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Trends, Developments
and Best Practice in
Search Marketing
Best Internet 2011
Kelvin Newman
@kelvinnewman
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Google Panda
Text
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hit content farms
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“An algorithmic improvement designed to help
people find more high-quality sites in search”
Amit Singhal
Panda Timeline
Feb 24th May 10th July 23rd
Panda 1.0 Panda 2.0 Panda 2.1 Panda 2.2 Panda 2.3
April 11th June 16th
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Search Metrics
“Reviewcentre.com is in absolute
numbers the biggest loser”
Search Metrics
Panda Theories
• User Metrics
–Aggressive ads
–Poor Site Design
• Weak Content
Panda Effect
• Sitewide penalty
–All pages effected
–EXCEPT forum pages
• Short-tail, generic KWs hit hardest
• “Review” KWs not hit
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Panda Effect
Google UK traffic
KWs Including “review”
KWs Excluding “review”
What Did ReviewCentre Do?
• Site Redesign
• Decreased Ad Density
• Improved Social Sharing
• Noindexed Weak Content
• Removed Duplicate Content
Old Website Design
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New Website Design
Noindex
• “In cases like this, Google’s Maile Ohye recommended
using a <meta name=robots content=noindex>
…until they have unique and high-quality content on
them.”
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Removed Duplicate Content
The Panda Cycle
Google
4 weeks Crawls
6 weeks
Changes
Google
Make
~4 months Reruns
Changes
Panda
5 weeks
Results
• Went live on the 25th May
• July 27th reverted to previous Adsense layout
• We’ve seen no reversal of Panda
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19. 23.09.2011
23 Questions of Doom
Would you trust
the information Is this article written
presented in this by an expert…, or is
article? it more shallow in
Does this article have nature? the article
Was
spelling, stylistic, or factual edited well?
errors?
How much quality control is
done on content?
Is the content mass-produced by or outsourced
to a large number of creators?
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Cumulative Panda Theory
Panda Score
Websites
Cumulative Panda Theory
Would you trust the information presented in this article?
Panda Score
Websites
Cumulative Panda Theory
Was the article edited well?
Panda Score
Websites
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Cumulative Panda Theory
Would you recognize this site as an authoritative source when mentioned by name?
Panda Score
Websites
Some Great
Ways to Build
Links
Surveys
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Universities
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Podcasting
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PPC
Trends
Search Engine Results Pages
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Paid 4
3
Non Paid
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Over 50% of the SERP “real estate” is
paid search
Super Sizing Your PPC Advert
FREE Advert Extensions
Ad Sitelinks
•Product Extensions
•Google Places
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Ad Sitelinks
Up to 4 additional deep links in to your site.
Increases visibility
• Makes advert more relevant to the searcher
• Increases click through rate
• Increases conversion rate
Product Extension
Linked to Google Merchant Centre
Only displays Products available
• High click through rate
• Better quality of traffic
• More likely to convert
Product Extension
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Location Extension
Linked to Google Places Optimised for SEO
Higher Visibility Better quality of traffic
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