INSIDE THE GOOGLE ZOO:
YOUR GUIDEBOOK TO GOOGLE’S
PANDA, PENGUIN, &
HUMMINGBIRD UPDATES
By Brooke McDonald, Happy Dog Web ...
Or, how to visit the Google
Zoo – and stay human!
WELCOME TO THE
GOOGLE ZOO
WELCOME TO THE
GOOGLE ZOO
You’ve probably heard of the three animals featured here.
Panda
Panda Penguin
Panda Penguin Hummingbird
Each year, Google changes
its search algorithm around
500-700 times.
(Moz)
The purpose of algorithmic
updates?
The purpose of algorithmic
updates?
According to Google’s website “Inside Search,”
There are many components to the search...
Panda, Penguin, & Hummingbird
represent three of the
biggest changes
to the Google search engine algorithms
in the last th...
Knowing
how these
animals
behave is
critical.
Knowing
how these
animals
behave is
critical.
Play nice
with them,
and they’ll
play nice
with you!
Meet the animals
PANDA
Danger level: Moderate
Panda, also known as
the Farmer update, hit
February 23, 2011.
To reduce rankings for low-quality websites and
pages that provide little to no value to users.
Specifically, sites with:
• Thin content
Specifically, sites with:
• Thin content
• Duplicate or empty pages
Specifically, sites with:
• Thin content
• Duplicate or empty pages
• Websites with a high ratio of ads
Specifically, sites with:
• Thin content
• Duplicate or empty pages
• Websites with a high ratio of ads
• Purchased links
Panda wasn’t an entire
overhaul of the system, as
Danny Sullivan at Search Engine
Land pointed out.
Panda wasn’t an entire
overhaul of the system, as
Danny Sullivan at Search Engine
Land pointed out.
Panda became a new
imp...
From 2011 to 2013,
Google updated Panda
every few months.
Altogether, there have been 25 Panda updates.
Now Google has incorporated Panda into its algorithm for
good so the updates...
PENGUIN
Danger level: High
Penguin rolled out
April 24, 2012.
Google’s Matt Cutts wrote: We’re launching an important algorithm change
targeted at webspam.
Google’s Matt Cutts wrote: We’re launching an important algorithm change
targeted at webspam.
The change will decrease ran...
Fight webspam
Fight webspam
What is webspam?
Keyword stuffing: Filling a page with keywords in a way
that is irrelevant, out of context, or unnatural in order to
get h...
Keyword stuffing: Filling a page with keywords in a way
that is irrelevant, out of context, or unnatural in order to
get h...
Keyword stuffing: Filling a page with keywords in a way
that is irrelevant, out of context, or unnatural in order to
get h...
HUMMINGBIRD
Danger level: Low
Hummingbird hit sometime during
the late summer of 2013
(Google hasn’t verified an exact
day).
Improve search results for natural,
conversational language and more
advanced search queries.
Improve search results for natural,
conversational language and more
advanced search queries.
As mobile voice command beco...
Hummingbird is helped in providing
relevant results through the Google
Knowledge Graph, which links “real
world things and...
“You should
not be
spending your
time
searching,
you should be
spending your
time living.”
Amit Singhal,
Google Senior
Vic...
LESSONS FROM THE
ZOO
(or, what to take away)
Know how search is evolving
As search improves to give better results, marketers can work
with search engines like Google and create websites that
ans...
As search improves to give better results, marketers can work
with search engines like Google and create websites that
ans...
Don’t feed the animals!
Don’t do anything that will get you into trouble with
Google. The techniques that Google frowns upon have
been made glarin...
Don’t do anything that will get you into trouble with
Google. The techniques that Google frowns upon have
been made glarin...
Focus on visitor experience
Try not to worry about all the algorithmic updates. Let Google do
their job and manage the animals.
You focus on your job.
Try not to worry about all the algorithmic updates. Let Google do
their job and manage the animals.
You focus on your job....
Try not to worry about all the algorithmic updates. Let Google do
their job and manage the animals.
You focus on your job....
Try not to worry about all the algorithmic updates. Let Google do
their job and manage the animals.
You focus on your job....
Try not to worry about all the algorithmic updates. Let Google do
their job and manage the animals.
You focus on your job....
Bottom line: Give visitors what they came to see!
Created by Happy Dog Web Productions
For more fun content, follow us on Facebook:
https://www.facebook.com/HappyDogWebProd...
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates
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Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates

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Pandas and penguins and hummingbirds, oh my! Google released three major updates to the search algorithms in the last three years. What did they do, and how do they affect marketers? Learn the basics about each update, and get quick tips on how to steer clear of their potentially hazardous effects on your websites.

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Inside the Google Zoo: Your Guidebook to Google's Panda, Penguin, & Hummingbird Updates

