Google Panda and SEO
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Google Panda and SEO

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This presentation is about Google Panda updates and the need for SEOs to buckle up their shoes to enhance the trustworthiness of websites and their work.

This presentation is about Google Panda updates and the need for SEOs to buckle up their shoes to enhance the trustworthiness of websites and their work.

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  • 26/07/13
  • Keywords: Google Panda, PageRank, link analysis algorithm, unique content, trust & authority, social media marketing strategy, low quality content, high quality content, content management system (CMS), SEO 26/07/13

Google Panda and SEO Google Panda and SEO Presentation Transcript

  • 26/07/13 1
  •  Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011. 26/07/13 2
  • GOOGLE PANDA  Affects the ranking of an entire site or a specific section, including individual pages PREVIOUS ALGORITHMS  Affected ranking of just the individual pages on a site 26/07/13 3
  •  To remove poor quality sites from the top of Google’s results page In a 2011 Wired.com interview, Matt Cutts and Amit Singhal, Google’s spam engineers, reveal how Google came up with the definition of “low quality / shallow-content” sites Google asked people, yes people like you and I (raters), questions to the likes of: 1. “Would you be comfortable giving the site your credit card?” 2. “Would you be comfortable giving medicines prescribed by this site to your kids?” 26/07/13 4
  •  Additionally, Chrome Site Blocker was also built Allowed users to specify sites they wanted blocked from their search results.  Other significant survey questions included: 1. Do you consider this site to be authoritative? 2. Would it be OK if this site was in a magazine? 3. Does this site have excessive Ads? It was out of users’ experience and intuition that Google came up with the mathematical definition of low-quality sites which had ‘thin content, content farm, high Ad-to-content ratios’. 26/07/13 5
  •  A high % of duplicate content. This might apply to a page, a site or both. If it’s a site measure then that might contribute to each page’s evaluation.  A low amount of original content on a page or site.  A high % (or number) of pages with a low amount of original content.  A high amount of inappropriate (they don’t match the search queries a page does well for) adverts, especially high on the page.  Low or no mentions or links to a page or site in social media and from other sites.  Page content (and page title tag) not matching the search queries a page does well for.  Unnatural language on a page including heavy-handed on-page SEO (‘over-optimization’ to use a common oxymoron). Eg unnatural overuse of a word on a page.  High bounce rate on page or site. 26/07/13 6
  •  Low visit times on page or site.  Low % of users returning to a site.  Low click through % from Google’s results pages (for page or site).  High % of boilerplate content (the same on every page).  Low or no quality inbound links to a page or site (by count or %). 26/07/13 7
  • 1. Separate out low quality content 2. Focus on Unique Content 3. Concentrate on clout (power) and authority 4. Keep advertising ratio healthy 5. Recognize and track Panda updates 26/07/13 8
  • 1. Separate out low quality content  Does the site have duplicate, overlapping, redundant articles on the same or similar topics with slightly different keyword variations?  Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?  Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?  Are pages produced with great care & attention to detail vs. less attention to detail?  Does this article have spelling, stylistic, or factual errors? 26/07/13 9
  • 2. Focus on Unique Content Try to look at your place in your industry and say to yourself:  “What is the topic that my readers will be interested about?”  “What do I offer to my readers that are unique? What about my content is just here and nowhere else?” Don’t copy or retype out the article from other site, but craft your article out with your own topic and opinion. 26/07/13 10
  • 3. Concentrate on clout (power) and authority  trust and authority matter  Would you trust the information presented in this paper?  Is this paper written by an expert/enthusiast who knows the topic well, or is it more shallow in nature?  Is the site a recognized authority on its topic?  Would you recognize this site as an authoritative source when mentioned by name?  Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 26/07/13 11
  • 4.Keep advertising ratio healthy  Apply ads with attitude  3 sponsors at $10K are better than 20 ads at $500.  A healthy ratio is not only good with Panda but it also improves your reader’s user experience.  Healthy advertising ratio is even the reason that your readers will love and recommend your site than those sites with nastily cluttered ads, and by doing so will indirectly raise the trustworthiness and authority of your site. 26/07/13 12
  • 5. Recognize and track Panda updates  Sites hit by Panda will show massive changes especially the page views.  When using Google Analytics you will see an epic fall in traffic, that’s the possible sign of Panda.  Limiting the search parameters in Google Analytics to the United States market will show the clear result of Panda attack. 26/07/13 13
  •  Implement the changes suggested above.  Ask Google to restore your rankings. 26/07/13 14
  •  SEO < about optimizing for specific keywords  SEO > about technical issues, social signals & overall trustworthiness of a company & website  Have a real content, social media marketing strategy  Hire real writers who can write high quality blogs and articles for your website 26/07/13 15
  • 1. http://www.hongkiat.com/blog/google- panda-tips/ 2. http://searchenginewatch.com/article/22165 73/Google-Panda-Penguin-A-New-Way-for- SEOs-to-Measure-True-Impact 3. http://www.tmprod.com/blog/2012/what-is- google-panda-and-what-do-the-updates- mean-for-seo/ 26/07/13 16