Today I want to talk about Panda 4.1 and the Google leaked dos and don'ts. Recently, another algorithm named Penguin has been getting a lot of attention in Google. But I want to make sure that we don't forget about Panda.

Penguin is to SEO as kind of like Jason Voorhees, if you will. It's very scary, and it comes around every now and then and slices and dices websites. But Panda is more, in my opinion, kind of like Freddy Krueger. He's always kind of there in the background, in your nightmares, waiting to strike at any site, whether they think they're breaking the rules or not.

So I think it's very important to keep Panda in mind, even in the wake of Penguin craziness. Google has, in the past, three years ago, produced a set of very vague questions that are supposed to be intended to help websites deal with Panda.

After scouring the Internet for the last two or three years for every single reference of Panda I could find, from John Mueller, from Maile Ohye, from Pierre Far, from Gary Iles, all of the various Google employees that I could find, including the elite Quality Raters Guidelines. All the references from these materials coming directly from Google of any reference they made to a quality algorithm, any specific, actionable thing they said to do based on that quality algorithm.

What I did is I made a complete list, a complete do's and don'ts list. Now the complete list is on my website, which I'll share in a second. It takes me about an hour to go through the whole thing, so what I wanted to do for the wonderful Mozzers on Whiteboard Friday was to collect just kind of the top four dos and the top four don'ts and talk about those in a way that's more specific than the vague questions and I hope more helpful, but also short enough that I can condense into a Whiteboard Friday.

So I bet you're thinking to yourself, 'if you're going to tell me just to make good content, I'm going to hurl. I don't want anyone to hurl. Please don't hurl'. So I'm going to get to some specifics actually.

Here they are here. The collapsed do and don't list. The first section is the do list, and I've broken it down into four major dos that you should pay attention to for your website.

The first one is ensure task completion. Google's been talking a lot about task completion, more on the mobile side, but also on the desktop side as well. On my Panda list, when I scoured all the Google sources for this information, I found that they talk a lot about having to worry about your user metrics, what users are doing on your site, whether or not they're satisfied with your content, whether they're bouncing back to Google, or they're leaving your site to go directly to some other site.

So I boiled that all down to say ensure task completion. Whatever tasks that page is supposed to complete, you want to make sure it completes it. If it's a sign-up page, you want to make sure they sign up. Above the fold, you want to make sure it loads in the first three seconds and the main content is very clearly a sign-up page, if it's supposed to be a sign-up page. Or a download page, or if it's supposed to be information, if they wanted top five tips on X, Y, or Z, on Freddy Krueger, what are the five top best things about Freddy Krueger, it should say that above the fold so they can complete that task and Google can make sure they can track that they complete that task.

Of course, your analytics will tell you whether or not you're succeeding in that regard. If you see a lot of drop offs on that page, that could be a problem because those could be bounces back to Google.

Number two, you want to make sure you have various offsite references. So what kind of references am I talking about? I'm taking about any possible reference that you can get. Any way that Google can tell that this is a quality site, that people recommend this site, that's what you want. So you want people in the social world talking about you, sharing you, any of the major social networks, I don't care. Also, you want the experts in those particular social networks talking about you.

For example, if you are in SEO and if Rand Fishkin or other top SEOs are not talking about your content, that's a problem, because Google knows very well who the experts are, and they definitely will take into consideration if experts are talking about your content. At least, this is what I found on my list. For all the references again, you can go back to my list, which I'll mention out loud in a second.

Also, of course, you want links. Everyone knows you want links. But the links, of course, should be topical. If there is a forum in your industry or a blog in your industry or a magazine in your industry or a newspaper, anything like that in your industry, if they're not talking about you, that's a problem. You want to make sure they're talking about you, and, of course, it should be in a positive way. Hopefully, they're not talking about you in a negative way. That could be an issue.

