panda 4.0: what marketers need to know

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1 What is Panda 4.0? Inside Google’s Latest Search Algorithm Update

2 Why Should Marketers Care? The Good, The Bad, and The Ugly

3 What Should Marketers Do Now? How to Recover & Future-Proof Search Rankings

4 How is Your SEO Holding Up? Get a Live Site Analysis to Find Out

On the Agenda


Say hello to Panda 4.0. / What is Panda 4.0

4.0 eats weak content for breakfast.


What makes 4.0 different?


/ What is Panda 4.0

Matt Cutts announced 4.0. 1

An announced update is a hint at major shifts to come.


/ What is Panda 4.0

This Panda is GIANT. 2

4.0 affects 7.5% of English queries compared to 1-2% from previous Pandas.


/ What is Panda 4.0

It’s a blueprint for future updates. 3

4.0 lays the ground work for future iteration.






On the Agenda


/ Why Should Marketers Care

The Good 1

Rule Book: 1. Create fresh, unique, quality content.

4.0 rewards marketers that play by the rules.

2. Build a modern, user-friendly website.


The Bad 2


4.0 has no patience for low-quality content.


The Bad 2


4.0 delivers a black hat penalty to sites that try to game search.

The Black Hat List: 1.  Dynamically created pages for the sole

purpose of search rankings. 2.  Sites relying on thin or scraped content. 3.  Unintentional : Using shared CDN’s


The Ugly 3


Source: Moz, “Panda 4.0, Payday 2.0, and eBay’s Very Bad Day”

Ecommerce took a hard hit.


The Ugly 3


Source: SearchEngineLand, “Did Google Panda 4.0 Go After Press Release Sites?”

PR sites took a tumble, as well.



2 Why Should Marketers Care? The Good, The Bad, The Ugly



On the Agenda


So, you’ve been hit by a Google Penalty.

Don’t panic & don’t rush!

/ What Should Marketers Do Now


First, identify the penalty.

Or, manual? Is it an algorithm? þ Message from Google in

Webmaster Tools account. þ Does drop in organic traffic

coincide with algorithm updates?

þ Moz’s Google Algorithm

Change History is a great resource.

Source: Search Engine Watch; Google Unnatural Links Manual Penalty: A Recovery Guide



Run a site-wide content quality check.


1

Cleanse your site of poor quality content signals.




1

# of Buyer Personas

# of Funnel Stages

Covered Topics

Possible Topics [ ] ( )

Pieces of content you need to cover your bases.

Calculate your search content gap.




1

Frequency matters.




1

High cost & competition

Low CVR

Low cost & competition

High CVR

One word phrases

Two word phrases

Long-tail, descriptive phrases

Keep your keyword strategy fresh. That means evergreen content, too.




1

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

Ace keyword mapping and internal linking structure.


You only have 7 seconds to answer these 2 critical questions:

1 Where am I?

2 What can I do here?

Why should I do it? 3

Optimize for the best UX possible.


2

The rest of the page should answer this question.




2

Test your site across devices!




2

Source: SmashingMagazine, “SEO for Responsive Websites”

Check load time with Google’s PageSpeed Insights.


Or, launch your manual penalty plan.

2

3

Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

1

4

Resubmit your site for Google reconsideration. 5







On the Agenda


LIVE SITE ANALYSES


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”

panda 4.0: what marketers need to know

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