  1. 1. INSIDE THE GOOGLE ZOO: YOUR GUIDEBOOK TO GOOGLE’S PANDA, PENGUIN, & HUMMINGBIRD UPDATES By Brooke McDonald, Happy Dog Web Productions: http://www.happydogwebproductions.com/
  2. 2. Or, how to visit the Google Zoo – and stay human!
  3. 3. WELCOME TO THE GOOGLE ZOO
  4. 4. WELCOME TO THE GOOGLE ZOO You’ve probably heard of the three animals featured here.
  5. 5. Panda
  6. 6. Panda Penguin
  7. 7. Panda Penguin Hummingbird
  8. 8. Each year, Google changes its search algorithm around 500-700 times. (Moz)
  9. 9. The purpose of algorithmic updates?
  10. 10. The purpose of algorithmic updates? According to Google’s website “Inside Search,” There are many components to the search process and the results page, and we’re constantly updating our technologies and systems to deliver better results.
  11. 11. Panda, Penguin, & Hummingbird represent three of the biggest changes to the Google search engine algorithms in the last three years.
  12. 12. Knowing how these animals behave is critical.
  13. 13. Knowing how these animals behave is critical. Play nice with them, and they’ll play nice with you!
  14. 14. Meet the animals
  15. 15. PANDA Danger level: Moderate
  16. 16. Panda, also known as the Farmer update, hit February 23, 2011.
  17. 17. To reduce rankings for low-quality websites and pages that provide little to no value to users.
  18. 18. Specifically, sites with: • Thin content
  19. 19. Specifically, sites with: • Thin content • Duplicate or empty pages
  20. 20. Specifically, sites with: • Thin content • Duplicate or empty pages • Websites with a high ratio of ads
  21. 21. Specifically, sites with: • Thin content • Duplicate or empty pages • Websites with a high ratio of ads • Purchased links
  22. 22. Panda wasn’t an entire overhaul of the system, as Danny Sullivan at Search Engine Land pointed out.
  23. 23. Panda wasn’t an entire overhaul of the system, as Danny Sullivan at Search Engine Land pointed out. Panda became a new important value in Google’s algorithm. Starting in early 2011, every site was judged based on the Panda criteria – and either rewarded or penalized in the search rankings for it.
  24. 24. From 2011 to 2013, Google updated Panda every few months.
  25. 25. Altogether, there have been 25 Panda updates. Now Google has incorporated Panda into its algorithm for good so the updates should not be so intense. From 2011 to 2013, Google updated Panda every few months.
  26. 26. PENGUIN Danger level: High
  27. 27. Penguin rolled out April 24, 2012.
  28. 28. Google’s Matt Cutts wrote: We’re launching an important algorithm change targeted at webspam.
  29. 29. Google’s Matt Cutts wrote: We’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines.
  30. 30. Fight webspam
  31. 31. Fight webspam What is webspam?
  32. 32. Keyword stuffing: Filling a page with keywords in a way that is irrelevant, out of context, or unnatural in order to get higher search rankings.
  33. 33. Keyword stuffing: Filling a page with keywords in a way that is irrelevant, out of context, or unnatural in order to get higher search rankings. Link schemes: Buying links, linking to sites only to manipulate PageRank, guest posting with lots of keyword anchor text links, or using automated linking programs.
  34. 34. Keyword stuffing: Filling a page with keywords in a way that is irrelevant, out of context, or unnatural in order to get higher search rankings. Link schemes: Buying links, linking to sites only to manipulate PageRank, guest posting with lots of keyword anchor text links, or using automated linking programs. Other black hat SEO techniques that violate Google’s quality guidelines.
  35. 35. HUMMINGBIRD Danger level: Low
  36. 36. Hummingbird hit sometime during the late summer of 2013 (Google hasn’t verified an exact day).
  37. 37. Improve search results for natural, conversational language and more advanced search queries.
  38. 38. Improve search results for natural, conversational language and more advanced search queries. As mobile voice command becomes more and more important, Google strives to serve better results for these voice searches.
  39. 39. Hummingbird is helped in providing relevant results through the Google Knowledge Graph, which links “real world things and their connections.”
  40. 40. “You should not be spending your time searching, you should be spending your time living.” Amit Singhal, Google Senior Vice President, on the Hummingbird update.
  41. 41. LESSONS FROM THE ZOO (or, what to take away)
  42. 42. Know how search is evolving
  43. 43. As search improves to give better results, marketers can work with search engines like Google and create websites that answer visitors’ questions.
  44. 44. As search improves to give better results, marketers can work with search engines like Google and create websites that answer visitors’ questions. Understanding how search is changing – and what factors influence the search results – will give marketers “next steps” on how to answer visitors’ questions best.
  45. 45. Don’t feed the animals!
  46. 46. Don’t do anything that will get you into trouble with Google. The techniques that Google frowns upon have been made glaringly clear.
  47. 47. Don’t do anything that will get you into trouble with Google. The techniques that Google frowns upon have been made glaringly clear. Visit the zoo, but don’t get in the cage with the animals!
  48. 48. Focus on visitor experience
  49. 49. Try not to worry about all the algorithmic updates. Let Google do their job and manage the animals. You focus on your job.
  50. 50. Try not to worry about all the algorithmic updates. Let Google do their job and manage the animals. You focus on your job. Create a memorable visit for everyone who finds your website via the search engines.
  51. 51. Try not to worry about all the algorithmic updates. Let Google do their job and manage the animals. You focus on your job. Create a memorable visit for everyone who finds your website via the search engines. Make them want to come back.
  52. 52. Try not to worry about all the algorithmic updates. Let Google do their job and manage the animals. You focus on your job. Create a memorable visit for everyone who finds your website via the search engines. Make them want to come back. Answer their questions.
  53. 53. Try not to worry about all the algorithmic updates. Let Google do their job and manage the animals. You focus on your job. Create a memorable visit for everyone who finds your website via the search engines. Make them want to come back. Answer their questions. Impress them with your knowledge!
  54. 54. Bottom line: Give visitors what they came to see!
  55. 55. Created by Happy Dog Web Productions For more fun content, follow us on Facebook: https://www.facebook.com/HappyDogWebProductions Or Twitter @hdwebpros Visit our blog athttp://www.happydogwebproductions.com/happy-dog-blog/
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