Panda-moniumHow to Panda-proof your content now

& for future algo-evolution

Suzanne McDonald

Boston Globe buyout after decades in news

Launched Designated Editor in 2008

Master’s in Mass Communications & Journalism

Founded Newport Interactive Marketers

Best practices and developments in

Search | Social | Usability | Behavioral

What’s so big about Panda?

Have to remember the core of Google’s

business 

http://web.archive.org/web/19981111183552/google.stanford.edu/

 Google is not the

government or the Armed Forces 

http://3.bp.blogspot.com/-22lE088cAsM/TVx0ys_dgEI/AAAAAAAAALs/ou87UcUdzH0/s1600/hm_armed_forces.jpg

Search engines’ #1 priority 

Google and Bing/Yahoo! exist to serve and protect their best

interests 

http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg

Search engines crave & need

As any blogger or affiliate marketer will tell you

While

&

may be all-powerful

They still have to contend with

http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg

… oops I mean

http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg

Who’s Google’s #1 client?We have to look way back to the start:

Google cared about people first  

Searchers! 

http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg

Rand Fishkin - http://www.masternewmedia.org/

Courtesy of Rand Fishkin & seomoz

Courtesy of Rand Fishkin & seomoz

Courtesy of Rand Fishkin & seomoz

How do we fix content& be better for it?

Quality content requires you

to get into searchers’ heads

Research where there’s an overlap

http://www.hubspot.com/Portals/53/images/Real-Time-Marketing-and-PR.jpg

Don’t let panda drive traffic 

Panda go-kart by Skwirlinator https://picasaweb.google.com/Skwirlinator

http://www.seathound.com/news/wp-content/uploads/2011/03/Crazy-Charlie-Sheen.png

Quality Content Resources User-generated content

Create incentives to prompt feedback

Social media influences users & search engines

Quality Content Resources

Quality Content Resources

Definition of quality content

Interests humans

Integrates SEO

Optimizes for social graph

Appease the Panda 

Your visitors & site will be the better for it

Chan Hyun Cheong https://picasaweb.google.com/103499678994135729764

Welcome to the panda picnic

Alan Hsu https://profiles.google.com/alanhsu.nyc#alanhsu.nyc/about