Welcome to lead generation websites weekly news video blog. We bring you the relevant developments in Google and online marketing – for small or medium-sized businesses in the UK and worldwide. I’m Robert Keating. On this week’s edition we have: ten days of Google Panda 4.0 update, click-through rate study on Google results, and the Google Penguin update Imminent. For more information on any of these topics, please email us at firstname.lastname@example.org, that’s email@example.com.
Without further ado let’s move onto our first item: ten days of the Google Panda update. Okay, Google Panda. Google has started rolling out the latest update; the Panda algorithm on the 25th of September. It appears to be taking around ten days to complete. So really, what is the Google Panda update? Google Panda is a quality content filter which looks at: quality, length, and relevance of on-page content, usefulness and originality of that content, user experience in terms of interactive content and ads, original experience-enhancing images. So what are the implications for business websites? Research suggests that the filter favours pages with: 1500 plus words, original images, and embedded video. Your content should not be copied, but it must be original and useful to your target audience. Put your best content above the fold, with no ads. So above the fold: that’s in the area when somebody first clicks on your website, that they first see where they don’t have to scroll – and the content is right there for them. And use interactive content, maps, and embedded videos where appropriate. If you want more information, you can visit the legion rating blog for a more in-depth look on page optimisation for Panda. The link’s below this video, and we’ve got a blog post that takes you through what you need to do to make your website more Panda-friendly. If you’ve been seeing fluctuations in your rankings and in your traffic over the last couple of weeks – this is likely to do with the Panda update. It’s being rolled out very slowly, and it’s taking a very close look at on-page content – and the way that your content and your page is a [sell-up?]. So please take a look at the blog post linked below the video, to understand exactly what you need to do to get on the right side of Google’s Panda.
Item number two: click-through rate study on Google results. This told us that on average, 71.3% of searches result in the page one organic click. This study was done on the clicks following a particular search query. You would be surprised to hear that 71% of people click on a first page result. Page two and three only get less than 6% of the clicks. Perhaps most interestingly is that on the first page alone, the first five results account for 67.6% of all the clicks. The results from number six to ten account for only 3.7%. The indication from that is that it’s not about being on page one. It’s about being on the top half of page one, because they’re getting 67% of those clicks. That seems to mean that there’s about 20% of people who don’t click anything on page one. That must be because they either find what they’re looking for in the meta description – like a phone number or a very small piece of information. Or, they didn’t get the results that they want so they’ve done another search. There’s a few flaws with this study. Commentators and industry professionals have been pointing out the flaws in this study. However, the results are more or less in line with previous studies so, they’re not that surprising. Perhaps a big miss in the study is that, they didn’t take account of the difference between click-through rates for big brands – compared to smaller sites. And also local search clicks, because they’re likely to be different because you get a different page result [from?] the Google maps. What are the implications for local businesses? Well there’s not much new information to [action?]. As we’ve known for over ten years, if you’re on page one then you are nowhere. And we’ve known for almost as long that if you’re on above-the-fold, i.e. the top half of the results – then your actually closer to nowhere than somewhere.
Item number three: Google Penguin update coming now? Webmaster [chattering?] of blogosphere about Penguin being run right now. Google’s Penguin update which targets link spam has not been refreshed in a year, but it appears to be imminent. So what are the implications for business owners? Penguin penalises web pages for natural link patterns and over-optimisation – as key words [?]. And these pages cannot be found easily in Google search. They’re basically downgraded in the search engine, and they’re just not visible. If you have been affected by the Penguin update and have been working to correct the issue, this is good news. The fact that the update is coming is good news. Once Penguin is refreshed, if your work has been successful, then your pages will start to rank again. Now Google did clarify a few weeks ago that, if you’ve been affected by Penguin, then there needs to be a Penguin refresh. You actually need to run that particular algorithm again before you recover. It’s been a year now, but some sites have been under penalty. They could of fixed their link profile and their over-optimisation, months and months and months ago. But they won’t see any improvement in rankings, according to Google. As soon as this [bizarre?] rhythm is run again and the date is refreshed – these sites that were under penalty and have been fixed up – are going to come back and start ranking well again. But of course there’s going to be sites out there that have fallen foul of the guidelines that are over-optimised, that have got poor link profiles – and they’re going to get penalised and drop out of the SERPs. The general consensus seems to be that actually, Penguin has not been run. And that any fluctuations and the volatility that we’re seeing in the search results at the moment – is due to the Panda 4.0 update being run. Now, I think what everyone thinks is that, as soon as Panda 4.0 has been run and it’s settled down a bit – they’re going to run Penguin again. It’s highly likely it’s going to run this year, so it’s going to happen some time between now and December.
If you want to know more about Google Penguin, read our blog post on Google Penguin Penalties and Updates, and the 2014 Ranking Factors. Just click the links below this video to read about Penguin, and also, you can read about Panda. A couple of blog posts there to help you get your websites, your webpages, in line with Google updates. Okay. That’s it for this week. I hope that’s been useful. For more information please call 01708 208 889, that’s 01708 208 889. Or e-mail us on firstname.lastname@example.org, that’s email@example.com. Thank you very much for watching. Until next week. See you later.