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Panda Ranking Signals SEMNE June 15
 

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.

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 Panda Ranking Signals SEMNE June 15 Presentation Transcript

    • The Google Panda Update and Beyond
    • Who Am I?
      • Co-author of The Art of SEO
      • President of Stone Temple Consulting
        • 20+ person SEO and PPC firm
      • Trainer for Instant E-Training
      • Founder of Web Site Publishing Companies
        • Publish web sites, grow them, then sell them
        • 2 significant exits so far
      • On Twitter: @stonetemple
    • What was it all about?
      • Panda targeted at content farms?
      • Broader than that
      • Real Question: How good is your content?
        • User engagement (compared to competition)
        • Content Quality
      @stonetemple
    • 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
    • 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
    • = @stonetemple
    • 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
    • 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
    • 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 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
    • 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 @stonetemple
    • There is no blacklist @stonetemple
    • Tools for Measuring Behavior @stonetemple
    • 66 to 67% market share in the US @stonetemple
    • @stonetemple
    • @stonetemple
    • AdSense
      • CTR on AdSense ads is another signal
      • Low CTRs is an indicator of a spammy page
      • Another indicator: Ad Bounce rates
        • http://www.bayardo.org/ps/kdd2009.pdf
      @stonetemple
    • @stonetemple
    • Toolbar Sees All!
      • Everywhere you surf!
      • Bounce rate
      • Time on site
      • Page views per visitor
      • Repeat visitors
      • Where users go when they leave your site
      @stonetemple
    • 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
      • Google Analytics
        • Did the user view only one page?
      • Google Toolbar
        • One page? How long on page?
      • Search Results Interaction
        • Time between click through to back to results
      @stonetemple
    • Time on Site
      • Hard to measure with Analytics
        • Measures time from 1 st page view to start of last page view
      • Easier to measure with Google Toolbar
        • Can see when they go to another site
      @stonetemple
    • Pages Per Visit
      • Easy to measure in analytics
      • Easy to measure with the Google Toolbar
      @stonetemple
    • 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
      • Users sees a snapshot of your site
      • What if they get a preview but don’t click?
      @stonetemple
    • +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
      • Here is some info on Frogs:
      • Frogs are green
      • Frogs live in water
      • Frogs like to jump
      • Frogs are not toads
      • Thanks for reading our article on frogs.
      @stonetemple
    • 2 nd Sample Site on Frogs
      • 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.
      @stonetemple
    • 3 rd Sample Site on Frogs
      • While often confused with toads, frogs are not the same as toads. Here are some key facts:
      • Color: green
      • Habitat: Water
      • Locomotion: Jumping
      @stonetemple
    • User Interaction
      • This user wants to know what frogs eat:
      • http://www.youtube.com/watch?v=sN37Fn3Hw8E&feature=related
      @stonetemple
    • 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
      • Target Audience
      • What they want
      • Unique Selling Proposition
      • Engaging Experience
      • Effective Promotion
      @stonetemple
    • Some Ideas
      • Establish Authority
      • Unique Viewpoint
      • New Information / Data
      • User Generated Content
      • Kill weak pages
      • Offer unique tools
      • New media (videos)
      @stonetemple
    • Be Surgical @stonetemple
    • Be Heartless @stonetemple
    • Know the Goal @stonetemple
    • Thank You!
      • Eric Enge
      • [email_address]
      • @stonetemple
      • (508) 485-7751
      • www.stonetemple.com
      • For a One Sheet SEO Checklist, email me, or drop off a business card