The Google Panda Update and Beyond
Who Am I? <ul><li>Co-author of  The Art of SEO </li></ul><ul><li>President of Stone Temple Consulting </li></ul><ul><ul><l...
What was it all about? <ul><li>Panda targeted at content farms? </li></ul><ul><li>Broader than that </li></ul><ul><li>Real...
How Ranking Used to Work 24% Trust/Authority of Domain 22% Link Popularity of Page 20% InBound Anchor Text 15% Keyword Usa...
What it Might Look Like Now 20% Trust / Authority of Domain 18% Trust / Authority of Page 16% Inbound Anchor Text 12% Enga...
= @stonetemple
Manual Classification of Test Sites Test Site Set Manual Analysis usa.gov mit.edu ehow.com suite101.com Good! Bad! usa.gov...
Extracting Key Parameters Good Sites Bad Sites 1. Unique Content 2. Low Bounce Rates ... Good Site Characteristics Paramet...
Running the Algo All Sites Web Site Classifier usa.gov mit.edu ehow.com suite101.com Good! Bad! @stonetemple
Scoring the Algo Algo Classified Manual Classified Good! Bad! Good! Bad! Doc 1 Doc 3 Doc 5 Doc 7 ... Doc 1 Doc 2 Doc 5 Doc...
Tuning the Algo All Sites Algo Score the Algorithm Parameter Adjustments Output Data Manual Data @stonetemple
Myths @stonetemple
No way to get whitelisted http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591  ...
There is no blacklist @stonetemple
Tools for Measuring Behavior @stonetemple
66 to 67% market share in the US @stonetemple
@stonetemple
@stonetemple
AdSense <ul><li>CTR on AdSense ads is another signal </li></ul><ul><li>Low CTRs is an indicator of a spammy page </li></ul...
@stonetemple
Toolbar Sees All! <ul><li>Everywhere you surf! </li></ul><ul><li>Bounce rate </li></ul><ul><li>Time on site </li></ul><ul>...
Google Reader (56%) @stonetemple
Walled Garden – No Problem! @stonetemple
Android Source: comScore via Gigaom @stonetemple
The New Kid on the Block! @stonetemple
User Behavior @stonetemple
Search Results Interaction @stonetemple
Bounce Rate <ul><li>Google Analytics </li></ul><ul><ul><li>Did the user view only one page? </li></ul></ul><ul><li>Google ...
Time on Site <ul><li>Hard to measure with Analytics </li></ul><ul><ul><li>Measures time from 1 st  page view to  start of ...
Pages Per Visit <ul><li>Easy to measure in analytics </li></ul><ul><li>Easy to measure with the Google Toolbar </li></ul>@...
Brand Searches @stonetemple
Print Pages @stonetemple
Scroll Bar Usage @stonetemple
Social Metrics @stonetemple
Searcher Ratings @stonetemple
Chrome Blocklist Extension @stonetemple
A Direct Thumbs Down! @stonetemple
Site Previews @stonetemple
Use of Site Preview <ul><li>Users sees a snapshot of your site </li></ul><ul><li>What if they get a preview but don’t clic...
+1 Usage in Search Results @stonetemple
+1 for Websites Available Too @stonetemple
Content Analysis @stonetemple
Reading Level @stonetemple
Spelling! Zappos Spending Millions to Edit User Generated Comments @stonetemple
Keyword Stuffing @stonetemple
Synonyms @stonetemple
Ad Density @stonetemple
Sameness Do we really Need 2.54 Million Results? @stonetemple
1 st  Sample Site on Frogs <ul><li>Here is some info on Frogs: </li></ul><ul><li>Frogs are green </li></ul><ul><li>Frogs l...
2 nd  Sample Site on Frogs <ul><li>Frogs are interesting creatures partly because they are green.  Many people do not real...
3 rd  Sample Site on Frogs <ul><li>While often confused with toads, frogs are not the same as toads.  Here are some key fa...
User Interaction <ul><li>This user wants to know what frogs eat: </li></ul><ul><li>http://www.youtube.com/watch?v=sN37Fn3H...
Must Find Ways to Add Value Manufacturer Supplied Text? @stonetemple
Panda is a Fundamental Shift @stonetemple
1998 - 2010 SEO Mindset? @stonetemple
@stonetemple
Sites hit by Panda want this … @stonetemple
But  this is more likely … @stonetemple
Panda Recoveries To Date @stonetemple
Classic Marketing <ul><li>Target Audience </li></ul><ul><li>What they want </li></ul><ul><li>Unique Selling Proposition </...
Some Ideas <ul><li>Establish Authority </li></ul><ul><li>Unique Viewpoint </li></ul><ul><li>New Information / Data </li></...
