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The Panda Update

The Panda Update. Who Am I?. Co-author of The Art of SEO President of Stone Temple Consulting 20+ person SEO and PPC firm Trainer for Instant E-Training Founder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far

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The Panda Update

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  1. The Panda Update

  2. Who Am I? • Co-author of The Art of SEO • President of Stone Temple Consulting • 20+ person SEO and PPC firm • Trainer for Instant E-Training • Founder of Web Site Publishing Companies • Publish web sites, grow them, then sell them • 2 significant exits so far • On Twitter: @stonetemple

  3. 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

  4. 1. User Engagement

  5. 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

  6. 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

  7. Pages Per Visit • Easy to measure in analytics • Easy to measure with the Google Toolbar

  8. Search Results Interaction

  9. Chrome Blocklist Extension

  10. Site Previews

  11. Social Metrics

  12. Social News Sites

  13. 2. Is this you?

  14. Sameness Do we really Need 2.54 Million Results?

  15. 3. Thin content

  16. Must Find Ways to Add Value Manufacturer Supplied Text?

  17. 4. Myths

  18. No way to get whitelisted http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591

  19. There is no blacklist

  20. 5. This is a Fundamental Shift

  21. How Ranking Used to Work 24% Trust/Authority of Domain 22% Link Popularity of Page 20% InBound Anchor Text 15% Keyword Usage 7% Traffic / Click-Through Data 6% Social Graph Metrics 5% Registration / Hosting Data Source SEOmoz Ranking Factors Survey

  22. What it Might Look Like Now 21% Trust/Authority of Domain 19% Link Popularity of Page 18% InBound Anchor Text 11% Keyword Usage 7% Traffic / Click-Through Data 20% Engagement Metrics 4% Registration / Hosting Data 4% 21% 20% 7% 19% 11% 18% Source: ME

  23. What to do?

  24. Kill Weak Pages - FAST

  25. Or Repair Them

  26. 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

  27. Address Engagement • Measure It • Improve it

  28. 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

  29. Be Surgical

  30. Know the Goal

  31. Thank You! Eric Enge eenge@stonetemple.com @stonetemple (508) 485-7751 www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop off a business card

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