If you needed to clean your oven but didn’t know how, what would you do? You would probably Google “how to clean oven” from your laptop, iPad or phone and get 93,000,000 results. Some of the high ranking results provide helpful advice but the vast majority are filled with more spam and junk content than the helpful advice you were seeking. Until recently.
On May 20th, Google’s head of webspam, Matt Cutts, announced that the search engine giant would be releasing a new update to their search algorithm affecting search engine optimization strategies. This new release, Panda 4.0, focuses on ensuring valuable, non-spammy content ranks at the top of the search engine results.
As with any algorithm change by Google, there are those who rise in rankings and those who are crushed by the update. Even though only 7.5% of English search queries are affected by Google’s Panda update, it still provides a significant opportunity for local business owners, especially those in healthcare.
As websites like eBay.com and Ask.com, websites largely comprised of syndicated or duplicate content (also known as aggregators) get buried in the search results, the Panda update allows other websites to rise in the rankings. For instance, the big Panda 4.0 winners so far are Glassdoor (a site that provides useful information for job seekers), eMedicine Health (which provides helath information for consumers) and Medterms (a medical dictionary). Because these sites have a lot of good quality content, they are seeing huge gains in traffic thanks to Panda 4.0.
For local medical practices, this opens a tremendous opportunity. According to Pew Internet and American Life Project data, over 80% of Internet users or 93 million Americans have searched for health-related topics online. As evidenced above, health-related websites that focus on providing helpful, authentic original content can benefit from Google’s Panda update. To capitalize on this update, publish original content your patients and perspective patients would search for online and find useful.
As businesses learn to circumvent Google’s algorithm, changes will continue in the future. As long as your strategy follows Google’s core recommendations, you will not see any negative impacts as a result of new algorithm changes. In the meantine, take full advantage of the Panda update by crafting a strong content strategy modeled off eMedicine Health which focuses on providing original health information for consumers.
How has Panda 4.0 negatively or positively impacted your business online?
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.searchenginejournal.com/hit-hardest-panda-4-0-answer-may-surprise/106461/