In late September, Google updated the Panda algorithm. Panda 4.1, like previous versions of this algorithm, is primarily aimed at evaluating content. In this regard, it is important for marketers to understand how the new Panda will affect the content strategy of the projects being promoted. This question can be answered briefly: if you have a head on your shoulders, it will not affect in any way. Otherwise, the updated algorithm will finish what its predecessors did not by some chance: turn your approach to work upside down. Want details? Read on.
What's new in the Panda 4.1 algorithm
The following theses characterize the Panda family of algorithms:
- Panda does not like sites on which there is little content.
- The algorithm punishes resources with duplicate or non-unique content. The higher the proportion of such content, the stronger the punishment.
- Panda pessimizes machine pages, including machine translation.
- In early 2013, Google promised not to announce Panda updates, as this algorithm became an integral part of the overall search algorithm. However, the world's largest search engine did not partially keep its promise. He did integrate Pandu into a general algorithm, but announces major updates.
- In early 2014, Google promised to soften Panda to support small sites and small businesses.
At the end of September, Google engineer Pierre Far announced the launch of the Panda 4.1 algorithm. According to Mr. Farah, the updated Panda more accurately identifies low-quality content. Thanks to this issue will get more small and medium-sized sites with cool content.
Google considers positive redirection of traffic to small and medium sites. Apparently, the world's largest search engine sees this as a softening of the algorithm, allowing small and medium-sized businesses to rank higher. At the same time, the size of the site itself is not an advantage. Google prefers resources with quality content.
According to Google, the update of the algorithm should have affected from 3 to 5% of sites around the world. However, members of the popular Russian-language forum on search engines argue that in such cases, the declared figures must be increased by an order of magnitude. According to webmasters, updating the algorithm affects up to half of the resources.
How Panda 4.1 has influenced the ranking of sites
According to the company G-Squared Interactive, the updated algorithm had a negative impact on resources that fall under the following characteristics:
- Affiliate sites that contain insufficient amount of useful information. We are talking about resources, the only reason for the existence of which is to redirect traffic to acceptor sites.
- Sites on which content does not occupy a central place. For example, some webmasters post links, images or videos at the top of the page. And the text content is at the bottom of the page, moreover, because of the low quality, only robots read it.
- Sites with high-quality content that have blank pages, as well as pages that robots and live users cannot read.
- Sites abusing keyword stuffing, doorways, resources, earning with pop-up windows and automatic downloads.
- Content farms, aggregators, article directories.
According to the BrightEdge SEO agency, Panda 4.1 has particularly strongly affected some categories of resources:
- Information sites. Updating the Panda algorithm had a negative impact on general information resources, for example, Answers.com. Most of the affected sites are characterized by a lack of information strategy and low quality content. On the other hand, niche information resources offering high-quality content to the audience have won.
- Sites owned by a regional small business. A sharp increase in traffic was noticed by the owners of resources offering high-quality thematic content. Non-informative sites have lost ground, even if they have practically no competitors in their region.
According to SearchMetrics, as a result of updating the algorithm, Panda won news resources specializing in narrow topics, as well as thematic content projects. Medical sites and game resources have lost traffic. For example, the resource medterms.com lost about 40% of visitors. The negative impact of Panda 4.1 on medical sites is simply explained: owners of English-language medical portals often prefer to aggregate other people's content, rather than create their own.
According to the webmasters of Runet, Panda 4.1 had a negative impact on resources with the following characteristics:
- Sites abusing aggressive advertising.
- Sites abusing artificial links.
- Sites with a large number of outbound links.
- Sites using machine translation and rewriting.
How to change content strategy to win from Panda 4.1 update
If you yourself create user-friendly high-quality content about your business, follow this content strategy. Please note that the new version of the Panda algorithm gives you the opportunity to compete for traffic with large business sites, as well as with large information resources. You don't need huge budgets to rank above Svyaznoy or Sberbank. To bypass the monsters of the market, it is enough to create better content.
The following recommendations will help you eliminate strategic and tactical errors, as well as better adapt the resource to the new version of the Panda algorithm:
- Delete duplicate and borrowed content if you have not done so before. Avoid content syndication. This tool came under attack after the release of Panda 4.0, and with the update of the algorithm the punishment has become tougher.
- Work on quality content. Determine what content your readers want to receive. Satisfy the needs of the audience. This is the best thing you can do to placate Panda and other Google beasts.
- Focus on the chosen subject. If you produce plastic windows, tell users about the rules of their operation, design features and other important nuances. If you sell insurance policies and pension contracts, talk about it. Leave the macroeconomy and the situation in the commodity markets to specialized media.
- Pay attention to user happiness and usability. The Panda algorithm takes into account the behavioral metrics when ranking sites.
- Take care of every page of the site. Delete empty and uninformative pages, correct errors.
Panda 4.1 is not so terrible as trying to manipulate the issue
Google develops search algorithms to improve the quality of the issue. Already today, resources that have relied on a long-term development strategy and natural methods of advancement are winning Believe me, the new versions of the Panda algorithm will determine cheating even better and punish it even more. And sites that offer their own quality content to the audience will be encouraged.