Google’s Panda update is an algorithm change that assesses the quality of a websites content to make sure that a website is not benefiting from “Black Hat” or “Spammy” techniques.
The Panda update is therefore fixated on increasing the quality of the search engine results by weeding out, low quality content that has flouted the rulebook.
Poor quality content could take the form of duplicated content, or content marketing which is being keyword stuffed for example.
There are other low quality methods as well such as “Cloaking” and “Doorway pages for example”.
Google is therefore looking to reward high-quality written content and penalise low quality content, that is looking to manipulate the search engine in order to try and increase a pages ranking position.
How will this affect Small Businesses?
Many small businesses may have tasked people within their office to carry out Seo in the past where they might not have had much of an understanding of online marketing.
It is therefore important to look at your website and conduct an SEO audit, this is to make sure that the content has not been duplicated across pages, or low quality techniques have been used.
It is therefore important to come up with high-quality content which offers a good user experience and is unique and original to your business.
You should get rid of any content which is duplicated, or has cloaking issues, whereby you are hiding keywords from visitors to your website.
How should I adapt my Online Marketing strategy for this algorithm change?
Your online marketing strategy should be altered so that you promote high-quality content, which has been well researched and has had time taken to produce this work.
You should therefore replace duplicated content with original high quality work, that will offer a good user experience.
The online marketing strategy needs to focus on long-term goals of producing work which will better answers a target audience questions.
You need to put extra effort into making sure that this is achieved in the way which is likely to engage your target market and keep them on site for longer.
You may want to learn more about what Google’s Panda update is all about. Why not read a more in-depth article here. An in-depth guide to what the Google Panda update is all about.
Alternatively you may want to read about Google’s Panda update and current news updates on this algorithm change, from Search Engine Land. Search Engine Land explains what Google’s Panda update is all about.