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Google's Panda - A Case Study
 

Google's Panda - A Case Study

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    Google's Panda - A Case Study Google's Panda - A Case Study Presentation Transcript

    • Google’s Panda – A Case Study
      Jonathan Stewart
      Head of Search & Social Media
      www.reviewcentre.com
      jonathan@reviewcentre.com
      http://twitter.com/jonaths
    • What I’m Going To Talk About
      (1) What is Panda?
      (2) How it affected Review Centre
      (3) The actions we took
      (4) The results
      (5) Other observations
    • How to Pour Water From a Pitcher
    • “An algorithmic improvement designed to help people find more high-quality sites in search”
      AmitSinghal
    • Panda Timeline
      July 23rd
      May 10th
      Feb 24th
      June 16th
      April 11th
    • Search Metrics
      “Reviewcentre.com is in absolute numbers the biggest loser”
      Search Metrics
    • “You’re not a good SEO until you’ve been hit by a penalty.
      A real big one.”
    • Panda Theories
      User Metrics
      Aggressive ads
      Poor Site Design
      Weak Content
    • Panda Effect
      Sitewide penalty
      All pages effected
      EXCEPT forum pages
      Short-tail, generic KWs hit hardest
      “Review” KWs not hit
    • Panda Effect
      Google UK traffic
      • KWs Including “review”
      • KWs Excluding “review”
    • What Did We Do?
      Site Redesign
      Decreased Ad Density
      Improved Social Sharing
      Noindexed Weak Content
      Removed Duplicate Content
    • New Website Design
    • New Website Design
    • Noindex
      “In cases like this, Google’s MaileOhye recommended using a <meta name=robots content=noindex> …until they have unique and high-quality content on them.” 
    • Removed Duplicate Content
    • The Panda Cycle
      4weeks
      6 weeks
      ~4 months
      5 weeks
    • Results
      Went live on the 25th May
      July 27th reverted to previous Adsense layout
      We’ve seen no reversal of Panda 
    • 23 Questions of Doom
      Would you trust the information
      presented in this article?
      Is this article written by an expert…, or is it more shallow in nature?
      Does this article have spelling, stylistic, or factual errors?
      Was the article edited well?
      How much quality control is done on content?
      Is the content mass-produced by or outsourced to a large number of creators?
    • Cumulative Panda Theory
      Panda Score
      Websites
    • Cumulative Panda Theory
      Would you trust the information presented in this article?
      Panda Score
      Websites
    • Cumulative Panda Theory
      Was the article edited well?
      Panda Score
      Websites
    • Cumulative Panda Theory
      Would you recognize this site as an authoritative source when mentioned by name?
      Panda Score
      Websites
    • Recap
      Actions we took
      Site Redesign
      Blocked Weak Pages
      Removed Duplicate Content
      3 months on - no return from Panda!
      Reducing Adsense
      No Impact After 2 months
      What next?
      Consolidating Content
    • Panda Resources
      Google’s 23 Questions for Pandalized Websites
      Is Panda Crushing Your Website
      The Panda in the Room
      Google Usage of User Engagement Metrics
      Panda – Nothing Seems to Work
      Panda Slapped Quality Sites
      Traffic Trends for Pandalized Sites
      DaniWeb – 110% Recovery
      Google Panda Update Recovery