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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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Presentation Transcript
who am i
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
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
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
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
Pages Per Visit
  • Easy to measure in analytics
  • Easy to measure with the Google Toolbar
sameness
Sameness

Do we really

Need 2.54

Million

Results?

must find ways to add value
Must Find Ways to Add Value

Manufacturer Supplied Text?

no way to get whitelisted
No way to get whitelisted

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

how ranking used to work
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
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
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
Address Engagement
  • Measure It
  • Improve it
how to improve
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
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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