1.
Impact of Google’s Panda
Update on Content

2.
Comments & Questions During Webinar
• GoToWebinar Chat Room
• Twitter – Tweet @SEOcom
• Use #SEOwebinar hashtag
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3.
About SEO.com
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4.
David Malmborg
Senior SEO Manager – SEO.com

5.
PANDA Just Kung Fu’ed My Site
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6.
WHY?
• The complaint came from content farms
dominating the SERPs.
– LOW QUALITY
– THIN
– Perfectly optimized for long tail questions
– Ad-ridden pages with content buried
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7.
Remember what it was like before Panda?
• If you searched “How to do …” your results
may have looked like this:

8.
Along came Panda
• Named after Navneet Panda (Google
Extraordinaire)
• Launched February 24, 2011
• Implemented a way for Google
to separate high-quality Sites
from low-quality Sites.
• Google implements “machine
learning” into the algorithm.
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9.
BIG CHANGE
• Panda changed about 12% of the SERPS
88,000,000,000 x 12% = 1,056,000,000
Search Results Changed
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10.
History of the updates
• Panda 1.0: February 24, 2011
• Panda 2.0: April 11, 2011
• Panda 2.1: May 10, 2011
• Panda 2.2: June 16, 2011
• Panda 2.3: July 23, 2011
• Panda 2.4: August 12, 2011
• Panda 2.5: September 28, 2011
– Panda 2.5.1: October 9, 2011
– Panda 2.5.2: October 13, 2011
• Panda 3.0: October 19, 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
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11.
What does Panda look at?
No one knows, but there are
ideas.
A site as a whole is judged, which
is new.
Content quality thresholds are
introduced.
Site visitor metrics can directly
affect your rankings.
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12.
Google’s Questions
• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the topic well, or is it more
shallow in nature?
• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics
with slightly different keyword variations?
• Would you be comfortable giving your credit card information to this site?
• Does this article have spelling, stylistic, or factual errors?
• Are the topics driven by genuine interests of readers of the site, or does the site generate
content by attempting to guess what might rank well in search engines?
• Does the article provide original content or information, original reporting, original research,
or original analysis?
• Does the page provide substantial value when compared to other pages in search results?
• Does the article describe both sides of a story?
• Is the site a recognized authority on its topic?
• Is the content mass produced by or outsourced to a large number of creators, or spread
across a large network of sites, so that individual pages or sites don’t get as much attention
or care?
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13.
Google’s Questions
• Was the article edited well, or does it appear sloppy or hastily produced?
• For a health-related query, would you trust information from this site?
• Would you recognize this site as an authoritative source when mentioned by
name?
• Does this article provide a complete or comprehensive description of the topic?
• Does this article contain insightful analysis or interesting information that is
beyond obvious?
• Is this the sort of page you’d want to bookmark, share with a friend, or
recommend?
• Does this article have an excessive amount of ads that distract from or interfere
with the main content?
• Would you expect to see this article in a printed magazine, encyclopedia or book?
• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
• Are the pages produced with great care and attention to detail vs. less attention to
detail?
• Would users complain when they see pages from this site?
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14.
Categorize these questions
• These questions fall into four main categories
– Authority
– Trust
– Authenticity
– Quality
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15.
Authority
• Is this article written by an expert or
enthusiast who knows the topic well, or is it
more shallow in nature?
• Is the site a recognized authority on its topic?
• Would you recognize this site as an
authoritative source when mentioned by
name?
Tweet @SEOcom questions - Hashtag #seowebinar

16.
Authority
• Is this article written by an expert or
enthusiast who knows the topic well, or is it
more shallow in nature?
• Is the site a recognized authority on its topic?
• Would you recognize this site as an
authoritative source when mentioned by
name?
Tweet @SEOcom questions - Hashtag #seowebinar

17.
Trust
• Would you trust the information presented in this
article?
• Would you be comfortable giving your credit card
information to this site?
• For a health-related query, would you trust
information from this site?
• Would you expect to see this article in a printed
magazine, encyclopedia or book?
• Is this the sort of page you’d want to bookmark,
share with a friend, or recommend?
Tweet @SEOcom questions - Hashtag #seowebinar

