Look, no one has a crystal ball at the ready to tell you who’s going to buy what, and how much, and when. Does that mean you have to wait around to see what a customer’s going to do? Of course not. You can learn a lot about your customers by studying their habits—past visits to your site—to predict what they’ll do next. It’s just a matter of knowing what information you need and when to use it.
From Search to Landing Page
One of your best friends when determining customer behavior predictions is your Google AdWords account. This program determines all the keywords your buyers searched, which of those searches resulted in clicks through to your site, and which of those clicks through resulted in a sale.
Once the buyers have clicked through from AdWords to a landing page on your site, you can use that information to lay a path from start to purchase. After all, you already know what they’re looking for. They told you when they searched Google for it. Should you slow them down in their search by leading them to a generic landing page? By creating more clicks instead of directing them right to the shopping cart and checkout? Of course not. When a buyer tells you what they want to buy, you remove all obstacles.
From Social Media to Website
It’s harder to pin down a visitor’s reason to stopping by when they come through social channels. The hardest of all is a click to the address in your company profile. You can assume that social proof is important to that buyer and react accordingly, but you won’t get much more information than that.
Clicks through from specific social posts, however, can tell you a lot more about the buyers’ thought process. Did they visit to read a particular blog? You might surmise they’re looking for more information. Did they click through an image of your hottest products? Maybe they’re in the market for one of those products, or maybe they just like to know what the trends are.
Every action on social marketing channels will help you narrow down the information you need, so don’t give up. The more information you have about your visitors’ past behavior, the easier you can predict where they’ll go next.
From First-Time Buyer to Loyal Shopper
Past purchases give you the greatest insight into buyer behavior, don’t they? That’s why you can’t consider the transaction complete once you’ve received payment. Now you know more about that buyer than you ever had, so you can’t just let them walk away forever.
The information you gather after this purchase will tell you what you need to know to move forward. Was the purchase a gift or something necessary to the buyer? Did he or she purchase accessories? Did the buyer spend a lot of time making a decision—evidenced by multiple visits to your site, comparisons between products, and perhaps even conversations with customer service?
What you learn will help you determine if you should continue providing gift ideas to the buyer or if they need more information about similar products for their own use. If they often buy the accessories needed to make your products bigger and better, then they’re probably going to appreciate upselling and cross-selling information.
You never want to make your use of past information creepy, so be careful when showing your hand. Buyers will appreciate a PPC click leading to a landing page, but they may not want to see ads for that exact product following them around for days after their initial search. They might enjoy their social media clicks leading to the right information on your website, but they may get a little freaked out if you strike up a Twitter conversation out of the blue. Your goal is to smooth the path between want and own, to provide the information buyers need as soon as they need it—not to be a stalker.
Disclaimer: Digital Propeller does Not own this content please give all credit to the original author (Ted Ammon) and site owner (https://blog.hubspot.com/marketing/use-customer-behavior-history-predict-the-future).
Thursday, 28 January 2016
Four Common Mistakes That Will Kill Your Next Experiential Marketing Campaign
Experiential marketing is all about bringing brands to life in the form of localized events, free samples, and interactive exhibits that are tailor-made for specific demographics. Experiential marketing can help marketers create deep and meaningful two-way interactions between audiences and brands.
No other marketing technique engages consumers on the same level.
There's a reason it's called "experiential" marketing: It goes beyond words and images; it's an experience that excites the senses and leaves a strong, long-lasting impression of authenticity.
There's a catch, however
Several years ago, a client shipped two boxes of its newest chocolate meal supplement drink, asking my agency to sample the product across more than 20 markets.
The entire office crowded around our conference table, eager to try the beverage. We took the cold, contoured bottles from the refrigerator, gave them a satisfying shake, poured out shot-sized rations, and passed them around the room.
The excitement quickly turned to concern. Wide eyes turned squinty, and noses wrinkled. It was terrible.
