Business owners know that in order to drive ample traffic to their websites, they must employ techniques that land them at the top of Google search engine results. With the right content and keywords, companies benefit from more clicks and increased website traffic, increasing their customer base.
However, search engine optimization can be a complicated game, with standards constantly evolving to reflect the true quality of a website’s content. With Google’s new Panda algorithm, it isn’t enough to pad a website with keyword-rich marketing collateral; companies must generate content that is informative and engaging.
By learning more about the way Google rankings currently operate, you can discover how to implement a content marketing strategy that raises your company’s virtual profile, attracts customers, and ultimately improves your bottom line.
How Panda 4.0 Changed the SEO Game
Before Google implemented Panda, search engine results often granted higher rankings to websites heavy in keywords, but low on substance. This became frustrating for users, who took to the internet to find answers to their questions and instead found piles of marketing collateral that were search engine optimized to uselessness.
Then, in February 2011, the Panda algorithm came along. This filter is informed by Google Quality raters that score websites based on factors like trustworthiness and authority. Instead of rating specific pages on a website, it ranks an entire website or one section, providing a more accurate picture of its quality.
Introducing Panda immediately gave the edge to sites with higher quality content, such as news and social networking sites. The casualties included websites with high amounts of marketing content, an unfortunate portion of which were small businesses.
Qualities of Google-Friendly Websites
Although it now takes more effort to craft a website that passes Panda’s muster, a few tweaks to your content can yield massive results. According to the search engine itself, Google-friendly websites incorporate the following characteristics:
Informative. Keywords are still key, but they should be included in content that is highly useful to the reader and doesn’t seek only to market a product.
Natural links. When other websites find your content and decide to link to it, Google detects this using text-matching techniques that categorize links as “votes.” However, the Panda algorithm can also detect when links are placed only to make a site appear more popular.
Accessible. Logical link structures are essential to search engine friendly sites. Make sure every page can be reached by one or more static text links.
Honest. Deceptive practices such as keyword lists, “cloaked” pages, “crawler only” pages, and multiple URLs aren’t worth the effort. It is always better to create usable content that you intend users to read and enjoy.
Ultimately, Google’s changes to search engine rankings are a positive outcome for businesses and consumers alike. They offer companies an opportunity to generate relevant and valuable content that will establish them as thought leaders in their industries. At the same time, individuals searching for information, products, or services are now more likely to locate businesses that can meet their needs.
In short, Panda 4.0 equips your company with the ability to use search engine results to connect with the consumers that are most likely to convert. It’s a win-win for everyone involved.
How has Panda 4.0 had an effect on your company? Tweet at us or share with us in the comments below!