?

25. A N D T H AT S E G M E N T ?

26. @clevergareth Stand C18gareth@cld.agency
CONTACT ME STALK ME REALLY STALK ME