We had a choice to make: Do we try to market something we know the audience won't like? Or do we have the courage to tell the client that his new product needs more prodding in the lab?
Experiential marketing aims to provide word-of-mouth and buzz about the products being promoted, and that buzz can be positive or negative—depending on the experience consumers have.
So we chose to tell the company that its drink wasn't ready for human consumption.
Thankfully, we didn't lose the account; the client respected our honesty, and he went back to the lab to improve the taste of his product.
Avoid experiential disasters
The importance of avoiding an experiential marketing disaster is relative:
As a result of their brand equity, established brands can likely withstand flops: Their customers will likely forgive a negative experience because they can fall back on previous positive brand experiences.
New brands or product lines aren't so lucky, however: A negative, inauthentic customer experience right out of the gate will likely be enough to sink them.
To avoid that sinking feeling, follow these four tips for steering clear of some common mistakes:
1. Don't skimp on the budget
When launching an experiential campaign, marketers sometimes want to spend only enough for a two-week program in five markets—envisioning huge gains in sales and market share. Even for a large, well-established national brand, those are unreasonable expectations.
Creating a truly engaging experience, garnering positive word-of-mouth, and using buzz tactics to ensure the reach goes far beyond the activation markets requires substantial financial and time commitments. If you skimp on either of those things, your product won't get very far.
Consider that today's investment creates a free experience that consumers will be willing to pay for tomorrow.
2. Don't ignore key stakeholders
Successful experiential marketing is not a plug-and-play event. Every localized experience you create is unique to that demographic, so you need to involve the local sales force, local retailers (to stock enough product/samples), and local influencers (news outlets, radio stations, bloggers, etc.) so the event is big, authentic, and smoothly run.
With experiential marketing, your brand really isn't embarking on a solo tour; it's directing a local orchestra.
3. Don't rush the planning
It's important to be excited and enthusiastic about your marketing, but letting your positive emotions rush you into pushing out a campaign before it's ready can have ugly results.
You can't pull a good experiential marketing campaign off the shelf; each one must be customized for the particular location, demographic, and scenario—and it takes time and focus to come up with a creative idea and to work out the kinks.
Sacrificing quality for timeliness is a slippery slope that's best avoided when presenting your brand on such a personal level.
4. Don't ditch the process
Experiential marketing agencies have a process they take each client through to ensure the best end product. My company, for example, has a milestone-based, step-by-step "brand vitality experience" that we've tested and validated. The agency you work with will come up with a production timeline that includes deadlines for deliverables. Missed deadlines are a fact of life, so there might be some built-in wiggle room to ease stress when deadlines are missed. At the end of the day, however, remember that the agency you've hired has expertise, and its process exists for a reason. Sticking to it is in your best interests.
Those common mistakes will rob you of success while diminishing your reputation and driving away customers. Experiential marketing can be a powerfully engaging tool in any brand's arsenal, but only when it's done right.
Campaigns need to be thoughtful, genuine, and well-publicized—and the only way to achieve that is by devoting ample time and resources to your efforts.
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Steve Randazzo is founder and president of experiential marketing-focused Pro Motion Inc.,which works with Tractor Supply Company, Duck, Fiskars, Citgo, the NBA, The Walt Disney Company, and Hewlett-Packard.
Disclaimer: Digital Propeller does Not own this content please give all credit the original author (Steve Randazzo) and site owner (http://www.marketingprofs.com/articles/2016/29241/four-common-mistakes-that-will-kill-your-next-experiential-marketing-campaign).
Fifteen minutes into my first ever flight with my newborn son — a flight that had been delayed for an hour and a half, during which we'd held off feeding him so he could eat on the way up to make sure his little ears wouldn't pop from the pressure and he wouldn't start the flight screeching — fifteen minutes in, we were still ascending and even with his little head concealed beneath a nursing scarf, I could tell he was starting to get full.
I was terrified.
