My PubCon Las Vegas 2015 presentation on Panda: How to recover form the Penalty Box.

1. Recovering
from the
Penalty Box
Panda

2. What i s Panda

3. What i s t he Panda Al gori t hm?
Google’s Panda Algorithm Update is a search filter introduced in February 2011 and has
had numerous updates that target new segments and release previously filtered
content/websites. This covers:
• Poor / Low Quality Content
• Duplicated Content
• Scraped Content
• Aggregated Content
• Poor User Experience
• Etc …
The goal was to improve the search results by removing “unworthy” content from the
tops results and improve Google’s user experience with quality results.

4. In my opinion:
Every website on the internet will
be affected by Google’s Panda filter
sooner or later – it may be negative,
positive or null, but every website
will all be subjected to Panda.

5. Panda’ s
Hi st ory

6. Panda Updat e Hi st ory
•28 verified Panda Updates
•1st
Panda Update was Feb 23rd
2011
•Updates targeting industries and site types
•Sept 23rd
2014 (Pandatory)
•Last Update July 17th
2015 (multiple month)

7. Moz Googl e Al gori t hm Change
Hi st ory
https://moz.com/google-algorithm-change

8. Panda Vi sual Hi st ory Ti mel i ne
http://marketingnomads.com/google-panda-timeline/

9. How t o
Ident i f y Panda

10. Panda Ident i f i cat i on Tool s
SEMRush
- http://www.semrush.com/info/domain.com+(by+organic)?db=us
Panguin Tool
– http://panguintool.barracuda-digital.co.uk/
Technical SEO Audit

11. Panda Case
St udi es

12. Si t e 1 – Unnamed (Educational Space)
4 to 4.5 Million unique visits per day from Google Organic with seasonality
Lost 66% of there traffic overnight
Dates line up with Panda v.4.1 Sept 2014
Steady decrease of traffic in Google Organic
SEMRush Data

13. Si t e 1 – Unnamed (Educational Space)
Direct connection to Google Analytics

14. Si t e 1 – Unnamed (Educational Space)
Issues:
•75% UGC on website.
•1000s of DMCA take down notifications per month
•Millions of indexed thin category and search pages
•Search rankings/traffic were artificially inflated with low quality
content

15. Si t e 2 – Unnamed (News and Lifestyle
Publication/TV Channel)
450k to 500k unique visits per day from Google Organic
Lost 60% of there traffic
Dates line up with Panda v.4.1 Sept 2014
No recovery with some issues fixed prior to Panda v4.2
SEMRush Data

16. Si t e 2 – Unnamed (News and Lifestyle
Publication/TV Channel)
Direct connection to Google Analytics

17. Si t e 2 – Unnamed (News and Lifestyle
Publication/TV Channel)
Issues:
•All content syndicated to larger publications without Cross-domain
canonical or embargo period.
•List view articles paginated for ad revenue without real content on
each paginated page.
•TV show content video pages with same content on every URL(s)
•Search rankings/traffic were artificially inflated with low quality
content
•80%+ of all content pages on website are orphaned after 60 days
(CMS)

18. Si t e 3 – Unnamed (Consumer Product Reviews)
•Possible Panda Filter – July 2015 (Panda v4.2)
•Lost Rankings on July 17th
& Aug 15th
for specific
page types
•Every Page with this template was filtered
•Not a confirmed Panda Link, but notable
•May be other update, but timing is suspect

19. Si t e 3 – Unnamed (Consumer Product Reviews)
Issues:
•Hidden Content through User Interaction
•Pagination without URL change
•May be related to other Google Update, but dates line up with
confirmed Panda updates within Google.

20. How t o Recover
f rom Panda

21. Googl e’ s Gui dance
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-
quality.html
•Would you trust the information presented in this article?
•Is this article written by an expert or enthusiast who knows the topic well, or is it more
shallow in nature?
•Does the site have duplicate, overlapping, or redundant articles on the same or similar
topics with slightly different keyword variations?
•Would you be comfortable giving your credit card information to this site?
•Does this article have spelling, stylistic, or factual errors?
•Are the topics driven by genuine interests of readers of the site, or does the site
generate content by attempting to guess what might rank well in search engines?
•Does the article provide original content or information, original reporting, original
research, or original analysis?

22. Googl e’ s Gui dance
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-
quality.html
•Does the page provide substantial value when compared to other pages in search results?
•How much quality control is done on content?
•Is the site a recognized authority on its topic?
•Is the content mass-produced by or outsourced to a large number of creators, or spread
across a large network of sites, so that individual pages or sites don’t get as much
attention or care?
•Was the article edited well, or does it appear sloppy or hastily produced?
•For a health related query, would you trust information from this site?
•Would you recognize this site as an authoritative source when mentioned by name?

23. Googl e’ s Gui dance
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-
quality.html
•Does this article provide a complete or comprehensive description of the topic?
•Does this article contain insightful analysis or interesting information that is beyond
obvious?
•Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
•Does this article have an excessive amount of ads that distract from or interfere with the
main content?
•Would you expect to see this article in a printed magazine, encyclopedia or book?
•Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
•Are the pages produced with great care and attention to detail vs. less attention to
detail?
•Would users complain when they see pages from this site?

24. www.marketingnomads.com
marketingnomads
@MarketingNomads
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