Finally, you want to make sure you get reviews. The four star rating, nine out of ten blips, eight out of four blops, whatever it is, you want to make sure you get reviews, and they should be on independently verified sources, but also that Google can read, so Yelp, Zagat, and Google+. If you're not a local-based business, you still probably want some good reviews or references from the Better Business Bureau or Wikipedia or any kind of these other forums I talked about that are your industry specific. That is all telling Google that this site is a quality site.

Three, you want to make sure you have reputable business information on every page. This was something that was a little bit striking, that a lot of people don't know about. You want to make sure that you have on every page your address, your phone, and contact information. You want to make sure on your site you have a robust mission statement, a robust company directory. Not just a form with just kind of a standard WordPress form, where you click it and it might email somebody or it might not. You want to make sure that all the business information on your website, the phone number, the address are current and correct and that they can easily contact you and tell that you're a reputable business from any given page. That includes copyright information as well. You want to make sure your copyright is up to date on the site.

Finally, you want to make sure you cite your sources. Google is a company run by academics, and so it should be unsurprising to find that these academics want you to -- what did they tell you in college -- cite your sources. So if there are any big Wikipedia articles or any larger industry related websites that talk about your information, you should be giving a link out to those people. You should be citing your source and indicating to Google that you're an upstanding web citizen, or, at the very least, you know who the big dogs are in your industry and you're citing those sources when it is applicable.

HIGH QUALITY FACTORS (in no particular order):

1. Good usage metrics showing User Satisfaction with your content / presentation (Although outright denying using “analytics bounce rate”, JM has mentioned numerous times (inc. JM Dec 2, Zin&JM Dec 20, 2103. Also MO SMX West, Mar 11-13, 2014. Wyz, Jul 3, 2014. NEW:GI, SMX East, 2014) user satisfaction is DIRECTLY important and keeps implying it is directly tracked. Some anecdotal experiments have shown this as well, seroundtable “changed prices experiment”, Jul 2013. PAT support as well. Make sure the majority of visitors are completing the desired task on pages.)
2. Positive Social Shares / Mentions (JM, Dec 2, 2013. QRG, Mar 2014.)
3. Positive “Reviews” on an Independent Google Verifiable Source(JM Feb 24, 2014)
4. Authoritative Outlinks in Your Content / Citing Your Sources (JM June 20, 2014. QRG Mar 2014.)
5. .com, .net, and .org a quality/trust factor (MC, Sep 11, 2013)
6. Address and /or Contact Clearly Listed on Each page (QRG, Mar 2014)
7. Robust About Us info Inc. Mission Statement, Company Directory and other onsite signs of legitimate business (QRG, Mar 2014)
8. Robust Contact and/or Customer Service Information (QRG, Mar 2014)
9. A Very Positive Reputation On Blogs and Forums, etc. (QRG, Mar 2014)
   where exactly?
   1. “News articles, Wikipedia articles, blog posts, magazinearticles, forum discussions, and ratings from independent organizations can all be sources of reputation information…Yelp, Better Business Bureau... Amazon, and Google Product Search.”
10. Topical Experts Reference Your Site (On Web and Social) (QRG, Mar 2014) — So it is not just about the important topical PAGES that reference you positively, but also the important, topical, people who do, and the amount who do
11. Date Info on Every Page - “Last Updated”– kept current, including copyright (QRG, Mar 2014)
12. Clear Difference in Design Between Main Content And Supplemental Content (QRG, Mar 2014)
13. Long standing Domain name, Long Standing Public Domain Registration (QRG Mar 2014. EDIT: JM denied this being a ranking factor “as far as he knows”, Aug 25, 2014 - he may not know every little detail)

Now let's go to the don'ts. Now, if you go check my list, you'll see there are far more don'ts than there are dos, which I guess that's the state of the union as it is right now. But some of the most important don'ts I've listed here.