If he started screaming I had no idea how we would survive the four hours left in the flight. My husband and I were not the cool couple who had brought earplugs and coffee cards for all the passengers around us. I was certain everyone would hate us and, even worse, we'd never, ever fly again. I was the worst mother in the history of mothers.
As I was readjusting my son and trying to keep him calm, I noticed this phrase on the back of the nursing scarf's label:
"You're doing a great job!" Were there any words I needed more to hear in that moment? Would anything less perfect have incited me to expose this very personal, vulnerable moment to the vast readership of the Moz Blog? If the makers of the Itzy Ritzy nursing scarf hadn't reached deep into my soul and sent me a message across the universe, would you have ever heard of their product?
You, too, can grab your audience by the heartstrings and build a lasting connection that gets them to come back to you time and again while also evangelizing your business to all their friends. Because while the designers of the Itzy Ritzy nursing scarf did not know specifically when or how this new mom was going to need encouragement and, yes, the kindness of strangers, it was an easy guess to say that every one of their customers would at some point. And with a cheap, but creative, insertion of content on the back side of their label, they won my heart and loyalty.
This is called manufacturing serendipity and here's how you do it.
To understand how to empathize with your customer, first create personas. Find out where your audience is emotionally. Figure out what they're insecure about, what scares them, what they most need in the moment that they're visiting your site. It's not rocket science to understand that a new mom might be feeling insecure about nursing her child in public, and if that's what your product is designed to help her with... go that extra mile to connect.
Ways to reach into your customer's soul and speak to their needs include:
A car insurance company that caters to the accident prone starting their rate page with copy that assures the customer the company will be there no matter what happens.
Creating an ROI calculator after uncovering that your customer needs your software to generate client reports, sure, but she also needs to be able to show her boss the value she's adding to the company with her daily work.
Understanding that everyone's time is limited, ask the most essential survey question first and then give your customer the chance to expound if he wants to. Like Sears does at the bottom of their two-question satisfaction survey:
Put content in the right places
Are you using all the content opportunities available to you? Reeling from the sniffles, fussiness, and, yes, boogies, that came with my son's first cold, I opened up the lid on a package of Boogie Wipes to find this:
The wise marketers at Boogie Wipes know that many parents will buy almost anything to make their child feel better. So they seized the opportunity to let me know that they have even more products to help me. Serendipity? It sure felt like it. And you can bet someone (not it!) dashed off to the drug store to buy some saline spray.
You don't have to turn your site into the Times Square of the Internet to put content in the right places. Instead:
Include a call to action at the end of product-related blog posts for a free trial or other promo.
Send a reminder email to a customer who's filled their cart and then left your site. Bonus points if you can pinpoint and speak to why they might not have finished the transaction. Comparison shopping? Offer a discount. Too busy to finish? Suggest a recurring delivery option.
Use the mobile version of your site or app to direct customers to your nearest storefront.
Make sure the link to your next webinar or event is on your homepage so no one has to dig for it.
Or, like clothing retailer Boden, put an order widget at the bottom of all those reviews so it's super easy to order the item after doing your due diligence:
It doesn't always take a large change to connect your customer with the content they need.
Surprise, delight, inform
Serendipity is the feeling of happy coincidence. If your content sparks surprise, incites delight, and manages to inform along the way, you're more likely to get the response you're looking for from a potential customer. According to Dr. Read Montague, a neuroscientist at Baylor, surprise lights up the brain's reward pathways. And, unfortunately, delight in marketing is still surprising to most people, so by delighting your customer, you're creating a positive association with your brand in two ways.
