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Panda - how to recover from the penalty box

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My PubCon Las Vegas 2015 presentation on Panda: How to recover form the Penalty Box.

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Panda - how to recover from the penalty box

  1. 1. Recovering from the Penalty Box Panda
  2. 2. What i s Panda
  3. 3. What i s t he Panda Al gori t hm? Google’s Panda Algorithm Update is a search filter introduced in February 2011 and has had numerous updates that target new segments and release previously filtered content/websites. This covers: • Poor / Low Quality Content • Duplicated Content • Scraped Content • Aggregated Content • Poor User Experience • Etc … The goal was to improve the search results by removing “unworthy” content from the tops results and improve Google’s user experience with quality results.
  4. 4. In my opinion: Every website on the internet will be affected by Google’s Panda filter sooner or later – it may be negative, positive or null, but every website will all be subjected to Panda.
  5. 5. Panda’ s Hi st ory
  6. 6. Panda Updat e Hi st ory •28 verified Panda Updates •1st Panda Update was Feb 23rd 2011 •Updates targeting industries and site types •Sept 23rd 2014 (Pandatory) •Last Update July 17th 2015 (multiple month)
  7. 7. Moz Googl e Al gori t hm Change Hi st ory https://moz.com/google-algorithm-change
  8. 8. Panda Vi sual Hi st ory Ti mel i ne http://marketingnomads.com/google-panda-timeline/
  9. 9. How t o Ident i f y Panda
  10. 10. Panda Ident i f i cat i on Tool s SEMRush - http://www.semrush.com/info/domain.com+(by+organic)?db=us Panguin Tool – http://panguintool.barracuda-digital.co.uk/ Technical SEO Audit
  11. 11. Panda Case St udi es
  12. 12. Si t e 1 – Unnamed (Educational Space) 4 to 4.5 Million unique visits per day from Google Organic with seasonality Lost 66% of there traffic overnight Dates line up with Panda v.4.1 Sept 2014 Steady decrease of traffic in Google Organic SEMRush Data
  13. 13. Si t e 1 – Unnamed (Educational Space) Direct connection to Google Analytics
  14. 14. Si t e 1 – Unnamed (Educational Space) Issues: •75% UGC on website. •1000s of DMCA take down notifications per month •Millions of indexed thin category and search pages •Search rankings/traffic were artificially inflated with low quality content
  15. 15. Si t e 2 – Unnamed (News and Lifestyle Publication/TV Channel) 450k to 500k unique visits per day from Google Organic Lost 60% of there traffic Dates line up with Panda v.4.1 Sept 2014 No recovery with some issues fixed prior to Panda v4.2 SEMRush Data
  16. 16. Si t e 2 – Unnamed (News and Lifestyle Publication/TV Channel) Direct connection to Google Analytics
  17. 17. Si t e 2 – Unnamed (News and Lifestyle Publication/TV Channel) Issues: •All content syndicated to larger publications without Cross-domain canonical or embargo period. •List view articles paginated for ad revenue without real content on each paginated page. •TV show content video pages with same content on every URL(s) •Search rankings/traffic were artificially inflated with low quality content •80%+ of all content pages on website are orphaned after 60 days (CMS)
  18. 18. Si t e 3 – Unnamed (Consumer Product Reviews) •Possible Panda Filter – July 2015 (Panda v4.2) •Lost Rankings on July 17th & Aug 15th for specific page types •Every Page with this template was filtered •Not a confirmed Panda Link, but notable •May be other update, but timing is suspect
  19. 19. Si t e 3 – Unnamed (Consumer Product Reviews) Issues: •Hidden Content through User Interaction •Pagination without URL change •May be related to other Google Update, but dates line up with confirmed Panda updates within Google.
  20. 20. How t o Recover f rom Panda
  21. 21. Googl e’ s Gui dance http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high- quality.html •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?
  22. 22. Googl e’ s Gui dance http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high- quality.html •Does the page provide substantial value when compared to other pages in search results? •How much quality control is done on content? •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? •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?
  23. 23. Googl e’ s Gui dance http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high- quality.html •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?
  24. 24. www.marketingnomads.com marketingnomads @MarketingNomads marketingnomads

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