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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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The Panda Update

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The panda update l.jpg

The Panda Update


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


1 user engagement l.jpg

1. User Engagement


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


Search results interaction l.jpg

Search Results Interaction


Chrome blocklist extension l.jpg

Chrome Blocklist Extension


Site previews l.jpg

Site Previews


Social metrics l.jpg

Social Metrics


Social news sites l.jpg

Social News Sites


2 is this you l.jpg

2. Is this you?


Sameness l.jpg

Sameness

Do we really

Need 2.54

Million

Results?


3 thin content l.jpg

3. Thin content


Must find ways to add value l.jpg

Must Find Ways to Add Value

Manufacturer Supplied Text?


4 myths l.jpg

4. Myths


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


There is no blacklist l.jpg

There is no blacklist


5 this is a fundamental shift l.jpg

5. This is a Fundamental Shift


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


What to do l.jpg

What to do?


Kill weak pages fast l.jpg

Kill Weak Pages - FAST


Or repair them l.jpg

Or Repair Them


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


Be surgical l.jpg

Be Surgical


Know the goal l.jpg

Know the Goal


Thank you l.jpg

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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