Some favorite examples of content that's surprised, delighted, and informed me are:
The way The Land of Nod positions a website error is both amusing and perfectly tailored to their audience:
A "Moments" announcement email from Twitter. Instead of telling me about their new feature, they clued into what I use this account for (live-tweeting The Bachelor) and surfaced content that's specific to my interests:
The image on AirBNB's 503 error page captures that feeling we have when something gets between us and that sweet treat (or vacation reservation) we've been dreaming about:
And, finally, because not all content is online, I love the way yogurt maker Brown Cow uses the lids of their yogurt to playfully highlight the many ways a customer could eat the yogurt's cream top. This both signals to me that the yogurt has a cream top (not everyone's favorite) and shows me new ways to experience it:
Now that you understand your customer's needs, are looking at creative content placement, and understand how important it is to surprise, delight, and inform your audience, you have the tools you need to help serendipity along.
So if you're ready to build a lasting connection with your customers, go manufacture some serendipity already. You might just soothe the nerves of a new mom so well that she'll start evangelizing your products the minute she safely steps off the plane with her calm, jet-setting son.
The title for this post may have subconsciously been inspired by an earlier (but much different) post by Rand. Serendipity? You decide.
Disclaimer: Propeller-Industries does Not own this content please give all credit to the original author ( Isla McKetta) and site owner (https://moz.com/blog/manufacturing-serendipity).
(excluding the unlikely event of hypnosis) and may not
always reflect the views of Moz.
Webmasters were caught by surprise two weeks ago, when Google released many new statementsabout their Panda algorithm to The SEM Post. Traditionally, Google tends to be rather quiet about their search algorithms, but their new comments were a departure from this. Google was quite transparent and shared a lot of new Panda-related information that many SEOs weren't aware of.
Here are what I consider to be the top new takeaways from Google about the Panda algorithm. These are all things that SEOs can put into action, either to create new, great-quality content or to increase the quality value of their current content.
First, the Panda algorithm is specifically about content. It's not about links, it's not about mobile-friendliness, it's not about having an HTTPS site. Rather, the Panda algorithm rewards great-quality content by demoting content that's either quite spammy in nature or that's simply not very good.
Now, here are the most important things you should know about Panda, including some of the mistakes and misconceptions about the algorithm update that have confused even the expert SEOs.
Removing content Google considers good
One big issue is that many SEOs have been promoting the widespread removal of content from websites that were hit by Panda. In actuality, however, what many webmasters don’t realize is that they could be shooting themselves in the foot by doing this.
When performing content audits, many penalty experts will cut a wide swath through the site’s content and remove it. Whether claiming that X% of content needs to be removed to recover from Panda or that older, less fresh content needs to be removed, doing this without the proper research will cause rankings to decrease even further. It's never a "surefire Panda recovery tactic," despite what some might say.
Unfortunately for SEOs, there's no magic formula to recover from Panda when it comes to the quantity, age, or length of the content on the site. Instead, you need to look at each page to determine its value. The last thing you want to do is remove pages that are actually helping.
Fortunately, we have the tools to be able to determine the “good versus bad” when it comes to figuring out what Google considers quality. And the answer is in both Google Analytics (or whatever your preferred site analytics program is) and in Google Search Console.
If Google is sending traffic to a page, then it considers it quality enough to rank. If you were going to remove one of these pages because it was written a few years ago or because it was below a magic word count threshold, you would lose all the future traffic Google would send to that page.
If you're determined to remove content, at least verify that Google isn’t sending those pages traffic before you add to your Panda problems by losing more traffic.
Your content should match the search query
We all laugh when we look in our Google Search Console Search Analytics and see the funny keywords people search for. However, part of providing quality content is also delivering those content expectations. In other words, if a search is repeatedly bringing visitors to a specific page, you'll want to make sure that page delivers the promised content.
A Google spokesperson also took it a step further and suggested using it also to identify pages where the search query isn't quite matching the delivered content. "If you believe your site is affected by the Panda algorithm, in Search Console's Search Analytics feature you can identify the queries which lead to pages that provide overly vague information or don't seem to satisfy the user need for a query."
So if your site has been impacted by Panda — or you're concerned it might be and want to be proactive — start matching up popular queries with their pages, making sure you're fully delivering on those content query expectations. While this won’t be as big of a concern for sites not impacted by Panda, it's something to keep in mind if you do notice those "odd" keywords popping up with frequency.
