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Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title styleT...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Bigger isn’t always better
 Big and strong and lean?
 …or fat?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Sometimes, bigger is better
 PageRank
 Interlinking
 Economies...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
When You’re Big, It’s Easy to Get Overweight
Pages Indexed (Webma...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Overweight Sites Are Food for the Panda
PAGES INDEXED % USEFUL
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
How Big Sites Get Fat With Junk Pages
 “No results” pages
 URL ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Is Google Sending Traffic To Your Junk Pages?
 Panda looks at al...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
The Panda Diet
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 1. "noindex" Pages with No Content
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 1. "noindex" Pages with No Content
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 1. "noindex" Pages with No Content
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 1. "noindex" Pages with No Content
Benefits of noinde...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 2. If no one ever visits a page, remove it
 If no on...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 3. Identify your pages with the highest
bounce rate. ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 4. Only One Page Per Unique Title
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 4. Only One Page Per Unique Title
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 5. Only One Page Per Topic
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 5. Only One Page Per Topic
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 5. Only One Page Per Topic
How to automate detection ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Panda Diet: 5. Only One Page Per Topic
Create a search engine ind...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Case Study: Successful Panda Diet
Before
 12 million pages of ar...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Case Study: Successful Panda Diet
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Conclusion
 Bigger isn’t better.
 Don’t try to get bigger, try ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Thank You!
Ehren Reilly
ehren.reilly@glassdoor.com
@ehrenreilly
"...
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How to keep junk pages off of your site, and remove the ones that are there, so you can avoid Google Panda.

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Panda Diet for Overweight Websites

  1. 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Click to edit Master title styleClick to edit Master title styleThe Panda Diet for Big, Fat, Overweight Websites Ehren Reilly | Glassdoor.com SMX München March, 2014
  2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
  3. 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Bigger isn’t always better  Big and strong and lean?  …or fat?
  4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Sometimes, bigger is better  PageRank  Interlinking  Economies of scale  Brand
  5. 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 When You’re Big, It’s Easy to Get Overweight Pages Indexed (Webmaster Tools) SEO Visibility (SearchMetrics)
  6. 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Overweight Sites Are Food for the Panda PAGES INDEXED % USEFUL
  7. 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 How Big Sites Get Fat With Junk Pages  “No results” pages  URL based duplicates  Content topic repetition  Multiple versions of site, multiple countries
  8. 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Is Google Sending Traffic To Your Junk Pages?  Panda looks at all the pages of your site (not just the good ones).  Junk pages drive down your overall score.  Pre-Panda: “Send me any traffic to any page, it can’t hurt!”  Post-Panda: “Don’t send traffic to my junk pages, because that will ruin my average.”  How do you get Google to stop sending traffic to your junk pages? 8
  9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 The Panda Diet
  10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 1. "noindex" Pages with No Content
  11. 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 1. "noindex" Pages with No Content
  12. 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 1. "noindex" Pages with No Content
  13. 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 1. "noindex" Pages with No Content Benefits of noindex,follow  Still get credit for links to these pages.  Users can still access these pages via navigation.  Google won’t send users to these pages. Why not Canonical? Sometimes you can’t figure out in real time which is the most relevant other page. <meta name="robots" content="noindex,follow”>
  14. 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 2. If no one ever visits a page, remove it  If no one ever visits a page, it’s because: A. No one wants that information B. Google doesn’t think that page is a good result for any user queries  If you have a page with no visitors, do you really need that page?  If a page has no value, then remove, canonicalize or noindex
  15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 3. Identify your pages with the highest bounce rate. Fix them. Too expensive to improve all of your content? Only fix the worst pages.
  16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 4. Only One Page Per Unique Title
  17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 4. Only One Page Per Unique Title
  18. 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 5. Only One Page Per Topic
  19. 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 5. Only One Page Per Topic
  20. 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 5. Only One Page Per Topic How to automate detection of similar articles: For 1,000,000 pages, which pairs of pages are very similar? All Pairs Problem To compare every pair of items in a set of 1 million items requires billions of comparisons.
  21. 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Panda Diet: 5. Only One Page Per Topic Create a search engine index (Solr) How to tie a tie How to tie a tie for a suit (0.92) How to tie a tie in a Windsor knot (0.82) How to tie a tie step by step (0.97) How to tie a neck tie (0.90) How to tie a Windsor knot (0.65)
  22. 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Case Study: Successful Panda Diet Before  12 million pages of article content.  95% of URLs get <3 visit per year.  Panda problem Project  Remove “no content” pages (3 million)  Merge duplicate title pages (80,000)  Merge similar topic pages using a Solr search index (2 million)  Remove pages with <3 visits in prior 12 months (5.5 million) After  1 million good quality pages remained.  Noindex or merged 11 million pages – 2% loss in traffic in first 30 days  Panda problem went away – Increase in traffic 22% in 60 days – Increase in traffic 118% in 120 days
  23. 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Case Study: Successful Panda Diet
  24. 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Conclusion  Bigger isn’t better.  Don’t try to get bigger, try to be more useful for more users.  As your site grows and you add new features, stay lean.  If your site gets overweight, put it on a diet.
  25. 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Thank You! Ehren Reilly ehren.reilly@glassdoor.com @ehrenreilly "noindex"
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How to keep junk pages off of your site, and remove the ones that are there, so you can avoid Google Panda.

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