Panda, Penguin and Hummingbird

Presentation by: @josephwilebski

Who?What?When?Why?

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Panda, Penguin and Hummingbird

Google Yahoo!Bing

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

Who?

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Panda, Penguin and Hummingbird

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

Hummingbird – Contextual SearchEstimated August 20th, 2013

Panda – Content (webspam)February 23, 2011*

Penguin – Linking (webspam)April 24th, 2012

http://moz.com/google-algorithm-change

What?

When?Why?

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Panda, Penguin and Hummingbird

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

Tip: Use CTRL+F to search page

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What is Hummingbird?

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

•First full rewrite of the Google search algorithm since 2002

•Geared toward better search results but not necessarily targeting spam

•Understanding contextual and entity search• Not just strings• Some small words are no longer ignored in queries

• Mobile and voice search• Structured data…

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Hummingbird and Structured Data

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

•Structured Data•Understanding content and site structure•How does this play into ranking factors?• SERP Effects• Site Links• Knowledge Graph• Serving up different content based on

searchers device

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Structured Data Markup

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

•Microdata• Schema.org•Microformat• hcard•RDFa•Open Graph•Etc…

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Knowledge Graph & Site Links

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

More Site Links Knowledge Graph

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More Knowledge Graph

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

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Understanding your User and Searcher Intent

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

•User Metrics (at a very high level)• User behavior beyond bounce rate• Internal site search• Attribution and tracking

• Searcher experience (Google and your site)• Delivery of content• Speed• Device – m./responsive design/dynamic

serving• Location

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What is Panda?

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

•Panda – algorithmic update targeting:• Thin content• Content farms• Sites with large scale similar content• Sites with high ad-to-content ratios• Doorway or button pages

•Update frequency• Now usually updated monthly & rolled out over 7-10 days

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

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What is Penguin?

•Penguin – algorithmic update targeting:• Linking• Keyword stuffing

•Link Factors• Anchor Text• Link Quality• Where they are, what they are, how they got there, how

fast…• Can be affected site-wide or category based

Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski

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Filters vs. Penalties

•Penguin Filter• Algorithm-based• Will come back after next update upon repair• Updates have historically been about 6 months

apart• Massive engineering effort

•Manual Penalty• Must submit a reconsideration request

What’s Next?

Deliver the most unique relevant content as fast as possible!

Connect with me @josephwilebski