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Google Update Zoo : Panda - Penguin

           Presented by:
            Bill Hartzer
Overview
• What is Google Panda?
   – Google Panda History
• Were You Hit by Panda?
   – Recovering from Panda

• Google Panda Vs. Penguin
• What is Google Penguin?
   – Google Penguin History
• Were You Hit by Penguin?
   – Recovering from Penguin


                     Bill Hartzer, Director of SEO
                     Twitter: @standingdog and @bhartzer
                     Facebook: Facebook.com/StandingDog
What is Google Panda?
• Ranking factor added to the Google algorithm

• Filter designed to identify ‘low quality pages’.

• Provides better rankings for high-quality sites

• Doesn't run continuously due to analysis processing

• Updates every 4 to 7 weeks

• Named after Google engineer Navneet Panda


                      Bill Hartzer, Director of SEO
                      Twitter: @standingdog and @bhartzer
                      Facebook: Facebook.com/StandingDog
How Google Panda Was Developed
• Google Engineer came up with questions.
• Sent questions to human quality testers who rated sites
   – Rated based on quality, design, trustworthiness, speed, and
      whether or not they would return to site
   – Google came up with definition of “low quality”
• Launched Personal Chrome Site Blocker extension earlier.
   – Allowed users to specify sites they want blocked from search
      results
• Compared data from both sources (Raters and Chrome Blocker),
  and had 84 percent overlap, indicating on right track
• Came up with Classifier to indicate Low Quality vs. High Quality
  Sites, to be used mathematically in Google Panda.


                        Bill Hartzer, Director of SEO
                        Twitter: @standingdog and @bhartzer
                        Facebook: Facebook.com/StandingDog
Google Panda History
• Rolled Out to US sites around February 24, 2011
   –   http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-
       in.html


• Rolled out to Globally to all English language Users around
  April 11, 2011
   –   Also began to roll out data from sites that users block


• Latest update Panda #20 — September 27, 2012
  - 2.4% of queries affected, overlapped EMD update




                            Bill Hartzer, Director of SEO
                            Twitter: @standingdog and @bhartzer
                            Facebook: Facebook.com/StandingDog
Google Panda Update History
•   Panda/Farmer — February 23, 2011
•   Panda 2.0 — April 11, 2011
•   Panda 2.1 — May 9, 2011
•   Panda 2.2 — June 21, 2011
•   Panda 2.3 — July 23, 2011
•   Panda Goes Global (2.4) — August 12, 2011
•   Panda 2.5 — September 28, 2011
•   Panda "Flux" — October 5, 2011
•   Panda 3.1 — November 18, 2011
•   Panda 3.2 — January 18, 2012
•   Panda 3.3 — February 27, 2012
•   Panda 3.4 — March 23, 2012
•   Panda 3.5 — April 19, 2012
•   Panda 3.6 — April 27, 2012
•   Panda 3.7 — June 8, 2012
•   Panda 3.8 — June 25, 2012
•   Panda 3.9 — July 24, 2012
•   Panda 3.9.1 — August 20, 2012             See the Google Algorithm Change History:
•   Panda 3.9.2 — September 18, 2012          http://www.seomoz.org/google-algorithm-change
•   Panda #20 — September 27, 2012
                               Bill Hartzer, Director of SEO
                               Twitter: @standingdog and @bhartzer
                               Facebook: Facebook.com/StandingDog
Were You Hit by Panda?
•   Look at Web Analytics
•   Sites affected had traffic loss starting in February, 2011.
•   Google Analytics for your site (Web Trends, Omniture, etc.)
•   Google Trends for any site (http://trends.google.com)




                        Bill Hartzer, Director of SEO
                        Twitter: @standingdog and @bhartzer
                        Facebook: Facebook.com/StandingDog
Recovering from Panda
• Make sure all content on site is “high quality”

• Review Google’s List: 23 Questions to assess quality
   –   http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-
       high-quality.html



• Identify and remove least-visited pages
  on site via your web analytics

• Take out the trash, so to speak.

