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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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Who am i l.jpg
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


What was it all about l.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



Bounce rate l.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


Time on site l.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


Pages per visit l.jpg
Pages Per Visit

  • Easy to measure in analytics

  • Easy to measure with the Google Toolbar








Sameness l.jpg
Sameness

Do we really

Need 2.54

Million

Results?



Must find ways to add value l.jpg
Must Find Ways to Add Value

Manufacturer Supplied Text?



No way to get whitelisted l.jpg
No way to get whitelisted

http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591




How ranking used to work l.jpg
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


What it might look like now l.jpg
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





How to repair l.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


Address engagement l.jpg
Address Engagement

  • Measure It

  • Improve it


How to improve l.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




Thank you l.jpg
Thank You!

Eric Enge

[email protected]

@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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