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Google is Changing the Game, Are You Ready?

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An analysis of Panda and the impact on B2B websites

An analysis of Panda and the impact on B2B websites

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  • Google revenus in 2010 was approx 10B. They make money every time someone clicks on one the their PPC ads This happens one out every four or five time a search ins conducted They want you to continue in use Google as apposed to another search engines. Relvance - words on a page
  • Originally based on Page rank – now over two hundred signals including pagerank Hubspoke
  • The definition of credibility is expanding
  • Content farms – sites that created unvaluabel, quick, shallow, poorly written content mainly for the purpose of monitizing this content
  • I found conflicting about the actual hit ehow took, so whetehr is is percisely what happened or not it is typical of what happened to some of the harder hit sites/
  • Less than ten click on thirty days Ipressions to your site, what keywordsyou are getting impressions for Clicks Problems with the site, you anc upload a xml sitemap
  • Don’t rely exclusively on Google organic traffic. In the financial world, diversification means the act of reducing risk by investing in a variety of assets. The same is true in the Internet marketing world. Too many companies rely on natural or organic search results to fuel their growth. To make matters worse most companies focus only on Google ignoring Bing and Yahoo (one in the same – Bing provides results to Yahoo).
  • Don’t rely exclusively on Google organic traffic. In the financial world, diversification means the act of reducing risk by investing in a variety of assets. The same is true in the Internet marketing world. Too many companies rely on natural or organic search results to fuel their growth. To make matters worse most companies focus only on Google ignoring Bing and Yahoo (one in the same – Bing provides results to Yahoo).
  • Don’t rely exclusively on Google organic traffic. In the financial world, diversification means the act of reducing risk by investing in a variety of assets. The same is true in the Internet marketing world. Too many companies rely on natural or organic search results to fuel their growth. To make matters worse most companies focus only on Google ignoring Bing and Yahoo (one in the same – Bing provides results to Yahoo).
  • Don’t rely exclusively on Google organic traffic. In the financial world, diversification means the act of reducing risk by investing in a variety of assets. The same is true in the Internet marketing world. Too many companies rely on natural or organic search results to fuel their growth. To make matters worse most companies focus only on Google ignoring Bing and Yahoo (one in the same – Bing provides results to Yahoo).
  • Don’t rely exclusively on Google organic traffic. In the financial world, diversification means the act of reducing risk by investing in a variety of assets. The same is true in the Internet marketing world. Too many companies rely on natural or organic search results to fuel their growth. To make matters worse most companies focus only on Google ignoring Bing and Yahoo (one in the same – Bing provides results to Yahoo).

