Google Updates

Don’t Get Caught by the Googles
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Enterprise Online Marketing Solutions www.enterprise-oms.uk
< SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
A tale of Pandas, Penguins, Pigeons and more

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Since early 2011 Google has been regularly updating its search algorithm - the bit of
software that decides where your website features in the Search Results Pages
(SERPs), which site is placed at Number 1 and which sites are consigned to
obscurity.
Simply put, Google judges your website based on more than 200 different “signals”,
is always focussing on delivering quality results to Google users and is always on
the lookout for sites that look to cheat the system.
As a consequence, Google has rolled out a range of updates to filter out and
penalise poor quality sites and the following slides tell you about these and what you
need to do to make sure your website isn’t caught out and penalised.
A tale of Pandas, Penguins, Pigeons and more

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If you want to understand how Google works - it’s worth watching this brief video from
Google Guru Matt Cutts

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Panda
Launch Date:
February 2011
Goal:
Penalise sites with poor quality content
Update Frequency:
Monthly
Target:
Sites with low quality/Spammy content

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What it’s looking for:
• Duplicate Content
• Plagiarism
• Thin Content (too few words <250 words)
• Keyword Stuffing (overuse use of certain words)
• Poor User Experience (sites that are difficult to use)
How to Spot:
Sudden drop in organic (free) traffic (Need Google Analytics or similar)
How to resolve:
• Check for duplicate content and ensure content is only available from 1 URL
• Check for plagiarism/duplicates on other sites
• Count keywords and thin out if you have too many (especially if you have Thin
pages)
Panda

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Penguin
Launch Date:
April 2012
Goal:
Penalise sites with spammy, manipulative links
Update Frequency:
Twice a year
Target:
Sites with unnatural and/or poor quality backlinks

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• Links coming from poor quality and/or spammy sites
• Links coming from sites created purely for SEO (such as Link Farms)
• Links coming from irrelevant sites
• Paid links
• Links with over-optimised anchor text
How to Spot:
Sudden drop in organic traffic
How to resolve:
• Test using SEO SpyGlass (free for up to 1,000 links)
• Request removal from identified sites
• Use Google Disavow if you can’t request removal (Requires Google Search
Console)
Penguin

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Hummingbird
Launch Date:
August 2013
Goal:
Produce more relevant results by understanding searches
Update Frequency:
Part of main search algorithm
Target:
All websites

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• Exact match and overuse of keywords
• Keyword stuffing
• Poor user experience
How to Spot:
Sudden drop in organic traffic
How to resolve:
• Focus on keywords, synonyms and related terms rather than a single word or
phrase
• Use the same language that your audience uses
• Write like a human
Hummingbird

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Pigeon
Launch Date:
July 2014
Update Frequency:
December 2014
Goal:
Provide high quality, relevant local results at the top SERPs
Target:
Companies targeting a specific area/region

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• Poorly optimised pages
• Lack of quality backlinks
• Poor set up of Google My Business Page
• NAP inconsistency (Name, Address, Phone number)
• Lack of presence in local directories
How to Spot:
Non appearance in local searches
How to resolve:
• Optimise your site
• Set up your Google My Business Page
• Ensure your NAP is consistent across local listings
• Register with local directories
Pigeon

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Mobile Friendly Update
Launch Date:
April 2015
Update Frequency:
Ongoing
Goal:
To flag mobile-friendly and feature them at the top of mobile SERPs
Target:
People carrying out searches on mobile phones

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Sites that are mobile friendly (Responsive Design, m.web.com domains
How to Spot:
Sites flagged “mobile friendly” in searches on smart phones
How to resolve:
• Ensure website uses Responsive Design or
• Have a mobile friendly version (m.yourwebsite.co.uk)
• Easy top navigate using fingers
• Easy to read
Mobile Friendly Update

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Rank Brain
Launch Date:
October 2015
Update Frequency:
Ongoing
Goal:
Deliver better results based on relevance and Artificial Intelligence
Target:
All websites

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• Lack of search query relevant features and content
• Poor user experience
How to Spot:
Drop in organic traffic
How to resolve:
• Maximise User Experience
• Analyse competitor sites by searching using your keywords/phrases
• Learn from sites above you
Rank Brain

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Next Steps
• Implement Google Analytics
• Understand Google Analytics
• Register with the Google Search Console
• Understand & Act On Search Console Information
• Register with Google My Business and complete your Page
• Conduct a Detailed Examination of your Website
• Correct any issues
• Regularly ad fresh content to your website
• Time poor?
• Lack the necessary skills?
• Then ask for a detailed Website review
• Contact me and ask for help

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Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 23 80 20
07966 54 71 46

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