Ensuring your content matches the query is also one of the easiest Panda fixes you can do, although it might take some legwork to spot those queries that under-deliver. Often, it's just a matter of slightly tweaking a paragraph or two, or adding an additional few paragraphs to change the content for those queries from "meh" to "awesome." And if you deliver that content on the visitor’s landing page, it means they're more likely to stick around, view more of your content, and share it with others — rather than hitting the back button to find a page that does answer their query.
Fixable? Or kill it with fire?
"Fixing" versus "removing" is another area where many experts disagree. Luckily, it's been one of the areas that Google has been pretty vocal about if you know where to find those comments.
Google has been a longtime advocate of fixing poor quality content. Both Gary Illyes and John Mueller have repeatedly talked about improving the quality of content.
Overall, the quality of the site should be significantly improved so we can trust the content. Sometimes what we see with a site like that will have a lot of thin content, maybe there’s content you are aggregating from other sources, maybe there’s user-generated content where people are submitting articles that are kind of low quality, and those are all the things you might want to look at and say what can I do; on the one hand, hand if I want to keep these articles, maybe prevent these from appearing in search.
Now, there are always edge cases, and this is what many experts get hung up on. The important thing to remember is that Google’s not talking about those weird, random edge cases, but rather what applies to most websites. Is it forum spam for the latest and greatest Uggs seller? Of course, you'll want to remove or noindex it. But if it's the content you hired your next-door neighbor to write for you, or "original" content you bought off of Fiverr? Improve it instead.
If you do have thin content that you'll want to upgrade in the future, you can always noindex it for now. If it’s not indexable by Google, it’s not going to hurt you, from a Panda perspective. However, it’s important to note that you still need to have enough quality content on your site, even if you're noindexing or removing the bad stuff.
This is also what Google recommended in the Panda Algo Guide:
A Google spokesperson also said this, when referring to lower quality pages. "Instead of deleting those pages, your goal should be to create pages that don’t fall in that category: pages that provide unique value for your users who would trust your site in the future when they see it in the results."
Still determined to remove it after checking all the facts? Gary Illyes gave suggestions during his keynote at Pubcon last year on how to remove thin content properly.
Ranking with Panda
One of the most surprising revelations from Google is that sites can still rank while being affected by Panda. While there are certainly instances where Panda impacts an entire site, and this is probably true in the majority of cases, it is possible that only some pages are negatively impacted by Panda. This is yet another reason you want to be careful when removing pages.
From the Panda Algo Guide:
What most people are seeing are sites that have content that is overwhelmingly poor quality, so it can seem that an entire site is affected. But if a site does have quality content on a page, those pages can continue to rank.
A Google spokesperson confirmed this as well.
The Panda algorithm may continue to show such a site for more specific and highly-relevant queries, but its visibility will be reduced for queries where the site owner's benefit is disproportionate to the user's benefit.
This comment reinforces the idea from Google that a key part of Panda is where Google feels the site owner is getting the most benefit from a visitor to their site, rather than vice-versa.
Duplicate content
One of the first things that webmasters do when they get hit by Panda is freak out over duplicate content. And while managing your duplicate content is always a good idea from a technical standpoint, it doesn’t actually play any kind of a role in Panda, as confirmed by John Mueller late last year.
And even then, John Mueller described fixing duplicate content on a priority scale as "somewhere in the sidebar or even quite low on the list." In other words, focus on what Panda is impacting first, then clean up the non-Panda related technical details at the end.
Bottom line: Duplicate content can certainly affect your SEO. But from a Panda perspective, if your main focus is on getting your site ranking well again in Google after a Panda hit, leave it until the end. Google is usually pretty good about sorting it out, and if not, it's fixable with either some redirects or canonicals.