Transcript

  • 1. Google is Changing the Game – Are you Ready? Brian Bluff | President and Co-Founder
  • 2. What we will cover
    • How Google ranks sites
    • About Panda
    • Shallow or Low-Quality Content
    • Example of the Impact of Panda
    • Panda’s Expansion
    • Protecting Yourself from Panda
    • Average Traffic Profiles of 10 B2B Sites
    Site-Seeker, Inc.  2011
  • 3. Basics of Google Ranking
    • Relevance
      • Title tag
      • Keywords and description
    • H tags
    • Content
    • Alt tags
  • 4. Basics of Google Ranking
    • Credibility
      • Authority (PageRank)
      • Incoming links are votes of confidence
      • Links from related pages or sites
      • Related anchor text
  • 5. Basics of Google Ranking
    • Credibility
      • Social Signals (Author /Human/Social Authority)
      • Twitter – authoritative people lend their authority to pages they tweet
      • ReTweets are the new links
      • Facebook ?
      • LinkedIn ?
  • 6. What is Google Panda?
    • Google algorithm change that went into effect in on 24 February, 2011 in the US
    • Also called Farmer
    • Impacted 11.8 % of all search results
    • Big and small sites
    • Targeted content farms – shallow/low-quality content
    • Source:
    • Search Engine Land, Danny Sullivan ( http://searchengineland.com/google-forecloses-on-content-farms-with-farmer-algorithm-update-66071 )
    • Search Engine Land, Vanessa Fox ( http://searchengineland.com/your-sites-traffic-has-plummeted-since-googles-farmerpanda-update-now-what-66769 )
  • 7. What is shallow or low-quality content?
    • You know you have shallow / low-quality content if you can answer yes to any of these questions:
    • Do users trust the information?
    • Does the site have duplicate or redundant articles?
    • Is it poorly written?
    • Does the page contain an excessive amount of ads?
    • See below source for more questions.
    • Source:
    • Google ( http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html )
  • 8. What is shallow or low-quality content?
    • Demand Media’s eHow lost 42% of search visibility
      • 2,000 keywords
      • Lower ranking on 72%
      • 42% below the fold
      • 17% off the first page
    • #1 Google result - 36% of clicks
    • #4 Google result – 8% of clicks
    • Page 2, #1 Google result – 2.6% of clicks
    • Demand 28% revenue from Google
    • Hitwise showed 42% less traffic Jan – Apr, 2011
    • Was 18 most popular site
    • 49.8Million (82% growth) past year
    • Source:
    • Search Engine Watch, Danny Goodwin ( http://searchenginewatch.com/article/2069101/Panda-Aftermath-eHow-Loses-42-of-Google-Search-Visibility-Report )
  • 9. Why Google Panda Will Blindside B2B Companies?
    • Most B2B companies don’t monitor Google webmaster tools or website analytic data
    • Non-Organic traffic can mask fluctuations in lower volume organic traffic
    • Pinning minor traffic fluctuations on Panda is tough
    • Total Site Traffic might have increased
    • Source:
    • Site-Seeker, Inc. Brian Bluff, Why Google Panda Will Blindside B2B Companies ( http://www.site-seeker.com/_blogs/google-panda-blindside-b2b-companies/ )
  • 10. Why Google Panda Will Blindside B2B Companies
    • Pages 1-2 levels deep typically contain the most important content
      • Product details
      • Specifications
      • Long tail keywords
      • “ Conversion content”
    • This content also took the biggest hit
    • Difficult to detect
      • Sporadic search volume
      • Low traffic (low CTR)
      • Google webmaster tools stores a rolling 30 days worth of data
    • Source:
    • Site-Seeker, Inc. Brian Bluff, Why Google Panda Will Blindside B2B Companies ( http://www.site-seeker.com/_blogs/google-panda-blindside-b2b-companies/ )
  • 11. Panda’s Expansion
    • 11 April, 2011 Panda expands to all English language sites/content
      • Impacted 2% of US queries
      • Google’s English sites
        • Google.co.uk
        • Google.com.au
      • Non-English Google sites containing English language
        • Google.fr
    • Source:
    • WebPo News, Chris Crum ( http://www.webpronews.com/google-panda-2-2-update-suspected-to-be-live-2011-06 )
    • Panda 2.2 rumored to have hit 20 June, 2011
      • Targeting scrapper sites sites that copy content from another site and published in on their site
      • Although not technically scrapper sites, distributors and resellers frequently publish duplicate content
  • 12. Protecting yourself from Panda
    • Google’s Advice
    • Low quality content on one part of the site can impact the whole site’s ranking.
    • Remove low quality content
    • Merge content from shallow pages to create more useful pages
    • Focus on delivering the best possible user experience
    • Source:
    • Google ( http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html )
  • 13. Protecting yourself from Panda
    • Site-Seeker’s Advice
    • Don’t rely exclusively on Google for traffic. Diversify:
      • Bing/Yahoo
      • LinkedIn
      • Facebook
      • Twitter
      • Video
      • Email marketing
      • Images
      • SlideShare.net
      • Vertical directories
    • Source:
    • Site-Seeker, Inc., Brian Bluff, Google Panda Protection ( http://www.site-seeker.com/_blogs/google-panda-protection/ )
  • 14. Diversifying Your Traffic
  • 15. Diversifying Your Traffic
  • 16. Thank You!
    • Webinar recording available on our website ( http://www.site-seeker.com/education/webinars/ )
    • Presentation is available on our SlideShare account (slideshare.net/siteseekerinc)
    • Join us for
      • Jolt and Bolt Every Thursday at 10 AM. You can register on our website
      • YouTube – Why? 22 June at Noon
    • Let me know if I can help
    • Brian Bluff
    • President & Co-Founder
    • Site-Seeker, Inc.
    • @BrianBluff
    • [email_address]
    • 315.732.9281 x 11