Post on 08-May-2015
description
Panda, Penguin and Hummingbird
Presentation by: @josephwilebski
Who?What?When?Why?
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Panda, Penguin and Hummingbird
Google Yahoo!Bing
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
Who?
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Panda, Penguin and Hummingbird
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
Hummingbird – Contextual SearchEstimated August 20th, 2013
Panda – Content (webspam)February 23, 2011*
Penguin – Linking (webspam)April 24th, 2012
http://moz.com/google-algorithm-change
What?
When?Why?
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Panda, Penguin and Hummingbird
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
Tip: Use CTRL+F to search page
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What is Hummingbird?
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
•First full rewrite of the Google search algorithm since 2002
•Geared toward better search results but not necessarily targeting spam
•Understanding contextual and entity search• Not just strings• Some small words are no longer ignored in queries
• Mobile and voice search• Structured data…
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Hummingbird and Structured Data
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
•Structured Data•Understanding content and site structure•How does this play into ranking factors?• SERP Effects• Site Links• Knowledge Graph• Serving up different content based on
searchers device
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Structured Data Markup
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
•Microdata• Schema.org•Microformat• hcard•RDFa•Open Graph•Etc…
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Knowledge Graph & Site Links
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
More Site Links Knowledge Graph
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More Knowledge Graph
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
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Understanding your User and Searcher Intent
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
•User Metrics (at a very high level)• User behavior beyond bounce rate• Internal site search• Attribution and tracking
• Searcher experience (Google and your site)• Delivery of content• Speed• Device – m./responsive design/dynamic
serving• Location
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What is Panda?
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
•Panda – algorithmic update targeting:• Thin content• Content farms• Sites with large scale similar content• Sites with high ad-to-content ratios• Doorway or button pages
•Update frequency• Now usually updated monthly & rolled out over 7-10 days
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
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What is Penguin?
•Penguin – algorithmic update targeting:• Linking• Keyword stuffing
•Link Factors• Anchor Text• Link Quality• Where they are, what they are, how they got there, how
fast…• Can be affected site-wide or category based
Panda, Penguin and Hummingbird Joe Wilebski / @josephwilebski
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Filters vs. Penalties
•Penguin Filter• Algorithm-based• Will come back after next update upon repair• Updates have historically been about 6 months
apart• Massive engineering effort
•Manual Penalty• Must submit a reconsideration request
What’s Next?
Deliver the most unique relevant content as fast as possible!
Connect with me @josephwilebski