Word count
Many webmasters fixate on the idea that content has to be a certain number of words to be deemed "Panda-proof." There are plenty of instances of thousand-word articles that are extremely poor quality, and other examples of content so great that even having only a hundred or so words will trigger a featured snippet… something Google tends to give only to higher-quality sites.
Now, if you're writing content, there’s nothing wrong with trying to set up certain benchmarks for the number of words — especially if you have contributors or you're hiring writers. There’s no issue with that. The issue is with falsely believing that word count is related to quality, both in Google’s eyes and from the Panda algo perspective.
It's very dangerous to assume that because an article or post is under a specific word count that it needs to be removed or improved. Instead, as with the case of considering whether you should remove content, look to see whether Google is sending referrals to those pages. If they're ranking and receiving traffic from Google, word count is not an issue.
Advertising & affiliate links
The role that both advertising and affiliate links play in Google Panda is an interesting one. This isn’t to say that all advertising is bad or all affiliate links are bad. It's a topic that John Mueller from Google has brought up in his Google Hangouts, as well. The problem is the content surrounding it — how much there is and what it's like.
Where there's an impact is in the amount of advertising and affiliate links. Will Google consider a page that is essentially just affiliate links without any quality content as good? It’s not that Panda is specifically targeting ads or affiliate content. There are lots of awesome affiliate sites out there that rank really well and are not affected by Panda whatsoever.
The problem lies in the disconnect between the balance of useful content and monetization. At Pubcon, Gary Illyes said the value to the visitor should be higher than the value to the site owner. But as we see on many sites, that balance has tipped the other way, where the visitor is seen merely as a means of revenue, without concern about giving that visitor any value back.
You don’t need to hit your visitors over the head with a huge amount of advertising and affiliate links to make money. That visitor brings a lot of additional value to your site when they don’t feel your site is too ad heavy. From the Panda Algo Guide:
There are also benefits from traffic even if it doesn’t convert into a click on an affiliate link. Maybe they share it on social media, maybe they recommend it to someone, or they return at a later time, remembering the good user experience from the previous visit.
A Google spokesperson also said, "Users not only remember but also voluntarily spread the word about the quality of the site, because the content is produced with care, it’s original, and shows that the author is truly an expert in the topic of the site." And this is where many affiliate sites run into problems.
There's another thing that often happens when a website is hit by Panda: naturally, the revenue from the ads they do have on the site goes down. Unfortunately, often the response to this loss of revenue is to increase the number of ads or affiliate links to compensate. But this degrades the value of the content even further and, despite the knee-jerk reaction, is not the appropriate move in a Panda-busting plan.
Bottom line: There is absolutely nothing wrong with having advertising or affiliate links on a site. That alone won't cause a Panda issue. What can cause a Panda issue, rather, is how and how much you present these things. Ads and affiliate links should support your content, not overwhelm it.
User-generated content
What about user-generated content? Sadly, it's getting a pretty bad rap these days. But it's getting this reputation for the crappy user-generated content out there, not for the high-quality user generated content you see on sites. Many so-called experts advise removing all user-generated content, when again that's one of those moves that can negatively impact your site.
Instead, look at the actual user-generated content you have your site and decide whether it's quality or not. For example, YouMoz is considered to be fairly high-quality user generated content: all posts still have to be approved by editors, and only a small percent of submitted articles make it live on the site. Even then, their editors also work to improve and edit the pieces as necessary, ensuring that even though it is user-generated content, it's still high quality.
But like any content on the web, user-generated or not, there are different levels of quality. If your user-generated content quality is very high, then you have nothing to worry about. You could have a different contributor for every single article if you wanted to. It has nothing to do with how you obtained the content for your site, but rather how high-quality and valuable that content is.
Likewise, with forums or community-driven sites where all the content is user-contributed, it’s about how quality that content is — not about who contributes it. Sites like Stackoverflow have hundreds of thousands of contributors, yet it's considered very high-quality and it does extremely well in the Google search results.