• Prevent Pogosticking from SERPs.
                                Bill Hartzer, Director of SEO
                                Twitter: @standingdog and @bhartzer
                                Facebook: Facebook.com/StandingDog
Panda vs. Penguin
• Panda focuses on sites providing a bad user experience
   – Sites with low quality content

• Penguin focuses on spamdexing and link bombing.




                      Bill Hartzer, Director of SEO
                      Twitter: @standingdog and @bhartzer
                      Facebook: Facebook.com/StandingDog
What is Google Penguin?
• Google: “algorithm change targeted at webspam.”
    –   http://insidesearch.blogspot.co.uk/2012/04/another-step-to-reward-
        high-quality.html
• Goal is to “decrease rankings for sites that violate Google’s
  Quality Guidelines”.
    –   http://support.google.com/webmasters/bin/answer.py?
        hl=en&answer=35769#3
• Examples:
    –   Keyword Stuffing, Over Optimization
    –   Unusual linking patterns (outgoing links)




                             Bill Hartzer, Director of SEO
                             Twitter: @standingdog and @bhartzer
                             Facebook: Facebook.com/StandingDog
Google Penguin History
• First reported 4/24/2012

• Updated May 25, 2012 (Penguin 1.1)

• Penguin #3 — October 5, 2012
  - impacted 0.3 percent of queries




                  Bill Hartzer, Director of SEO
                  Twitter: @standingdog and @bhartzer
                  Facebook: Facebook.com/StandingDog
Were You Hit by Penguin?
• Panda April 19, Penguin April 24, Panda refresh 4/27
   –   Search Engine Journal: http://www.searchenginejournal.com/penguin-or-panda-
       how-to-determine-which-google-algorithm-update-impacted-your-website/43751/




                            Bill Hartzer, Director of SEO
                            Twitter: @standingdog and @bhartzer
                            Facebook: Facebook.com/StandingDog
Recovering from Penguin
• Perform a full SEO Audit of web site
   – Identify and fix problem areas on site that violate Google
     guidelines (keyword stuffing, over optimization, etc.)
• Review Google Webmaster Tools for messages, suggestions
• Perform full link analysis of site
   – Download links from Majestic SEO, SEOMoz Open Site
     Explorer, a hrefs, etc.
   – Review anchor text, clean up links to site
• Work on Authority, Trust of your site




                     Bill Hartzer, Director of SEO
                     Twitter: @standingdog and @bhartzer
                     Facebook: Facebook.com/StandingDog
Thank You
         Bill Hartzer
Director of Search Engine Optimization
             Standing Dog
        www.StandingDog.com
        Twitter: @StandingDog
Facebook: Facebook.com/standingdog

 Personal Blog: www.BillHartzer.com
         Twitter: @Bhartzer
  Facebook: Facebook.com/bhartzer




      Bill Hartzer, Director of SEO
      Twitter: @standingdog and @bhartzer
      Facebook: Facebook.com/StandingDog

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Google Update Zoo : Panda – Penguin

