Google's Panda - A Case Study


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Google's Panda - A Case Study

  1. 1. Google’s Panda – A Case Study<br />Jonathan Stewart<br />Head of Search & Social Media<br /><br /><br /><br />
  2. 2. What I’m Going To Talk About<br />(1) What is Panda?<br />(2) How it affected Review Centre<br />(3) The actions we took<br />(4) The results<br />(5) Other observations<br />
  3. 3. How to Pour Water From a Pitcher<br />
  4. 4. “An algorithmic improvement designed to help people find more high-quality sites in search”<br />AmitSinghal<br />
  5. 5. Panda Timeline<br />July 23rd<br />May 10th<br />Feb 24th<br />June 16th<br />April 11th<br />
  6. 6. Search Metrics<br />“ is in absolute numbers the biggest loser”<br />Search Metrics<br />
  7. 7. “You’re not a good SEO until you’ve been hit by a penalty. <br />A real big one.”<br />
  8. 8. Panda Theories<br />User Metrics<br />Aggressive ads<br />Poor Site Design<br />Weak Content<br />
  9. 9. Panda Effect<br />Sitewide penalty<br />All pages effected<br />EXCEPT forum pages<br />Short-tail, generic KWs hit hardest<br />“Review” KWs not hit<br />
  10. 10. Panda Effect<br />Google UK traffic<br /><ul><li>KWs Including “review”
  11. 11. KWs Excluding “review”</li></li></ul><li>What Did We Do?<br />Site Redesign<br />Decreased Ad Density<br />Improved Social Sharing<br />Noindexed Weak Content<br />Removed Duplicate Content<br />
  12. 12. New Website Design<br />
  13. 13. New Website Design<br />
  14. 14.
  15. 15. Noindex<br />“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.” <br />
  16. 16. Removed Duplicate Content<br />
  17. 17. The Panda Cycle<br />4weeks<br />6 weeks<br />~4 months<br />5 weeks<br />
  18. 18. Results<br />Went live on the 25th May<br />July 27th reverted to previous Adsense layout<br />We’ve seen no reversal of Panda <br />
  19. 19. 23 Questions of Doom<br />Would you trust the information <br />presented in this article?<br />Is this article written by an expert…, or is it more shallow in nature?<br />Does this article have spelling, stylistic, or factual errors?<br />Was the article edited well?<br />How much quality control is done on content?<br />Is the content mass-produced by or outsourced to a large number of creators?<br />
  20. 20.
  21. 21.
  22. 22.
  23. 23. Cumulative Panda Theory<br />Panda Score<br />Websites<br />
  24. 24. Cumulative Panda Theory<br />Would you trust the information presented in this article?<br />Panda Score<br />Websites<br />
  25. 25. Cumulative Panda Theory<br />Was the article edited well?<br />Panda Score<br />Websites<br />
  26. 26. Cumulative Panda Theory<br />Would you recognize this site as an authoritative source when mentioned by name?<br />Panda Score<br />Websites<br />
  27. 27. Recap<br />Actions we took<br />Site Redesign<br />Blocked Weak Pages<br />Removed Duplicate Content<br />3 months on - no return from Panda!<br />Reducing Adsense<br />No Impact After 2 months<br />What next?<br />Consolidating Content<br />
  28. 28. Panda Resources<br />Google’s 23 Questions for Pandalized Websites<br />Is Panda Crushing Your Website<br />The Panda in the Room<br />Google Usage of User Engagement Metrics<br />Panda – Nothing Seems to Work<br />Panda Slapped Quality Sites<br />Traffic Trends for Pandalized Sites<br />DaniWeb – 110% Recovery<br />Google Panda Update Recovery<br />
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