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Panda 4.0: What Marketers Need to Know

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  • 1. #123webinar | @webmarketing123
  • 2. #123webinar | @webmarketing123 1. Can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 3. How do I get a live site analysis? Chat us your website and top 2 keywords. FAQs
  • 3. #123webinar | @webmarketing123 3 We are a digital marketing agency focused on demand generation. Search Engine Optimization Website Redesign Paid Search & Display Content Creation Top 500 Fastest Growing Private US Companies.
  • 4. #123webinar | @webmarketing123 1 What is Panda 4.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? The Good, The Bad, and The Ugly 3 What Should Marketers Do Now? How to Recover & Future-Proof Search Rankings 4 How is Your SEO Holding Up? Get a Live Site Analysis to Find Out On the Agenda
  • 5. #123webinar | @webmarketing123 Say hello to Panda 4.0. / What is Panda 4.0 4.0 eats weak content for breakfast.
  • 6. #123webinar | @webmarketing123 What makes 4.0 different?
  • 7. #123webinar | @webmarketing123 / What is Panda 4.0 Matt Cutts announced 4.0.1 An announced update is a hint at major shifts to come.
  • 8. #123webinar | @webmarketing123 / What is Panda 4.0 This Panda is GIANT.2 4.0 affects 7.5% of English queries compared to 1-2% from previous Pandas.
  • 9. #123webinar | @webmarketing123 / What is Panda 4.0 It’s a blueprint for future updates.3 4.0 lays the ground work for future iteration.
  • 10. #123webinar | @webmarketing123 1 What is Panda 4.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? The Good, The Bad, and The Ugly 3 What Should Marketers Do Now? How to Recover & Future-Proof Search Rankings 4 How is Your SEO Holding Up? Get a Live Site Analysis to Find Out On the Agenda
  • 11. #123webinar | @webmarketing123 / Why Should Marketers Care The Good1 Rule Book: 1. Create fresh, unique, quality content. 4.0 rewards marketers that play by the rules. 2. Build a modern, user- friendly website.
  • 12. #123webinar | @webmarketing123 The Bad2 / Why Should Marketers Care 4.0 has no patience for low-quality content.
  • 13. #123webinar | @webmarketing123 The Bad2 / Why Should Marketers Care 4.0 delivers a black hat penalty to sites that try to game search. The Black Hat List: 1.  Dynamically created pages for the sole purpose of search rankings. 2.  Sites relying on thin or scraped content. 3.  Unintentional : Using shared CDN’s
  • 14. #123webinar | @webmarketing123 The Ugly3 / Why Should Marketers Care Source: Moz, “Panda 4.0, Payday 2.0, and eBay’s Very Bad Day” Ecommerce took a hard hit.
  • 15. #123webinar | @webmarketing123 The Ugly3 / Why Should Marketers Care Source: SearchEngineLand, “Did Google Panda 4.0 Go After Press Release Sites?” PR sites took a tumble, as well.
  • 16. #123webinar | @webmarketing123 1 What is Panda 4.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? The Good, The Bad, The Ugly 3 What Should Marketers Do Now? How to Recover & Future-Proof Search Rankings 4 How is Your SEO Holding Up? Get a Live Site Analysis to Find Out On the Agenda
  • 17. #123webinar | @webmarketing123 So, you’ve been hit by a Google Penalty. Don’t panic & don’t rush! / What Should Marketers Do Now
  • 18. #123webinar | @webmarketing123 First, identify the penalty. Or, manual?Is it an algorithm? þ  Message from Google in Webmaster Tools account. þ  Does drop in organic traffic coincide with algorithm updates? þ  Moz’s Google Algorithm Change History is a great resource. Source: Search Engine Watch; Google Unnatural Links Manual Penalty: A Recovery Guide / What Should Marketers Do Now
  • 19. #123webinar | @webmarketing123 Run a site-wide content quality check. / What Should Marketers Do Now 1 Cleanse your site of poor quality content signals.
  • 20. #123webinar | @webmarketing123 Run a site-wide content quality check. / What Should Marketers Do Now 1 # of Buyer Personas # of Funnel Stages Covered Topics Possible Topics[ ]( ) Pieces of content you need to cover your bases. Calculate your search content gap.
  • 21. #123webinar | @webmarketing123 Run a site-wide content quality check. / What Should Marketers Do Now 1 Frequency matters.
  • 22. #123webinar | @webmarketing123 Run a site-wide content quality check. / What Should Marketers Do Now 1 High cost & competition Low CVR Low cost & competition High CVR One word phrases Two word phrases Long-tail, descriptive phrases Keep your keyword strategy fresh. That means evergreen content, too.
  • 23. #123webinar | @webmarketing123 Run a site-wide content quality check. / What Should Marketers Do Now 1 Mobile Enterprise SMB Other Relevant Internal Pages MobileSMB Enterprise Ace keyword mapping and internal linking structure.
  • 24. #123webinar | @webmarketing123 You only have 7 seconds to answer these 2 critical questions: 1 Where am I? 2 What can I do here? Why should I do it?3 Optimize for the best UX possible. / What Should Marketers Do Now 2 The rest of the page should answer this question.
  • 25. #123webinar | @webmarketing123 Optimize for the best UX possible. / What Should Marketers Do Now 2 Test your site across devices!
  • 26. #123webinar | @webmarketing123 Optimize for the best UX possible. / What Should Marketers Do Now 2 Source: SmashingMagazine, “SEO for Responsive Websites” Check load time with Google’s PageSpeed Insights.
  • 27. #123webinar | @webmarketing123 Or, launch your manual penalty plan. 2 3 Get a list of your inbound links from Google Webmaster Tools. Ask the link source to remove the link. Use the Google disavow tool on all bad links. Conduct a link profile audit to identify bad links. 1 4 Resubmit your site for Google reconsideration.5 / What Should Marketers Do Now
  • 28. #123webinar | @webmarketing123 1 What is Panda 4.0? Inside Google’s Latest Search Algorithm Update 2 Why Should Marketers Care? The Good, The Bad, and The Ugly 3 What Should Marketers Do Now? How to Recover & Future-Proof Search Rankings 4 How is Your SEO Holding Up? Get a Live Site Analysis to Find Out On the Agenda
  • 29. #123webinar | @webmarketing123 LIVE SITE ANALYSES
  • 30. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”