What has happened?
On 21st May Matt Cutts, head of Google’s Webspam team, announced Google Panda 4.0 release. An update was expected following the announcement at SMX in March of what was positioned by Matt Cutts as a ‘softer’ version to previous updates.
Previous Panda releases and updates have been focussed on rewarding sites which contain rich, relevant content, and lowering the ranking of low quality or ‘thin’ sites. These releases specifically impacted the affiliate sector in addition to smaller businesses. In contrast, many larger brands benefited from a surge in rankings. The focus of this latest release is to readdress the balance for those who were negatively impacted in the original release.
What does this mean for retailers?
This is more than just an update or refresh; it’s a new algorithm, the impact of which should not be underestimated. Retailers’ rankings have been affected by the Google Panda release, and as a result revenue could be impacted instantly.
What is Summit’s view?
Summit has circumnavigated the previous Panda and Penguin releases. Our advice is the same as it has been previously: continue to create content for the user, not the search engine. This content covers a myriad of areas which will support the customer buying journey, including strong product descriptions, specifications and reviews, educational content such as buyers guides and ‘how to’ and inspirational content such as lookbooks.
What actions should retailers take?
Ensure your team are monitoring your revenue-driving terms and providing insight on any movers and shakers on a daily basis. And, of course, continue to produce quality content for your target customer.
“Although being positioned as more than just a refresh, at Summit we are not expecting this to massively impact on rankings for our retail clients. We see the impact being a minor change in average position with the majority of changes happening outside of the 1st page of Google” – Dave Trolle, Head of Direct Response
If you have any questions about the Google Panda 4.0 update, or would like to know how Summit can help you make more money online, please contact Dave Trolle on 01482 876876.