Google's Panda - A Case Study
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Jonathan StewartHead of Search & Social Media
[email protected]://twitter.com/jonaths
Google’s Panda – A Case Study
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What I’m Going To Talk About(1) What is Panda?(2) How it affected Review Centre(3) The actions we took(4) The results(5) Other observations
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How to Pour Water From a Pitcher
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“An algorithmic improvement designed to help people find more high-quality sites in search”Amit Singhal
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Panda Timeline
Panda 1.0
Panda 2.0
Panda 2.1
Panda 2.2
Panda 2.3Feb 24th
April 11th
May 10th
June 16th
July 23rd
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Search Metrics
“Reviewcentre.com is in absolute numbers the biggest loser”Search Metrics
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“You’re not a good SEO until you’ve been hit by a penalty.
A real big one.”
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• User Metrics–Aggressive ads–Poor Site Design
•Weak Content
Panda Theories
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Panda Effect
• Sitewide penalty–All pages effected–EXCEPT forum pages
• Short-tail, generic KWs hit hardest
• “Review” KWs not hit
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Panda Effect
• KWs Including “review”
• KWs Excluding “review”
• Google UK traffic
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What Did We Do?
• Site Redesign• Decreased Ad Density• Improved Social Sharing• Noindexed Weak Content• Removed Duplicate Content
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New Website Design
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New Website Design
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Noindex• “In cases like this, Google’s Maile Ohye
recommended using a <meta name=robots content=noindex> …until they have unique and high-quality content on them.”
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Removed Duplicate Content
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The Panda Cycle
Google Crawls
Changes
Google Reruns Panda
Make Changes
4 weeks 6 weeks
5 weeks~4 months
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Results• Went live on the 25th May• July 27th reverted to previous Adsense layout
• We’ve seen no reversal of Panda
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23 Questions of DoomWould you trust the information presented in this article?
Is this article written by an expert…, or is it more shallow in nature?Does this article have
spelling, stylistic, or factual errors?How much quality control is done on content?Is the content mass-produced by or outsourced to a large number of creators?
Was the article edited well?
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Cumulative Panda Theory
Review Centre Tripadvisor05
101520253035404550
Pand
a Sc
ore
Websites
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Review Centre Tripadvisor05
101520253035404550
Cumulative Panda TheoryWould you trust the information presented in this article?
Pand
a Sc
ore
Websites
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Review Centre Tripadvisor05
101520253035404550
Cumulative Panda TheoryWas the article edited well?
Pand
a Sc
ore
Websites
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Review Centre Tripadvisor05
101520253035404550
Cumulative Panda TheoryWould you recognize this site as an authoritative source when mentioned by name?
Pand
a Sc
ore
Websites
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Recap• Actions we took– Site Redesign– Blocked Weak Pages– Removed Duplicate Content
• 3 months on - no return from Panda!• Reducing Adsense– No Impact After 2 months
• What next?– Consolidating Content
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Panda Resources• Google’s 23 Questions for Pandalized Websites• Is Panda Crushing Your Website• The Panda in the Room• Google Usage of User Engagement Metrics• Panda – Nothing Seems to Work• Panda Slapped Quality Sites• Traffic Trends for Pandalized Sites• DaniWeb – 110% Recovery• Google Panda Update Recovery
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