One, you want to make sure that you do not repeat keywords anywhere. This is important. You don't want to repeat keywords too much on page, and you don't want to repeat keywords too much across the site. You don't need ten pages about your pink shoes, blue shoes, green shoes. You don't need ten pages about the law you do in New York and Boston and Winnipeg and Toronto and Nunavut or wherever else you're doing law. This is definitely kind of a spammy signal for Google, and Google has mentioned this a million times in a bunch of different places, which I list.

Also you don't need to pepper your text with multiple keywords either, especially not to link it to other pages on your site just to try and make Google understand you're about that. Google already knows you're probably about that topic.

Tying directly to that, you don't want to make content just for SEO's sake. You see this quite a lot, that people think that they need to update their blog on a weekly basis, or they think that they have to have that freshness signal, and they will sacrifice quality of content for rapidity of publishing.

Again, that is something that Google had mentioned a bunch of times. This is low-quality content, and you don't need it. Rand has shared numerous posts, and Moz has shared numerous posts about it. If there's no one to amplify your content, then there's no point in doing so. If you're not going to publish content that people go "wow" about, then you don't need to publish it, and you can save that money.

Three, you don't want to forget your tie. What do I mean by that? What I mean is, when you go to a job interview, you don't want to forget your suit or forget your tie. The website is the exact same thing. You want to make sure you've crossed all the i's and dotted all the t's or crossed all the t's or dotted all the i's, or however it goes. You want to make sure that the spelling and grammar has been checked, that all the pages have been checked for errors, that there are no miscellaneous 500 errors, there are no naked Apache 404 errors. You want to make sure that, essentially, the website has been looked over and proofed. This is, as Google tells us, a direct signal that they're looking for in their quality algorithms. It makes sense because you don't want to see a site that has these kinds of errors on it.

Finally, the one that I'll share with you today, number four and this is another controversial one, is you do not want to interfere with the website usage with ads. So Google has been very clear in the Quality Raters Guidelines, in particular, and in a few other leaks from a few other Googlers, that you do not want to interrupt the user process of them going through your page by having a giant ad here and a giant ad here and a pop-up that comes up that they have to click away and then they're scrolling and reading down a little bit more, and then there's another ad that gets in the way. They have to scroll past that. This was directly mentioned in the Quality Raters Guidelines as a very blatant, low-quality site signal.

LOW QUALITY FACTORS (in no particular order):

