What Google Panda 4.0 Means for Your Business
Last month Google released its most recent update, Google Panda 4.0, which completely altered SEO & SMO strategies across all industries.
With this update, tactics like aggregating information from outside sources to improve SEO will no longer work. Instead, Google Panda gives precedent to websites with relevant, original content that users want to read. The algorithm uses click-thru rates, SERP return rates and overall time on the site to rank websites based on this user experience.
So, how do you provide content users want to read? Provide story-like content across all social media channels. Creating a brand voice and consistently implementing this voice through social media is key to gaining traffic, followers, likes, etc. Google +, an up-and-comer in the social media world, is leading this change and cannot be ignored.
When creating content, there are four core rules to remember:
1. No duplicate content
All posts across all social media channels should be different. Although the content can be similar, posts should not be duplicated word for word. A good rule of thumb is change at least 25 percent of all copy per social media channel.
2. Add photos, videos and other media to content
Images and videos improve SEO, provide additional content for users and are easily shared across social media platforms. Like the content, however, this media must be original. Stock art does not count and original content. If you’re on a deadline or tight budget, try taking screenshots of your video content. This creates countless original images with minimal time and effort.
3. Reach out to publications & bloggers
Editorial content is ranked above advertorial content. Publishing stories on reputable websites will increase traffic and SEO. One hit from a major publication can not only change brand awareness, but SEO as well.
4. Think editorial, not advertorial
Press releases, blog posts and social media content must be editorial in nature and not advertorial. High quality news stories, interviews with subject matter experts, case studies, white papers and testimonials are all great examples of editorial content. Content is King.
Within the past few years, Google has implemented many updates, but they’re all headed in one direction– the user. Google Panda 4.0 embodies this change the strongest, and if the users value content, so does Google.