Be Surgical @stonetemple
Be Heartless @stonetemple
Know the Goal @stonetemple
Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-...
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Panda Ranking Signals SEMNE June 15

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Eric Enge reviews Panda Ranking Signals. This includes how it was built, tools used by Google for measurement, and the types of metrics that Google may be using.

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Panda Ranking Signals SEMNE June 15

  1. 1. The Google Panda Update and Beyond
  2. 2.
  3. 3. Who Am I? <ul><li>Co-author of The Art of SEO </li></ul><ul><li>President of Stone Temple Consulting </li></ul><ul><ul><li>20+ person SEO and PPC firm </li></ul></ul><ul><li>Trainer for Instant E-Training </li></ul><ul><li>Founder of Web Site Publishing Companies </li></ul><ul><ul><li>Publish web sites, grow them, then sell them </li></ul></ul><ul><ul><li>2 significant exits so far </li></ul></ul><ul><li>On Twitter: @stonetemple </li></ul>
  4. 4. What was it all about? <ul><li>Panda targeted at content farms? </li></ul><ul><li>Broader than that </li></ul><ul><li>Real Question: How good is your content? </li></ul><ul><ul><li>User engagement (compared to competition) </li></ul></ul><ul><ul><li>Content Quality </li></ul></ul>@stonetemple
  5. 5. How Ranking Used to Work 24% Trust/Authority of Domain 22% Link Popularity of Page 20% InBound Anchor Text 15% Keyword Usage 7% Traffic / Click-Through Data 6% Social Graph Metrics 5% Registration / Hosting Data Source SEOmoz Ranking Factors Survey (2009) @stonetemple
  6. 6. What it Might Look Like Now 20% Trust / Authority of Domain 18% Trust / Authority of Page 16% Inbound Anchor Text 12% Engagement Signals 11% Keyword Usage 10% Content Quality 9% Social Media 4% Registration / Hosting Source: ME 20% 18% 16% 11% 10% 12% 9% 4% @stonetemple
  7. 7. = @stonetemple
  8. 8. Manual Classification of Test Sites Test Site Set Manual Analysis usa.gov mit.edu ehow.com suite101.com Good! Bad! usa.gov mit.edu ehow.com suite101.com Human raters Chrome Blocklist Ext. Blocked Search Results @stonetemple
  9. 9. Extracting Key Parameters Good Sites Bad Sites 1. Unique Content 2. Low Bounce Rates ... Good Site Characteristics Parameter Extraction Bad Site Characteristics 1. No Unique Content 2. High Bounce Rates ... @stonetemple
  10. 10. Running the Algo All Sites Web Site Classifier usa.gov mit.edu ehow.com suite101.com Good! Bad! @stonetemple
  11. 11. Scoring the Algo Algo Classified Manual Classified Good! Bad! Good! Bad! Doc 1 Doc 3 Doc 5 Doc 7 ... Doc 1 Doc 2 Doc 5 Doc 7 ... Doc 2 Doc 4 Doc 6 Doc 8 ... Doc 3 Doc 4 Doc 6 Doc 8 ... +1 -1 +1 +1 -1 +1 +1 +1 Score: 4 @stonetemple
  12. 12. Tuning the Algo All Sites Algo Score the Algorithm Parameter Adjustments Output Data Manual Data @stonetemple
  13. 13. Myths @stonetemple
  14. 14. No way to get whitelisted http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591 @stonetemple
  15. 15. There is no blacklist @stonetemple
  16. 16. Tools for Measuring Behavior @stonetemple
  17. 17. 66 to 67% market share in the US @stonetemple
  18. 18. @stonetemple
  19. 19. @stonetemple
  20. 20. AdSense <ul><li>CTR on AdSense ads is another signal </li></ul><ul><li>Low CTRs is an indicator of a spammy page </li></ul><ul><li>Another indicator: Ad Bounce rates </li></ul><ul><ul><li>http://www.bayardo.org/ps/kdd2009.pdf </li></ul></ul>@stonetemple
  21. 21. @stonetemple
  22. 22. Toolbar Sees All! <ul><li>Everywhere you surf! </li></ul><ul><li>Bounce rate </li></ul><ul><li>Time on site </li></ul><ul><li>Page views per visitor </li></ul><ul><li>Repeat visitors </li></ul><ul><li>Where users go when they leave your site </li></ul>@stonetemple
  23. 23. Google Reader (56%) @stonetemple
  24. 24. Walled Garden – No Problem! @stonetemple
  25. 25. Android Source: comScore via Gigaom @stonetemple
  26. 26. The New Kid on the Block! @stonetemple