1. Bad usage metrics showing possible User Dissatisfaction with your content / presentation (including speed, UI, whitespace (or lack thereof), too many options, bad/thin/poorly written content, didn’t answer their problem / question fast or good enough, etc.)(JM, Dec 2,20, 2013. Feb 14, 24, Jun 2, 2014. MO, SMX West, Mar 11-13, 2014. Wyz, Jul 3, 2014. PAT support as well. NEW: GI, SMX East, 2014) – ignore or deny this at your own risk
2. EDIT: Duplicate or Aggregate, “Tag”, or “Category” Content (MC, Sep 11, 2013. Zin, Dec 20, 2013. JM, Nov 4, 2013, Jun 2, Oct 10, 2014 re. Panda 4. QRG, Mar 2014). NOTE: The issue is not duplicate content per se, the issue is thin content that "users might notice", and keyword stuffing of the "tag" or "category" pages. And offsite dup content.
3. Duplicate Titles and Meta Description (MC Nov 18, 2013)
4. Aggressive “search phrase” keyword use onsite, INCLUDING: URL string, page content, AND HTML code like TITLE or ALT attributes (JM, Dec 2, 2013, Jun 6, Aug 11 2014. MC on Mar 13, 2014, SMX West. PAT re: URLs with "generic" words in them, e.g., "bestherbalpills.com")
5. EDIT: Keyword Stuffed Internal Links on Blog pages etc. (NOTE: this is both a problem with the number of keywords, and the ratio of links to text on the page -- Google has admitted both are signals for a "low quality" page in their eyes (JM, Dec 2, 2013, Aug 25, 2014. PAT)
6. Off-topic / Multi-Topic Links or Content Onsite (Aug 12 & Nov 18, 2013, Apr 7, 2014 all JM hangout) — eg.: can’t have a site on finance talk about cooking recipes in their blog
7. Clone sites are a strong panda factor (JM, Mar 10, 2014) — Don’t forget Google’s canonicalization algo will auto-301 sufficiently identical sites to a single site whether you want them to or not, SER, Feb 25, 2014.
8. Old or Outdated or Mistaken Facts/Info (QRG Mar 2014. JM Feb 14, 2014. New Scientist, Aug 22, 2014.)
9. Garbage text, single sentence pages, spun text, bad construction / spelling / grammar, Bad Search Results Pages, errors on page, etc. (QRG Mar 2014, MC, SMX Advanced, 2014, PED Mar 10, 2014. JM, Jun 6,20 2014)
10. Made for Ads site – where users quickly click on your 50%+ ads above the fold (QRG Mar 2014. JM Feb 24, Mar 24, 2014)
11. EDIT: NONUSEFUL 404, or excessive 500 level, or any PHP / MySQL errors (JM Feb 24, Oct 10, 2014. QRG Mar 2014. JM once again denied that excessive 404s are an issue, other than eating up your crawl budget, and not passing any link juice, and again, if your users notice -- this is not good)
12. Main Content (purpose of page) is below the fold (JM, May 26, 2014. QRG Mar 2014)
13. Excessive, Unmarked, Deceptive, Interstitial, In-between the Text Ads and Popups (QRG Mar 2014)
14. Bad Reputation on Independent Sites (like BBB, Wiki, Scamreport, etc.) (QRG Mar 2014. Also “Bad Merchant” algo, Mar 9, 2013. SEL)
15. Blocking Googlebot from Onsite CSS or JS Important for Design(JM June 2,16 2014. MO SMX Advanced, June 2014)
16. Supplemental / Sidebar Content Useless or Distracting (QRG Mar 2014)
17. Low Quality / Spammy / Duplicated / Auto-Generated User Generated Comments / Posts (QRG, Mar 2014. JM June 2,16 2014) —possible negative SEO exploit
18. EMD held to higher standards (Dec 2, 2013, JM. PAT re: URLs with "generic" words in them)
19. Longer EMDs are spam factor (MC, SMX West, Mar 13, Private Convo, 2014. PAT re: URLs with "generic" words in them)
20. Slow speed a demoting factor - especially over 20 seconds to download, OR if creates ANY user dissatisfaction (check other browsers and mobile devices too) (MC, SMX Advanced, June 2013)
21. Any Ecommerce or Health or Legal Related sites etc. (YMYL) held to higher standards to protect Users (QRG, Mar 2014) — This can include ANY site that advises on health, or financial matters, or sells to people including any service (law, plumbing, etc.) or any purchase (real estate, ecommerce, etc.)
22. Reading level is too low (for YMYL) – jilted, simple, obvious text(QRG, Mar 2014) example from QRG: “Pandas eat bamboo. Pandas eat a lot of bamboo. It’s the best food for a Panda bear.”
23. Broken Links / Images Don’t Load / Site is Not Maintained / Pages appear abandoned (QRG, Mar 2014)
24. ANY Affiliate or “monetized links” or “sneaky redirects” to affiliate sites (that are not nofollowed? or cloaked) (JM&PF Nov 18, 2013. QRG, Mar 2014)

Common B2B SEO Mistakes and How to Solve Them

Working with a variety of companies large and small, local and international, B2B and B2C, on SEO projects over the past years has revealed a variety of common obstacles to success. For many reasons, B2B marketers often lag behind B2C in terms of tactics and adoption of new marketing technologies. The customer acquisition and buying cycle are very different for business to business than consumer oriented products and services.

