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Google Panda and Penguin

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  1. 1. a tour of new featuresintroducingGoogle Panda andPenguin
  2. 2. Presentation topics:We have updates for every step of the way
  3. 3. Google Panda UpdateOverview
  4. 4. Getting Started with Google PandaAccording to Googles official blog postwhen Panda launched: This update is designed to reducerankings for low-quality sitessiteswhich are low-value add for users,copy content from other websites orsites that are just not very useful. At the same time, it will provide betterrankings for high-quality sitessiteswith original content and informationsuch as research, in-depth reports,thoughtful analysis and so on.
  5. 5. Panda 1.0 (Farmer Update) Panda 2.0February 24, 2011April 11, 2011 Panda 2.1 Panda 2.2May 9, 2011June 18, 2011Panda updates and theirPanda 2.3Panda 2.4July 22, 2011 August 2011 Panda 2.5Panda 2.5.1September 28th 2011 October 9th 2011release datesPanda 2.5.2 Panda 2.5.3 October 13th 2011October 19/20th 2011Panda 3.1Panda 3.2November 18th 2011 January 15th 2012 Panda 3.3Panda 3.4 February 26th 2012 March 23rd 2012Panda 3.5April 19th 2012
  6. 6. Panda 1.0 (Farmer Update) February 24, 2011
  7. 7. So what is special about Google Panda? The changes were made to target a specific type of website, those with low qualitycontent (article directories, like The reason for this was that feedbackfrom Google users showed that were not interested in the results from websites likeeHow and The changes were rolled out very slowly over a period of time. In fact Google is stillworking on this specific set of changes after nearly two months of tweaking. It is speculated that all other normal updates to Google have stopped. The impact to specific websites has been huge. Some websites, like eHow, havereported a drop in traffic by almost a third. (30% of traffic gone over night) Panda 1.0 (Farmer Update)
  8. 8. So what is Google Penalizing? Duplicate content Low quality content meaning pages with only small amounts of information Domains that are seen to be content scraping, stealing information. Websites that have a high bounce rate or exit rate. At this stage this measure is highly speculative, but Google has hinted at it.Panda 1.0 (Farmer Update)
  9. 9. So what can you do if you are affected? Do nothing. Dont panic! Wait and see maybe for the next Google Updates youmay see your website ranking improve suddenly. Slow down on off-page SEO. Again, right now you dont know what websiteswill be classed as quality and those that wont. Keep building unique content, dont syndicate. Keep writing good content, anddont then try to spin this out to article directories. Last resort: Check for duplicate content and reword what you have. Have a lookat your most affected pages, and then check to see if someone has ripped offyour content. Reword and rewrite the ones that you think are most affected. Again, this is a last resort, because it will not improve your ranking overnight.Panda 1.0 (Farmer Update)
  10. 10. Panda 2.0 April 11, 2011
  11. 11. Impacts all English speaking countriesThe original algorithm update impacted only U.S. queries. As of today, this change islive for all English queries worldwide. This includes both English speaking countries(such as searches on, and and English queries in non-English countries (for instance, for a searcher using whos chosen English-language results).Were focused on showing users the highest quality, most relevant pages on the web.Were cautious not to roll out changes until were confident that they improve the userexperience, while at the same time helping the broader web ecosystem. We incorporatenew signals into our algorithm only after extensive testing, once weve concluded thatthey improve quality for our users. -- Amit Singhal Panda 2.0
  12. 12. What To Do If Your Site Is Impacted Can visitors easily find their way around? Is it obvious what topic each page is about? Is the content original or is it aggregated from other sources? Do the number and placement of the ads obscure the visitors ability to quickly access the content? When looking objectively at the site, is the primary focus the user need or the business goal? Is the content on the page authoritative and valuable? Does it answer the query better than other pages on the web? If some of the pages on the site are very high quality and engaging, are other pages on the site not as high quality? (Google has stated that enough low quality content on a site can reduce the entire sites rankings, not just the low quality pages.)Panda 2.0
  13. 13. Winners/ Losers
  14. 14. Winners
  15. 15. Losers
  16. 16. Panda friendlyPanda updates do not happen at regularintervals, and Google doesnt re-index everysite each time, so some site owners wereforced to deal with low traffic for severalmonths until Google got around to re-crawling their website and taking note of anypositive changes.