  27. 27. User Behavior @stonetemple
  28. 28. Search Results Interaction @stonetemple
  29. 29. Bounce Rate <ul><li>Google Analytics </li></ul><ul><ul><li>Did the user view only one page? </li></ul></ul><ul><li>Google Toolbar </li></ul><ul><ul><li>One page? How long on page? </li></ul></ul><ul><li>Search Results Interaction </li></ul><ul><ul><li>Time between click through to back to results </li></ul></ul>@stonetemple
  30. 30. Time on Site <ul><li>Hard to measure with Analytics </li></ul><ul><ul><li>Measures time from 1 st page view to start of last page view </li></ul></ul><ul><li>Easier to measure with Google Toolbar </li></ul><ul><ul><li>Can see when they go to another site </li></ul></ul>@stonetemple
  31. 31. Pages Per Visit <ul><li>Easy to measure in analytics </li></ul><ul><li>Easy to measure with the Google Toolbar </li></ul>@stonetemple
  32. 32. Brand Searches @stonetemple
  33. 33. Print Pages @stonetemple
  34. 34. Scroll Bar Usage @stonetemple
  35. 35. Social Metrics @stonetemple
  36. 36. Searcher Ratings @stonetemple
  37. 37. Chrome Blocklist Extension @stonetemple
  38. 38. A Direct Thumbs Down! @stonetemple
  39. 39. Site Previews @stonetemple
  40. 40. Use of Site Preview <ul><li>Users sees a snapshot of your site </li></ul><ul><li>What if they get a preview but don’t click? </li></ul>@stonetemple
  41. 41. +1 Usage in Search Results @stonetemple
  42. 42. +1 for Websites Available Too @stonetemple
  43. 43. Content Analysis @stonetemple
  44. 44. Reading Level @stonetemple
  45. 45. Spelling! Zappos Spending Millions to Edit User Generated Comments @stonetemple
  46. 46. Keyword Stuffing @stonetemple
  47. 47. Synonyms @stonetemple
  48. 48. Ad Density @stonetemple
  49. 49. Sameness Do we really Need 2.54 Million Results? @stonetemple
  50. 50. 1 st Sample Site on Frogs <ul><li>Here is some info on Frogs: </li></ul><ul><li>Frogs are green </li></ul><ul><li>Frogs live in water </li></ul><ul><li>Frogs like to jump </li></ul><ul><li>Frogs are not toads </li></ul><ul><li>Thanks for reading our article on frogs. </li></ul>@stonetemple
  51. 51. 2 nd Sample Site on Frogs <ul><li>Frogs are interesting creatures partly because they are green. Many people do not realize that they are not toads. Frogs like to jump and live in water. </li></ul>@stonetemple
  52. 52. 3 rd Sample Site on Frogs <ul><li>While often confused with toads, frogs are not the same as toads. Here are some key facts: </li></ul><ul><li>Color: green </li></ul><ul><li>Habitat: Water </li></ul><ul><li>Locomotion: Jumping </li></ul>@stonetemple
  53. 53. User Interaction <ul><li>This user wants to know what frogs eat: </li></ul><ul><li>http://www.youtube.com/watch?v=sN37Fn3Hw8E&feature=related </li></ul>@stonetemple
  54. 54. Must Find Ways to Add Value Manufacturer Supplied Text? @stonetemple
  55. 55. Panda is a Fundamental Shift @stonetemple
  56. 56. 1998 - 2010 SEO Mindset? @stonetemple
  57. 57. @stonetemple
  58. 58. Sites hit by Panda want this … @stonetemple
  59. 59. But this is more likely … @stonetemple
  60. 60. Panda Recoveries To Date @stonetemple
  61. 61. Classic Marketing <ul><li>Target Audience </li></ul><ul><li>What they want </li></ul><ul><li>Unique Selling Proposition </li></ul><ul><li>Engaging Experience </li></ul><ul><li>Effective Promotion </li></ul>@stonetemple
  62. 62. Some Ideas <ul><li>Establish Authority </li></ul><ul><li>Unique Viewpoint </li></ul><ul><li>New Information / Data </li></ul><ul><li>User Generated Content </li></ul><ul><li>Kill weak pages </li></ul><ul><li>Offer unique tools </li></ul><ul><li>New media (videos) </li></ul>@stonetemple
  63. 63. Be Surgical @stonetemple
  64. 64. Be Heartless @stonetemple
  65. 65. Know the Goal @stonetemple
  66. 66. Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-7751 </li></ul><ul><li>www.stonetemple.com </li></ul><ul><li>For a One Sheet SEO Checklist, email me, or drop off a business card </li></ul>

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