18.
Trust
• Would you trust the information presented in this
article?
• Would you be comfortable giving your credit
card information to this site?
• For a health-related query, would you trust
information from this site?
• Would you expect to see this article in a printed
magazine, encyclopedia or book?
• Is this the sort of page you’d want to bookmark,
share with a friend, or recommend?
Tweet @SEOcom questions - Hashtag #seowebinar

19.
Authenticity
• Does the site have duplicate, overlapping, or redundant articles on
the same or similar topics with slightly different keyword
variations?
• Does the article provide original content or information, original
reporting, original research, or original analysis?
• Are the topics driven by genuine interests of readers of the site, or
does the site generate content by attempting to guess what might
rank well in search engines?
• Is the content mass produced by or outsourced to a large number
of creators, or spread across a large network of sites, so that
individual pages or sites don’t get as much attention or care?
• Are the articles short, unsubstantial, or otherwise lacking in helpful
specifics?
Tweet @SEOcom questions - Hashtag #seowebinar

20.
Authenticity
• Does the site have duplicate, overlapping, or redundant articles on
the same or similar topics with slightly different keyword
variations?
• Does the article provide original content or information, original
reporting, original research, or original analysis?
• Are the topics driven by genuine interests of readers of the site, or
does the site generate content by attempting to guess what might
rank well in search engines?
• Is the content mass produced by or outsourced to a large number of
creators, or spread across a large network of sites, so that individual
pages or sites don’t get as much attention or care?
• Are the articles short, unsubstantial, or otherwise lacking in helpful
specifics?
Tweet @SEOcom questions - Hashtag #seowebinar

21.
Quality
• Does this article have spelling, stylistic, or factual errors?
• How much quality control is done on content?
• Was the article edited well, or does it appear sloppy or hastily produced?
• Does the page provide substantial value when compared to other pages in
search results?
• Does this article provide a complete or comprehensive description of the
topic?
• Does the article describe both sides of a story?
• Does this article contain insightful analysis or interesting information that
is beyond obvious?
• Does this article have an excessive amount of ads that distract from or
interfere with the main content?
• Are the pages produced with great care and attention to detail vs. less
attention to detail?
• Would users complain when they see pages from this site?
Tweet @SEOcom questions - Hashtag #seowebinar

22.
Quality
• Does this article have spelling, stylistic, or factual errors?
• How much quality control is done on content?
• Was the article edited well, or does it appear sloppy or hastily produced?
• Does the page provide substantial value when compared to other pages in
search results?
• Does this article provide a complete or comprehensive description of the
topic?
• Does the article describe both sides of a story?
• Does this article contain insightful analysis or interesting information that
is beyond obvious?
• Does this article have an excessive amount of ads that distract from or
interfere with the main content?
• Are the pages produced with great care and attention to detail vs. less
attention to detail?
• Would users complain when they see pages from this site?
Tweet @SEOcom questions - Hashtag #seowebinar

23.
Possible metrics Google looks at
• Authority
– Google+
– Rel=“author”
– Social Profiles and Connections:
http://support.google.com/websearch/bin/answer.py?hl=en&answer=165228
– Brand mentions on the Web, and brand marketing
– CTR from the SERPs
• How do you build subject authority?
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24.
Possible metrics Google looks at
• Trust
– Social shares
– Authoritative site links to your site
– Conversion rates
• How does a site build credibility?
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25.
Possible metrics Google looks at
• Authenticity
– Duplicate content
• Content silos
• Scraping
• Repeated content
• Internally and externally
– Content originates from your site
– Site is topical in structure
• Can your site answer every “How to…” question?
– Is your content being fed by a network?
– Number of source links back to your site
• Could you be more authentic in your content strategy?
Tweet @SEOcom questions - Hashtag #seowebinar

26.
Possible metrics Google looks at
• Quality
– Content improvements
– Changes, edits, and revisions with different crawls
– Rich media is found on the page
– Bounce rate of the page
– Number of pages viewed
– Length of stay
– Content is not regurgitated
– Content vs. ad ratio
– Grammar and spelling issues (Would Word underline the whole
document?)
– Fact checks against other sites
• How can you make your stuff better?
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27.
What is Panda looking at?
• Authority
• Trust
• Authenticity
• Quality
Tweet @SEOcom questions - Hashtag #seowebinar

28.
Questions?

29.
Thanks!!!
David Malmborg
Senior SEO Manager
Twitter: http://twitter.com/davidmalmborg
LinkedIn: http://www.linkedin.com/in/davidmalmborg
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