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



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  • 1. Google’s Panda – A Case Study
    Jonathan Stewart
    Head of Search & Social Media
  • 2. 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
  • 3. How to Pour Water From a Pitcher
  • 4. “An algorithmic improvement designed to help people find more high-quality sites in search”
  • 5. Panda Timeline
    July 23rd
    May 10th
    Feb 24th
    June 16th
    April 11th
  • 6. Search Metrics
    “ is in absolute numbers the biggest loser”
    Search Metrics
  • 7. “You’re not a good SEO until you’ve been hit by a penalty.
    A real big one.”
  • 8. Panda Theories
    User Metrics
    Aggressive ads
    Poor Site Design
    Weak Content
  • 9. Panda Effect
    Sitewide penalty
    All pages effected
    EXCEPT forum pages
    Short-tail, generic KWs hit hardest
    “Review” KWs not hit
  • 10. Panda Effect
    Google UK traffic
    • KWs Including “review”
    • 11. KWs Excluding “review”
  • What Did We Do?
    Site Redesign
    Decreased Ad Density
    Improved Social Sharing
    Noindexed Weak Content
    Removed Duplicate Content
  • 12. New Website Design
  • 13. New Website Design
  • 14.
  • 15. 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.” 
  • 16. Removed Duplicate Content
  • 17. The Panda Cycle
    6 weeks
    ~4 months
    5 weeks
  • 18. Results
    Went live on the 25th May
    July 27th reverted to previous Adsense layout
    We’ve seen no reversal of Panda 
  • 19. 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?
  • 20.
  • 21.
  • 22.
  • 23. Cumulative Panda Theory
    Panda Score
  • 24. Cumulative Panda Theory
    Would you trust the information presented in this article?
    Panda Score
  • 25. Cumulative Panda Theory
    Was the article edited well?
    Panda Score
  • 26. Cumulative Panda Theory
    Would you recognize this site as an authoritative source when mentioned by name?
    Panda Score
  • 27. 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
  • 28. 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