Value/Importance: [rating=5]
Recommended link: Search Engine Land Analysis by Barry Schwartz
It’s a statement to strike fear into the heart of anyone who relies on organic visits from Google for their business or their clients’ business. Google’s head of web spam Matt Cutts announced today that a major new algorithm update is now rolling out:
Google is rolling out our Panda 4.0 update starting today.
— Matt Cutts (@mattcutts) May 20, 2014
Marketers are bound to be alarmed given the impact of the first Panda update on some sites like this one, highlighted in an article by James Gurd on how to review SEO visits and changes through time.
Given the impact on sites throughout the history of Panda outlined below, it’s important for all business to review their natural search visits closely over the next few weeks for unexpected declines.
We recently published a post on How to identify Google Penalties which could be useful - this features a troubleshooting infographic and 5 key sources of information to review about new algorithm updates.
You should also check your Google Analytics, but now that the majority of keywords will be masked by Google Analytics you should use the Google Analytics SEO queries tool as explained in this tutorial by Gavin Llewellyn.
Details are limited so far, Google hasn't added any detail beyond Matt Cutt's tweet although he also tweeted the Search Engine Land article and it looks like he has briefly briefed them. They describe the latest Panda update as:
"Panda 4.0 must be a major update to the actual algorithm versus just a data refresh...From talking to Google, it sounds like this update will be gentler for some sites, and lay the groundwork for future changes in that direction.
Google told us that Panda 4.0 affects different languages to different degrees. In English for example, the impact is ~7.5% of queries that are affected to a degree that a regular user might notice."
If you’re not a full-time SEO, this may not be obvious or a reminder could be helpful? Panda is the name for a series of major algorithm updates by Google dating from early in 2011 which were aimed at reducing the visibility of low-quality sites with “thin” content. It was originally known as Farmer since it’s aim was to reduce the visibility in the search rankings of “article farm” sites where webmasters could submit low quality keyword stuffed articles to sites targeting specific anchor text. It also penalised “scraper” sites where content was copied from other sites, but this was, in fact an existing filter. Article and review sites or “Made for AdSense” sites featuring ads above content were also penalised by the update. Sites featuring high quality unique content such as publisher sites, blogs and brand sites were less affected.
We reported this analysis from Searchmetrics which showed the impact of the updated on these types of sites.
Daniel Rowles summarised Panda algorithm updates that continued throughout 2012 and 2013 which gives further details on what Google is looking for in this update. For more depth, Bill Slawski of SEO by the Sea reported on a Patent for Panda granted to Google which sheds more light on the link analysis used in this update.
Expert members should also check our 7 Steps to successful SEO guide which explains the difference between Panda and Penguin for non-specialist SEOs and steps to take to avoid or escape from penalties.
We will update this post as details on the new algorithm and stories of its impact emerge. Do let us know what you’ve seen if you manage several different sites.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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