The Panda Update
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Transcript of The Panda Update
![Page 1: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/1.jpg)
The Panda Update
![Page 2: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/2.jpg)
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
![Page 3: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/3.jpg)
What was it all about?
• Panda targeted at content farms?• Broader than that• Real Question: How good is your content?
– User engagement (compared to competition)– Sameness/me-too-ishness– Content Quality
![Page 4: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/4.jpg)
1. User Engagement
![Page 5: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/5.jpg)
Bounce Rate
• Google Analytics– Did the user view only one page?
• Google Toolbar– One page? How long on page?
• Search Results Interaction– Time between click through to back to results
![Page 6: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/6.jpg)
Time on Site
• Hard to measure with Analytics– Measures time from 1st page view to start of last
page view
• Easier to measure with Google Toolbar– Can see when they go to another site
![Page 7: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/7.jpg)
Pages Per Visit
• Easy to measure in analytics• Easy to measure with the Google Toolbar
![Page 8: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/8.jpg)
Search Results Interaction
![Page 9: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/9.jpg)
Chrome Blocklist Extension
![Page 10: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/10.jpg)
Site Previews
![Page 11: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/11.jpg)
Social Metrics
![Page 12: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/12.jpg)
Social News Sites
![Page 13: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/13.jpg)
2. Is this you?
![Page 14: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/14.jpg)
Sameness
Do we reallyNeed 2.54MillionResults?
![Page 15: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/15.jpg)
3. Thin content
![Page 16: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/16.jpg)
Must Find Ways to Add ValueManufacturer Supplied Text?
![Page 17: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/17.jpg)
4. Myths
![Page 18: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/18.jpg)
No way to get whitelisted
http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591
![Page 19: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/19.jpg)
There is no blacklist
![Page 20: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/20.jpg)
5. This is a Fundamental Shift
![Page 21: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/21.jpg)
How Ranking Used to Work24% Trust/Authority of Domain22% Link Popularity of Page20% InBound Anchor Text15% Keyword Usage7% Traffic / Click-Through Data6% Social Graph Metrics5% Registration / Hosting Data
Source SEOmoz RankingFactors Survey
![Page 22: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/22.jpg)
What it Might Look Like Now
21%
19%
11%18%
7%
20%
4%21% Trust/Authority of Domain19% Link Popularity of Page18% InBound Anchor Text11% Keyword Usage7% Traffic / Click-Through Data20% Engagement Metrics4% Registration / Hosting Data
Source: ME
![Page 23: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/23.jpg)
What to do?
![Page 24: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/24.jpg)
Kill Weak Pages - FAST
![Page 25: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/25.jpg)
Or Repair Them
![Page 26: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/26.jpg)
How To Repair?
• User Generated Content– Not enough traffic? Try Facebook Contests to get
it
• Replace thin content with deep content (or at least original content)
• Offer unique tools
![Page 27: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/27.jpg)
Address Engagement
• Measure It
• Improve it
![Page 28: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/28.jpg)
How To Improve?• Enticing cross links• Great tools / content• Videos• Contests, prizes, surveys, …• Figure out how to get users to spend
more time with your site!• If all else fails: Disable the back button
of their browser
![Page 29: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/29.jpg)
Be Surgical
![Page 30: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/30.jpg)
Know the Goal
![Page 31: The Panda Update](https://reader036.fdocuments.net/reader036/viewer/2022062309/56813553550346895d9cb3c9/html5/thumbnails/31.jpg)
Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or
drop off a business card