Panda, Penguin, Hummingbird
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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."

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."

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  • 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