panda ranking signals semne june 15
DESCRIPTION
Eric Enge reviews Panda Ranking Signals. This includes how it was built, tools used by Google for measurement, and the types of metrics that Google may be using.TRANSCRIPT
The Google Panda Update and Beyond
2
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
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)– Content Quality
@stonetemple
How Ranking Used to Work24% Trust/Authority of Domain22% Link Popularity of Page20% InBound Anchor Text15% Keyword Usage7% Traffic / Click-Through Data6% Social Graph Metrics5% Registration / Hosting Data
Source SEOmoz RankingFactors Survey (2009)
@stonetemple
What it Might Look Like Now
20% Trust / Authority of Domain 18% Trust / Authority of Page 16% Inbound Anchor Text12% Engagement Signals11% Keyword Usage10% Content Quality9% Social Media4% Registration / Hosting
Source: ME
20%
18%
16%
11%
10%
12%
9% 4%
@stonetemple
7
=
@stonetemple
Manual Classification of Test Sites
TestSiteSet
ManualAnalysis
usa.govmit.edu
ehow.comsuite101.com
Good!
Bad!
usa.govmit.eduehow.comsuite101.com
Human ratersChrome Blocklist Ext.
Blocked Search Results
@stonetemple
Extracting Key ParametersGoodSites
BadSites
1. Unique Content2. Low Bounce Rates...
Good SiteCharacteristics
ParameterExtraction
Bad SiteCharacteristics1. No Unique Content2. High Bounce Rates...
@stonetemple
Running the AlgoAll
Sites
Web SiteClassifier
usa.govmit.edu
ehow.comsuite101.com
Good!
Bad!
@stonetemple
Scoring the AlgoAlgo Classified Manual Classified
Good!
Bad!
Good!
Bad!
Doc 1Doc 3Doc 5Doc 7...
Doc 1Doc 2Doc 5Doc 7...
Doc 2Doc 4Doc 6Doc 8...
Doc 3Doc 4Doc 6Doc 8...
+1-1+1+1
-1
+1+1
+1
Score: 4 @stonetemple
Tuning the AlgoAll
SitesAlgo
Score theAlgorithm
Parameter Adjustments
Output Data
Manual Data
@stonetemple
Myths
@stonetemple
No way to get whitelisted
http://searchengineland.com/google-weve-made-no-significant-changes-to-the-farmer-update-66591
@stonetemple
There is no blacklist
@stonetemple
Tools for Measuring Behavior
@stonetemple
66 to 67% market sharein the US
@stonetemple
@stonetemple
@stonetemple
AdSense
• CTR on AdSense ads is another signal• Low CTRs is an indicator of a spammy
page• Another indicator: Ad Bounce rates
– http://www.bayardo.org/ps/kdd2009.pdf
@stonetemple
@stonetemple
Toolbar Sees All!
• Everywhere you surf!• Bounce rate• Time on site• Page views per visitor• Repeat visitors• Where users go when they leave your site
@stonetemple
Google Reader (56%)
@stonetemple
Walled Garden – No Problem!
@stonetemple
Android
Source: comScore via Gigaom
@stonetemple
The New Kid on the Block!
@stonetemple
User Behavior
@stonetemple
Search Results Interaction
@stonetemple
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
@stonetemple
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
@stonetemple
Pages Per Visit
• Easy to measure in analytics• Easy to measure with the Google Toolbar
@stonetemple
Brand Searches
32@stonetemple
Print Pages
33@stonetemple
Scroll Bar Usage
34@stonetemple
Social Metrics
@stonetemple
Searcher Ratings
36@stonetemple
Chrome Blocklist Extension
@stonetemple
A Direct Thumbs Down!
@stonetemple
Site Previews
@stonetemple
Use of Site Preview
• Users sees a snapshot of your site• What if they get a preview but don’t click?
@stonetemple
+1 Usage in Search Results
@stonetemple
+1 for Websites Available Too
42@stonetemple
Content Analysis
43@stonetemple
Reading Level
44@stonetemple
Spelling!
45
Zappos SpendingMillions to EditUser GeneratedComments
@stonetemple
Keyword Stuffing
46@stonetemple
Synonyms
47@stonetemple
Ad Density
48@stonetemple
Sameness
Do we reallyNeed 2.54MillionResults?
@stonetemple
1st Sample Site on FrogsHere is some info on Frogs:
• Frogs are green• Frogs live in water• Frogs like to jump• Frogs are not toads
Thanks for reading our article on frogs.
50@stonetemple
2nd Sample Site on Frogs
Frogs are interesting creatures partly because they are green. Many people do not realize that they are not toads. Frogs like to jump and live in water.
51@stonetemple
3rd Sample Site on Frogs
While often confused with toads, frogs are not the same as toads. Here are some key facts:
• Color: green• Habitat: Water• Locomotion: Jumping
52@stonetemple
User Interaction
• This user wants to know what frogs eat:
http://www.youtube.com/watch?v=sN37Fn3Hw8E&feature=related
53@stonetemple
Must Find Ways to Add ValueManufacturer Supplied Text?
@stonetemple
Panda is a Fundamental Shift
@stonetemple
1998 - 2010SEO
Mindset?
56@stonetemple
57@stonetemple
Sites hit by Panda want this …
58@stonetemple
But this is more likely …
59@stonetemple
Panda Recoveries To Date
60@stonetemple
Classic Marketing
• Target Audience• What they want• Unique Selling
Proposition• Engaging
Experience• Effective
Promotion
61@stonetemple
Some Ideas
• Establish Authority• Unique Viewpoint• New Information / Data• User Generated Content• Kill weak pages• Offer unique tools• New media (videos)
@stonetemple
Be Surgical
@stonetemple
Be Heartless
64@stonetemple
Know the Goal
@stonetemple
Thank You!
Eric Enge
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card