  17. 17. GooglePenguin UpdateOverview
  18. 18. Important algorithm change targeted at webspam.Penguin is
  19. 19. The change will decrease rankings for sites that we believe are violating Googlesexisting quality guidelines. Google mentions that typical black hat SEO tactics likekeyword stuffing (long considered webspam) would get a site in trouble, but lessobvious tactics (link incorporating irrelevant outgoing links into a page of content)would also cause Penguin to flag your site.Sites affected by this change might not be easily recognizable as spamming withoutdeep analysis or expertise, but the common thread is that these sites are doing much more than white hat SEO; we believe they are engaging in webspam tactics tomanipulate search engine rankings. -- Google
  20. 20. Site owners should be sure to check their GoogleWebmaster accounts for any messages from Googlewarning about your past spam activity and a potentialpenalty. Google says that Penguin has impacted about3.1% of queries (compared to Panda 1.0s 12%). If you sawmajor traffic losses between April 24th and April 25th,chances are Penguin is the culprit, even though Panda 3.5came out around the same time.
  21. 21. Many in the SEO community have speculated that some contributing factors toPenguin might be things like:1. Aggressive exact-match anchor text2. Overuse of exact-match domains3. Low-quality article marketing & blog spam4. Keyword stuffing in internal/outbound links
  22. 22. What Rand Fishkin can say about Google Penguin? Its (weirdly) not focused on improving search quality It appears to affect some of the worst spam (but not all) andsome very light forms of spam/manipulation (oddly) Not tied to on-page or on-site necessarily, though outlinks maybe looked at and several other updates occurred at similartimes (making it tough to reverse engineer what might havecaused a penalty) Appears to affect a disproportionate number of web serviceindustry sites (though that could be correlation, not causation) Not yet clear if this a rolling update (though there are signs itmay be) Left a lot of very strange, "empty" types of results in many ofthe spammiest verticals/SERPsVideo URL:
  23. 23. 1. Overly-optimized sites will continue to be targets.Based on Googles stated interest in stopping sites that intentionally manipulatethe natural search engine results pages (SERPs) from ranking well, well continueto see future algorithm changes designed to punish indicators of over-optimization.But simply saying "Dont over-optimize your site," isnt realistic, as theres no way toknow which specific optimization metrics Google is able to measure and track. Its alsonot possible to determine where the line between effective on-page SEO andover-optimization will be drawn.
  24. 24. 2. Visitor engagement matters more than ever.Another factor that I expect to be important in future ranking algorithm updates isthe level of visitor engagement occurring on a site. Since Google promotes the sitesthat its users will find valuable, one might assume that sites that demonstrate highengagement will be rewarded in future updates.Again, the specific metrics that the Google can detect and track in order to measurevisitor engagement arent immediately apparent. As a general rule, a few of the specificitems webmasters should focus on are the presence of customer reviews, articlecomments and social networking follow-through.
  25. 25. 3. Content quality will grow in importance.Although Google has made no secret of its desire to reward high-value content withtop SERPs rankings, too many webmasters still rely on keyword-optimized orcopied-and-pasted content to fill their pages.Even if your site wasnt affected by the Panda or Penguin updates, you shouldntassume that youre safe. Google has made every indication that it intends to weedout low value results from the search results. Getting your content quality up nowoffers one of the best opportunities to protect your site from future changes.
  26. 26. References
  27. 27. Yvette M. DivinoJr. SEO SpecialistTHANK YOUby: Yvette M. Divino

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