If your user-generated content has both its high point and its low point regarding quality, there are a few things actions that Google recommends so that the lower-quality content doesn’t drag down the entire site. John Mueller said if you can recognize the types of lower-quality content on the forum or the patterns that tend to match it, then you can block it from being indexed by Google. This might mean noindexing your welcome forum where people are posting introductions about themselves, or blocking the chitchat forums while leaving the helpful Q&A as indexable.
And, of course, you need to deal with any spam in your user-generated content, whether it's something like YouMoz or a forum for people who all love a specific hobby. Have good guidelines in place to prevent your active users from spamming or link-dropping. And use some of the many forum add-ons that identify and remove spam before Google can even see it.
Do not follow the advice of those who say all user-generated content is bad… it’s not. Just ensure that it's high quality, and you won’t have a problem with Panda from the start.
Commenting
You may have noticed a trend lately: Many blogs and news sites are removing comments from their sites completely. When you do this, though, you’re removing a signal that Google can use that shows how well people are responding to your content. Like any content, comments aren’t all bad simply because they're comments — their quality is the deciding factor, and this will vary.
And it's not just the Google perspective that dictates why you should keep them. Having a comment section can keep visitors coming back to your site to check for new commentary, and it can often offer additional insights and viewpoints on the content. Communities can even form around comment sections. And, of course, it adds more content.
But, like user-generated content, you need to make sure you're keeping it high quality. Have a good comments policy in place; if you’re in doubt, don’t approve the comment. Your goal is to keep those comments high-quality, and if there’s any suspicion (such as a username of “Buy Keyword Now,” or it's nothing more than an “I agree” comment), just don’t allow it.
That said, allowing low-quality comments can affect the site, something John Mueller has confirmed. I wouldn’t panic over a handful of low-quality comments, but if the overall value of the comments is pretty low, you probably want to weed them out, keep the high-quality comments, and be a little bit more discriminating going forward.
Technical issues
No, technical issues do not cause Panda. However, it's still a widespread belief that things like page speed, duplicate content, or even what TLD the site is on can have an impact on Panda. This is not accurate at all.
That said, these kinds of technical issues do have an impact on your overall rankings — just not for Panda reasons. So, it's best practice to ensure your page speed is good, you’re not running long redirect chains, and your URL structure is good; all these things do affect your overall SEO with Google’s core algorithm. With regards to recovering from Panda, though, it doesn’t have an impact at all.
"Core" Algo
One of the surprises was the addition of the core algo comment, where Google revealed to The SEM Post that Panda was now part of the core algorithm. But what does this mean? Is it even important to the average SEO?
The answer is no. Previously, Panda was a filter added after the core search algo. Now, while it's moved to become part of that core algo, Panda itself is essentially the same, and it still impacts websites the same way.
A2. I think this is the worst takeway of the past few days, but imagine an engine of a car. It used to be that there was no starter (https://en.wikipedia.org/wiki/Starter_(engine)), the driver had to go in front of the car, and use some tool to start the engine. Today we have starters in any petrol engine, it's integrated. It became more convenient, but essentially nothing changed.
For a user or even a webmaster it should not matter at all which components live where, it's really irrelevant, and that's why I think people should focus on these "interesting" things less.
It really doesn't make a difference from an SEO's perspective, despite the initial speculation it might have.
Overall
Google released a lot of great Panda information last week, and all of it contained advice that SEOs can put into action immediately — whether to ensure their site is Panda-proofed, or to fix a site that had been slapped by Panda previously.
The bottom line: Create high-level, quality content for your websites, and you won’t have to worry about Pandas.
About jenstar — Jennifer Slegg is the Founder / Editor of The SEM Post. She is a longtime speaker and expert in search engine marketing . When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland.
Disclaimer: Propeller-Industries does not own this content please give all credit to the original author (Jennifer Slegg) and site owner(https://moz.com/blog/google-panda-algo-new).