  • 1. Google Update Zoo : Panda - Penguin Presented by: Bill Hartzer
  • 2. Overview • What is Google Panda? – Google Panda History • Were You Hit by Panda? – Recovering from Panda • Google Panda Vs. Penguin • What is Google Penguin? – Google Penguin History • Were You Hit by Penguin? – Recovering from Penguin Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 3. What is Google Panda? • Ranking factor added to the Google algorithm • Filter designed to identify ‘low quality pages’. • Provides better rankings for high-quality sites • Doesn't run continuously due to analysis processing • Updates every 4 to 7 weeks • Named after Google engineer Navneet Panda Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 4. How Google Panda Was Developed • Google Engineer came up with questions. • Sent questions to human quality testers who rated sites – Rated based on quality, design, trustworthiness, speed, and whether or not they would return to site – Google came up with definition of “low quality” • Launched Personal Chrome Site Blocker extension earlier. – Allowed users to specify sites they want blocked from search results • Compared data from both sources (Raters and Chrome Blocker), and had 84 percent overlap, indicating on right track • Came up with Classifier to indicate Low Quality vs. High Quality Sites, to be used mathematically in Google Panda. Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 5. Google Panda History • Rolled Out to US sites around February 24, 2011 – http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites- in.html • Rolled out to Globally to all English language Users around April 11, 2011 – Also began to roll out data from sites that users block • Latest update Panda #20 — September 27, 2012 - 2.4% of queries affected, overlapped EMD update Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 6. Google Panda Update History • Panda/Farmer — February 23, 2011 • Panda 2.0 — April 11, 2011 • Panda 2.1 — May 9, 2011 • Panda 2.2 — June 21, 2011 • Panda 2.3 — July 23, 2011 • Panda Goes Global (2.4) — August 12, 2011 • Panda 2.5 — September 28, 2011 • Panda "Flux" — October 5, 2011 • Panda 3.1 — November 18, 2011 • Panda 3.2 — January 18, 2012 • Panda 3.3 — February 27, 2012 • Panda 3.4 — March 23, 2012 • Panda 3.5 — April 19, 2012 • Panda 3.6 — April 27, 2012 • Panda 3.7 — June 8, 2012 • Panda 3.8 — June 25, 2012 • Panda 3.9 — July 24, 2012 • Panda 3.9.1 — August 20, 2012 See the Google Algorithm Change History: • Panda 3.9.2 — September 18, 2012 http://www.seomoz.org/google-algorithm-change • Panda #20 — September 27, 2012 Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 7. Were You Hit by Panda? • Look at Web Analytics • Sites affected had traffic loss starting in February, 2011. • Google Analytics for your site (Web Trends, Omniture, etc.) • Google Trends for any site (http://trends.google.com) Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 8. Recovering from Panda • Make sure all content on site is “high quality” • Review Google’s List: 23 Questions to assess quality – http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building- high-quality.html • Identify and remove least-visited pages on site via your web analytics • Take out the trash, so to speak. • Prevent Pogosticking from SERPs. Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 9. Panda vs. Penguin • Panda focuses on sites providing a bad user experience – Sites with low quality content • Penguin focuses on spamdexing and link bombing. Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 10. What is Google Penguin? • Google: “algorithm change targeted at webspam.” – http://insidesearch.blogspot.co.uk/2012/04/another-step-to-reward- high-quality.html • Goal is to “decrease rankings for sites that violate Google’s Quality Guidelines”. – http://support.google.com/webmasters/bin/answer.py? hl=en&answer=35769#3 • Examples: – Keyword Stuffing, Over Optimization – Unusual linking patterns (outgoing links) Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 11. Google Penguin History • First reported 4/24/2012 • Updated May 25, 2012 (Penguin 1.1) • Penguin #3 — October 5, 2012 - impacted 0.3 percent of queries Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 12. Were You Hit by Penguin? • Panda April 19, Penguin April 24, Panda refresh 4/27 – Search Engine Journal: http://www.searchenginejournal.com/penguin-or-panda- how-to-determine-which-google-algorithm-update-impacted-your-website/43751/ Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 13. Recovering from Penguin • Perform a full SEO Audit of web site – Identify and fix problem areas on site that violate Google guidelines (keyword stuffing, over optimization, etc.) • Review Google Webmaster Tools for messages, suggestions • Perform full link analysis of site – Download links from Majestic SEO, SEOMoz Open Site Explorer, a hrefs, etc. – Review anchor text, clean up links to site • Work on Authority, Trust of your site Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog
  • 14. Thank You Bill Hartzer Director of Search Engine Optimization Standing Dog www.StandingDog.com Twitter: @StandingDog Facebook: Facebook.com/standingdog Personal Blog: www.BillHartzer.com Twitter: @Bhartzer Facebook: Facebook.com/bhartzer Bill Hartzer, Director of SEO Twitter: @standingdog and @bhartzer Facebook: Facebook.com/StandingDog