Google is constantly changing its algorithm with the aim of making search more useful and effective. With its latest Panda update, Google has implemented changes that SEO experts are already observing and measuring. Known as “Panda 4.1” the update supposedly helps websites with quality content and penalizes those with poor content. From Google:
“Based on user (and webmaster!) feedback, we’ve been able to discover a few more signals to help Panda identify low-quality content more precisely. This results in a greater diversity of high-quality small- and medium-sized sites ranking higher, which is nice.”
Businesses that invest time and money in online marketing are wise to pay attention to how the updates affect their online strategies. Here are ten things you should incorporate into your strategy or have your online marketing team get on immediately (if they haven’t already started).
1.More content is good. Don’t skimp on the content! Websites with more content pages have an advantage over sites with a low page count. Don’t have enough content? It’s an easy fix. Start a blog and keep adding content regularly, or consider creating targeted location pages.
2.Better content is better. More pages doesn’t necessarily equal better results. Even if your site has a lot of pages, the Panda update wags the finger at “thin” content and prefers more and varied content on the page. In fact, SearchMetrics compiled a list of sites that got penalized by Panda, and it’s mostly medical and lyrics websites. Does your site look anything like the ones that got penalized? Do a quick site audit and identify pages with skimpy content. Then, simply give them a refresh.
3.Provide value. It goes without saying, but don’t be spammy. Content that exists simply to pack in keywords isn’t looked on favorably. Think about who your audiences are and give them content that is useful, enlightening, and actionable.
4.Be original. Duplicate content has been a faux pas with the search engines for a while now, but it’s now even more important to make sure you’re not simply copying and pasting.
5.Be timely. Content that is timely not only provides a boost in search traffic, it helps your ranking. Think about current topics or what people might be searching for and provide your own useful angle on what’s going on.
6.Be relevant. Relevance and usefulness go hand in hand. Are you solving a problem or providing answers? Do some research and find out what’s pertinent to your potential customer’s needs and add content that reflects that.
7.Stand out from the rest. With Panda, smaller and medium-sized businesses have a chance to stand out from their larger competitors. What is your value proposition? Are you communicating that through your content?
8.Be trustworthy. The“trustworthiness” of a site is a big factor with Panda. Google needs to know you’re a trusted authority and not a spammer or even a content aggregator. Add content to your site that shows you know your stuff!
9.Change images as well as content. Some SEO experts have discussed the detriment of using the same logo on every page of a site without any additional images or rich content. Consider adding photos to provide context to your content and to create unique pages.
10.Drive engagement. How many comments or likes did your content get? Google highly values views and clicks, and the “viralness” or popularity of a post can be a good indicator that your content is useful and relevant. Think about creating content that drives engagement.
As Google continues to update its algorithm, marketers and webmasters have their work cut out for them. But with an experienced online marketing team by your side, your small to medium-sized business stands to benefit from the changes. The experienced team at IntelliBright is here to help you get more conversion in less time.Contact Us now.