At the MnSearch Snippet #13 event held at Spyder Trap in Minneapolis, MN on April 30, 2014, Joe Wilebski presented his slidedeck "Panda, Penguin, Hummingbird."

1. Panda, Penguin and
Hummingbird
Presentation by:
@josephwilebski
Who?
What?
When?
Why?

2. Panda, Penguin and
Hummingbird
Google
Yahoo!
Bing
2
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski

3. Panda, Penguin and
Hummingbird
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
3
Hummingbird – Contextual Search
Estimated August 20th, 2013
Panda – Content (webspam)
February 23, 2011*
Penguin – Linking (webspam)
April 24th, 2012
http://moz.com/google-algorithm-change

4. Panda, Penguin and
Hummingbird
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
4
Tip: Use CTRL+F to search page

5. What is Hummingbird?
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
5
•First full rewrite of the Google search algorithm since 2002
•Geared toward better search results but not necessarily
targeting spam
•Understanding contextual and entity search
•Not just strings
•Some small words are no longer ignored in queries
•Mobile and voice search
•Structured data…

6. Hummingbird and
Structured Data
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
6
•Structured Data
•Understanding content and site structure
•How does this play into ranking factors?
•SERP Effects
•Site Links
•Knowledge Graph
•Serving up different content based on
searchers device

7. Structured Data Markup
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
7
•Microdata
•Schema.org
•Microformat
•hcard
•RDFa
•Open Graph
•Etc…

8. Knowledge Graph & Site Links
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
8
More Site Links
Knowledge Graph

9. More Knowledge Graph
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
9

10. Understanding your User
and Searcher Intent
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
10
•User Metrics (at a very high level)
•User behavior beyond bounce rate
•Internal site search
•Attribution and tracking
•Searcher experience (Google and your site)
•Delivery of content
•Speed
•Device – m./responsive design/dynamic
serving
•Location

11. What is Panda?
Panda, Penguin and Hummingbird
Joe Wilebski / @josephwilebski
11
•Panda – algorithmic update targeting:
• Thin content
•Content farms
•Sites with large scale similar content
•Sites with high ad-to-content ratios
•Doorway or button pages
•Update frequency
•Now usually updated monthly & rolled out over 7-10 days

12. What is Penguin?
Panda, Penguin and Hummingbird Joe
Wilebski / @josephwilebski
12
•Penguin – algorithmic update targeting:
•Linking
•Keyword stuffing
•Link Factors
•Anchor Text
•Link Quality
•Where they are, what they are, how they got there, how
fast…
•Can be affected site-wide or category based

13. Filters vs. Penalties
Panda, Penguin and Hummingbird Joe
Wilebski / @josephwilebski
13
•Penguin Filter
•Algorithm-based
•Will come back after next update upon repair
•Updates have historically been about 6 months
apart
•Massive engineering effort
•Manual Penalty
•Must submit a reconsideration request

14. What’s Next?
Deliver the most unique relevant content
as fast as possible!
Connect with me @josephwilebski