Panda 4.0: How to Maintain your Website
Last week Google announced the release of its latest algorithm update, Panda 4.0. Since the launch, a number of companies, many of which are considered to be big hitters in the online world, have seen their organic search listings plummet down the Google search rankings. However, there have also been many websites that have benefitted from the update and there are a few simple steps you can make to ensure your website stays ahead of the game.
Find and Delete Low-Quality Content
Google’s Panda algorithm was designed to promote high quality, originally sourced content and punish low-quality, duplicate content to provide internet users with the most authentic search results possible. Although now in its 4th incarnation, this aim is still very much at the core of the Panda algorithm.
With this in mind, the most important consideration you must make when creating and maintaining your website is keeping the content fresh and original.
When evaluating your website’s content, it might be helpful to ask yourself the following questions:
• Does your site have duplicate or pages/articles that cover the same subjects using slightly different keywords?
• Is the content mass-produced by or outsourced to a large number of writers resulting in inconsistencies in style, structure and content?
• Are your articles short, thematically irrelevant or otherwise lacking in information?
• Are your articles correctly structured using appropriate tags featuring the most relevant keywords?
• Is your content linguistically accurate and free of any factual errors?
The problem of duplicate content is especially troublesome for ecommerce websites. For example, a company that sells audio equipment might have difficulty creating two different product descriptions for two identical speaker sets. Nevertheless, this is an essential consideration for all websites looking to keep up with the demands of Panda 4.0.
Focus on Unique Content
Ensuring your entire website’s content is 100% unique is an important factor of all successful SEO campaigns. Plagiarizing existing content, or slightly re-writing someone else’s work will have a hugely detrimental effect on your search ranking performance.
When evaluating the quality of your content, make sure that the keywords and themes evident within the texts are thematically relevant to the rest of your website. Websites that feature high-quality, unique content will always be given greater authority than websites that use copied texts and irrelevant information.
Ensure All Content is Informative
Not only does your website’s content have to be unique and linguistically accurate, but it also has to be informative and relevant to the themes of your website and the keywords it features. In order for your website to be found, visited and read (the longer a visitor stays on your page, the higher the chance of conversion) – your content has to relate to the original search engine query. As such, the content featured on your website should be trustworthy, informative and, whenever possible, written by an expert/enthusiast.
Another benefit of implementing informative and engaging content is the possibility of attracting trust links from external websites, which helps improve your website’s authority.
Ensure your Keywords are Appropriate
Making the best use of your keywords is a vitally important aspect of optimizing your website. These words and phrases are what potential visitors use to find your products and services on search engines, so you have to ensure you create a natural, balanced list of words and phrases that best relate your website.
Semantic optimization is also important and can be achieved by using words and phrases that are semantically related to your main keywords within your content, albeit with a slightly lower frequency.
When drawing up a list of keywords that you feel are appropriate for your website, ask yourself the following questions:
• How relevant is the keyword to your website’s content?
• Will potential visitors find what they are looking for on your website when using these keywords?
• Will any traffic generated from these search words/phrases result in conversion?
Be sure to use a mix of single word keywords and longtail keyword phrases to give your website the best chance of obtaining a high organic search listing.
Make Sure Your Content is Appropriately Structured
Once you have established your keywords, created your unique content and ensured that your articles are all as informative as possible, it is important to ensure that they are presented in the clearest way possible. When evaluating your articles, ask yourself the following questions:
• Is the page content long enough (it is recommended each page should contain at least 350 words)?
• Is the keyword density appropriate (a 6% density is recommended)?
• Have you structured your text using HTML tags (each page should contain 1 H1 heading and at least two h2 sub-headings)?Panda 4.0: How to Maintain your Website