Businesses and consumers seek answers to questions many times each day. The internet provides a simple way to do research and seek out answers to those questions instantaneously. Typically, those questions are typed into a search engine, leveraging by and large, Google’s search engine. Most B2B marketers understand that concept and leverage internet marketing to get found when their target audience is asking questions on Google.
Google updates their search engine algorithm hundreds of times per year. Practitioners of search engine optimization are constantly studying, learning, and testing strategies to get found in Google’s search engine results pages. There are On-Page and Off-Page factors that help search engine algorithms determine the content that exists on each web page and how valuable/relevant that content is for the end user: The business or consumer performing the search query on Google.
Google Panda Updates
In February 2011, Google launched their first “Panda” algorithm update, which was intended to combat “content farms” and spammy websites that would simply scrape other websites and monetize that duplicate content with Google AdSense Ads. The business model of the “content farm” is to produce as much content as possible using keywords, and semantic variations of those keywords that were continuously searched on Google. Each article would be well optimized from an “on-page” seo perspective but the quality of the content was lacking. Since these “content farms” produced so much content on a daily basis and were “well optimized” from an SEO perspective, Google’s algorithm rewarded that low quality content.
In theory, the goal of the Panda update was to algorithmically identify websites with “low quality” content and reduce the value of those web pages from search engine results pages and ultimately present the most relevant, original, “high quality” web pages in their search engine results pages. Many websites lost search engine results rankings and subsequently web traffic and revenue. Some of those websites included: HubPages.com, Ezinearticles.com, Associatedcontent.com and Mahalo.com.
A detailed history of the Panda Updates was written by a trusted source, Neil Patel, co-founder of two web analytics start-ups, Crazy Egg and KissMetrics. Please read that post before moving on.
SEO Advice After The Original Google Panda Update, But Prior To Google Panda 2.5
Some tips SEO practitioners gave to those websites hit hard by the original Panda Updates include but are not limited to:
- Produce original, high quality content (i know, really vague). Read: Don’t scrape other web pages and reproduce that content and present it to Google as if that content is your own
- Delete or de-index those pages of low quality. By low quality, I am referring to those pages that do not get much web traffic and do not have many inbound links (these are typically pages that are unoriginal)
- Optimize your website for Page Speed. If your server loads your pages slowly, studies have shown there is correlation between rankings and page load speeds. How do you optimize your web page for speed? Well, you can contact Willie Jackson, or if you are a web developer, make sure you are optimizing your html/css/php/etc code, use content delivery networks and use a reliable web host (NOT GO-Daddy).
- High Advertisement to Content Ratio. If you have a ton of advertisements on your web pages and not much content, Google understands the goal of your web page is to get Ad impressions and clicks.
- Pages with low views or high bounce rates. Dig into your google analytics or any web marketing analyitcs pages to understand why there are low page views or high bounce rates. Maybe there are not many inbound links or maybe the content on that particular page is not up to par with other pages on the web. Perhaps, re-write the content on that page to better reflect the search query you are targeting or add more original, detailed content on the page topic.
B2B Marketers in a Post-Google Panda 2.5 Web
I’ve written in the past how YouTube can help B2B Marketers, which got some interesting comments. Sure enough, the Google Panda 2.5 Update rewards YouTube. Danny Sullivan, Founder of SearchEngineLand.com takes a deep look into who the winners and losers are for the Google Panda 2.4 update are. Look at the Top SEOs and see how Video is always a part of their arsenal. For Example, Aaron Wall of SEObook.com has Youtube Videos with keyword heavy anchor text in the sidebar of every blog article on SEObook.com. Rand Fishkin of SEOMoz.com has been running Whiteboard Friday for years, offering free SEO tips.
Build Your Brand with Video in a Post-Google Panda 2.5 Web
Want to win in a post-google panda 2.5 web? Start producing original B2B Video Content. Optimize the Video Title, description, then upload to your brands Youtube channel. Embed your B2B video content within blog articles and share that content on social media networks. As you know, having a successful b2b marketing brand presence requires an SEO strategy along with a Social Media plan. Consider adding Video and a branded YouTube channel to your B2B marketing arsenal.
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