Since SEO presents the biggest opportunity to generate a high quantity and quality of B2B leads, more B2B marketers are speeding up their ability to test innovative search engine optimization programs. Unfortunately, there are a mix of common mistakes that persist. Here are 5 common mistakes and how to avoid them.

1. Using Keywords More Important to You Than Your Customers

It’s pretty common for some B2B web sites, especially those in the technology space, to over emphasize nomenclature, specifications and in some cases, cleverly named products or categories as attempts to stand out.

These product and service references are accurate to someone, but often not the buyer. In many B2B SEO programs, one of the most frequent exercises is developing insight into what customers actually think about an industry or a company’s products and services. What a customer might type into a search box on Google, Yahoo or Bing may very well be different than the language the company uses in it’s own marketing and advertising content.

Here are a few tips on researching the keywords your customers use to find your products/service:

• Brainstorm based on solutions & customer needs
• Identify what concepts are most relevant according to where the customer is in the buying cycle
• Conduct interviews or survey customers
• Review current web analytics for referring search traffic
• Poll sales & customer service staff for phrases used by customers
• Leverage social media monitoring tools for tags and phrases
• Review competitor web site content

Once you’ve created a glossary of key terms, you can organize them by category of the site and add metrics for Popularity, Competition and Relevance to guide in their use for optimizing existing pages and creation of future pages. A Standard Keyword Glossary can be created based on input to tools like Wordtracker or Keyword Discovery. A Social Keyword Glossary can be created using social media monitoring tools that aggregate keyword clusters. Looking at both types of glossaries allows SEOs to find Cross-Over Phrases for social media optimization as well as standard SEO.

2. Content is Not Reachable by Search Bots

One of the most common issues with web sites performing poorly in search results has to do with barriers to getting crawled by search engines. Crawling of course means the process of discovering links and content and then copying that content. If a search engine cannot follow links to your web pages or follow the links between web pages of your site, then it will be difficult for crawlers to find your content. No content means no presence in the search results.

Many B2B web sites are created with technological and design prowess that offer a good user experience and even better tools to manage content. But they often ignore the need for search engines to interact with content. We’ve run into situations where title tags are hard coded exactly the same for all pages of a site, or Ajax or Flash are used to create navigation elements within product categories that are seen as one web page vs 5 or 6. Multiply those missing 5 pages across hundreds of products and that’s a very large portion of content not being able to attract new customers.

Here are a few ways to avoid crawling issues:

• Avoid unnecessarily complex URLs & using session ids
• Do not publish multiple URLs to duplicate content
• Rather than use temporary redirects (302 or JavaScript) use a 301 redirect to point old pages to new pages
• Understand that if you site navigation relies on Ajax, Flash or JavaScript, you’ll want to provide an alternative text link navigation method.

Use Google’s Webmaster Tools or even those offered by Bing to see how their respective bots are interacting with your site. If there are crawling errors, they will be reported along with broken links and a variety of other useful feedback that you can use as a basis for implementing fixes.

3. Lack of New Content

If you read Online Marketing Blog with any frequency (and we hope you do) then you’ll know how we feel about content for marketing B2B companies. A longer buying cycle for most B2B products and services requires more content to educate customers, help them evaluate their options, consider choices and ultimately, make purchasing decisions. Many B2B SEO efforts focus on optimizing existing content without a content marketing strategy that defines and editorial calendar for producing new content. Blogs have been our tool of choice for managing and promoting B2B marketing content to attract customers via search, links and mentions within social media and networking sites.

Along with the creation of new content is the issue of site architecture. Managing content along with the interlinking of keywords to pages helps search engines find pages and infer meaning. Fresh, themed content along with a logical site structure using categories, sub-categories and appropriate links between them can make a tremendous impact on search engine driven customers to a B2B web site.

Each new web page that is optimized, published and included in a search engine’s index can serve as a potential entry point for prospects, customers and even journalists and potential employees. Many companies in the business to business category publish large numbers of documents in PDF format. Those can be optimized with keywords and links just like any other document. The same goes for whitepapers, archived newsletters, press releases, past webinars, case studies and content used to describe online demos.

