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Panda-monium:How to Beat Google’sLatest Algorithm UpdateMike TurnerDirector of Business Development
Who We Are / providing: ü Search Engine Optimization ü Paid Search Advertising ü Display Advertising ü Social Media ü Website Design ü Content Creation ü Custom Measurement and Attribution
Agenda 1 History of algorithm updates and latest Panda #24! ! 2 Identify if you have a problem" " 3 What Google recommends you do" " 4 Importance of closed loop measurement" "
Consumers rely on Search toresearch products & servicesThere are 4 billion searchesevery day
Google’s ultimate goal is to match the end-user with the most high quality content that is relevant to their search. 500 Algorithm Updates www.seomoz.org/google-‐algorithm-‐change each yearWhen’s the last time you updated your SEO strategy?
Recent Algorithm Updates "Caffeine" Update allowed for near instant indexing, to feed the hunger for real time information. "Farmer" & "Panda" struck at content scrapers & other poor quality websites where paid links are often placed. "Penguin" struck at shoddy and short-cut optimization tactics, like link schemes and keyword-stuffing. - focused on low quality link-profiles
Panda #24 RefreshLatest panda update affects1.2% of English based queries Jan. 22 (Google)(4 billion total daily) x (1.2%) = 48 Million Daily Searches
Google’s own Matt Cutts breaks down Google Panda: "This update is designed to reduce rankings for low quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on."
Most Influential factorsQuality ContentOriginality, length, authority, quality and relevanceSite MetricsUser experience, time on site, bounce rate, load time, etcAuthority & VerificationEstablishes and protects authorship
What will upset the Panda?ü Duplicate content ü Auto-‐blogging ü Copy & paste: i.e. Amazon customer reviews, and blog comments
Identify if you have a problemConsult your Web Analytics –Have you seen a steep decline over the last few weeks?• If you’re not sure, look at the following: – Webmaster tools – “% change in keywords” month-over-month – Specifically, January 22 – did you see steep declines? Jan. 22
Ask yourself the following questions:• What % of your website is taken by low quality pages?• Do you have lots of pages that dupe your own copy? (i.e. “boilerplate” repeated throughout site)• Are pages over-optimized?• Is your content promoted on social media including Twitter and Facebook?• Is your content’s language more accessible and more real?• Does your site have poor usage metrics? (i.e. high bounce-rate, low time spent on site, etc.)
What can “Of course, we arent disclosing the actual ranking signals used in our algorithms because we dont you do? want folks to game our search results…” -‐ Google Google does make specific recommendations on its blog:ü Remove (or redirect) low quality pagesü Merge or improve the content of individual shallow pages into more useful pages (make more robust)ü Move low quality pages to a different domain could eventually help the rankings of your higher-quality content.ü Don’t overload with ads.ü Create unique, thought leading, and linkable content – Rewritten content that is not substantially different will no longer help.
Drill down into your problem• Find the pages and page types hit worst on your site.• See if your “hit” pages utilize the keyword you dropped in ranking for. You may have to be more explicit.• Isolate differences between those pages hit and those not hit.• Make a list of your different types of pages. Eg, forum, quality article, low quality article, light category, quality category, product, blog post, etc. (make a spreadsheet)• Add “rel=canonical” tags to any duplicate pages. Jan. 22
Now, look at keyword mapping doc• Have you written enough useful content utilizing the keywords mapped to that page?• Make a content plan that ensures that your pages have sufficient, high quality content and keyword relevancy - Build a long-term quality SEO strategy that will protect you from future updates.
Make a Panda-Protected Content PlanKeyword SelectionKeyword Mapping
Make a Panda-Protected Content PlanContent Guidelines
Content Silos Consider your site’s thematic structure• Thematically group pages Mobile around keywords SMB• Quality content within the Enterprise pages of the section that relate to larger keyword themes• Link pages within the same groups to further strengthen SMB Enterprise Mobile theme of website• Having a strong theme utilizing quality content across your site will keep you safe from future Panda refreshes Other Relevant Internal Pages
Panda cares about the user experience.So should you.Panda factors in variables such as:• High bounce rate on page or site• Low visit time spent on page or site• Low % of users returning to a siteOptimize for users too!
Make Content a Focus. Images and VideosWhat other types of contentdo I need? Whitepapers, Case Studies InfographicsWhere else can I utilize mycontent?
Diversified, quality content can be used for inbound linking Relevant Industry Video Directories Guest Blog Posts Press Releases & Media Coverage Content SyndicaPon (whitepapers, Online Forums (Quora, etc.) infographics) Social Media Proﬁles
Penguin Shout-out: Audit your LinksAre your links relevant?• If you were penalized, get familiar with “Disavow Tool” – Disavow bad ones, but have a plan to replace with relevant ones! (Use a spreadsheet, Identify which are relevant and which aren’t) Some links do more bad than good. That $100/mo link building campaign may have caught up with you!
Disavow Links ToolWithin Google Webmaster Tools
Importance of Closing the LoopRemember that although rankings are fantastic, theyaren’t the KPI that impacts the bottom line.Make sure your SEO measurement has kept up and that you’retracking how much revenue your SEO program contributes to yourpipeline. 7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012
Example report Easily identify which keywords contribute to revenue and which are most likely to close deals
Close the Loop, make data-driven decisionsStart refining marketing program allocation based on actualrevenue instead of just leads or conversions. Revenue Keyword Alloca@on Opportunity Keyword A $85,000 $ $ Keyword B $60,000 $ Keyword C $275,000 $ $ $ $
Key Takeaways ü The most important step to appeasing Panda is to create high quality content that is relevant and provides value.ü Focus on long-term content marketing strategies rather than easy link building and content generation tactics.ü Close the loop on measurement and get the most out of your SEO investment
We invite you to… Download: 2012 State of Digital Marketing Report webmarkeFng123.com Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Email: seo@webmarke+ng123.com TEAM UP WITH AN AWARD- WINNING AGENCY (2012)