However, do not create and publish content just for the sake of adding more “hooks in the water”. Pages and media should have a purpose and should be mapped out in the keyword glossary and managed with a content editorial guide. Search performance is greatest when you optimize content for customers first, search engines second.

4. Keywords Missing in Content and Text Links

Content alone does not solve SEO challenges, since customers search using keyword phrases. The keyword research conducted in the first recommendation should be used to “optimize” web page content and any other file formats (PDF, DOC, PPT) or media (images, video, audio) that can be found in a search engine. A general guide is to optimize for 1-2 phrases per web page, document or digital asset.

Here are some basic on-page content optimization tips to guide the usage of keywords:

• Title tags
• Headings
• Paragraph titles
• Keywords in body copy
• Anchor text in links
• Image alt text

Ideally, the content management system would be modified to prompt users to use keywords in these areas when new pages are being created. Dynamic keyword insertion tactics can also be used to help automate keyword placement in Title tags and the alt text of images, for example.

As far as links go, one of the most often missed opportunities is to encourage keywords in links from other web sites to B2B content. Many marketers complain that they don’t know where to get incoming links for B2B pages outside of paid directories, link swaps and social news/bookmarking/profile sites. Basic backlink analysis on sites with active PR, Advertising and Marketing programs will frequently reveal anchor text of incoming links to be the company name.

The core strategy that we follow whether the site is focused on B2C or B2B customers is to create, package and promote content that’s worth linking to. However, no one will know to link to great content unless you promote it. One of the most effective ways to do that is by developing social distribution channels.

Here are a few examples:

• RSS
• Twitter
• Facebook & LinkedIn status
• Facebook & LinkedIn groups
• Social News, Networks & Media: Digg, Delicious, StumbleUpon, Flickr, YouTube

One of the best ways to acquire keyword rich links from other relevant web sites to B2B content is to ask! For example, when Public Relations staff coordinate the publishing of a contributed article or have secured a media placement mentioning the company, they can also remember to ask the journalist to link back to the company site. The worst the editor can say is no, it’s not our policy to link out. Press releases are common link building tactics as are guest posts on other industry blogs. The other best way to acquire B2B links is to create unique and often humorous or compelling content that gets shared and linked to by others.

Check out this post on the TopRank Marketing site for even more link building ideas, 43 actually!

5. Not Monitoring KPIs and Ongoing Optimization of Content Marketing

Each phase in the buying cycle presents different needs for the buyer that’s using search to find information and solutions. Monitoring key data and interactions that are not necessarily conversion or sales focused can provide helpful insight into what content or link sources are helping to move the needle in the right direction. Meeting the needs of searchers with the right content can be measured in a variety of ways according to what’s being offered.

A few KPIs to pay attention to include:

• Keyword sourced traffic
• Branded vs non-branded keyword traffic
• Pages indexed, popular entry pages
• Crawling errors & Webmaster Tools Reports
• Rankings relative to your own site over time
• Inbound links: quantity, quality, longevity
• Link traffic
• Social media citations & traffic

Of course, reaching goal pages & conversions are part of the B2B search marketing feedback loop to guide future optimization as well. For one of the best resources on the web for measuring web site performance, read Avinash Kaushik’s Web Analytics Blog.

Through ongoing monitoring, keyword performance trends, cyclicality and new opportunities will be revealed. Adjusting certain optimization and linking efforts can improve performance and provide new channels of search traffic.

For an experienced search marketer, these mistakes are very simple and fundamental. In fact, they’re really the tip of the iceberg. However, our agency receives multiple inquiries every day from companies that suffer from these core SEO issues. Every day, week, month and year that goes by presents the same types of issues and until their solutions become as common as the need for a contact form and a home page on a web site, they will continue.