Google Panda
Google's Google Panda is a major change to the company's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites",[1] in particular "content farms",[2] and return higher-quality sites near the top of the search results.
CNET reported a surge in the rankings of news websites and social networking sites, and a drop in rankings for sites containing large amounts of advertising.[3] This change reportedly affected the rankings of almost 12 percent of all search results.[4] Soon after the Panda rollout, many websites, including Google's webmaster forum, became filled with complaints of scrapers/copyright infringers getting better rankings than sites with original content. At one point, Google publicly asked for data points to help detect scrapers better.[5] In 2016, Matt Cutts, Google's head of webspam at the time of the Panda update, commented that "with Panda, Google took a big enough revenue hit via some partners that Google actually needed to disclose Panda as a material impact on an earnings call. But I believe it was the right decision to launch Panda, both for the long-term trust of our users and for a better ecosystem for publishers."[2]
Google's Panda received several updates after the original rollout in February 2011, and their effect went global in April 2011. To help affected publishers, Google provided an advisory on its blog,[6] thus giving some direction for self-evaluation of a website's quality. Google has provided a list of 23 bullet points on its blog answering the question of "What counts as a high-quality site?" that is supposed to help webmasters "step into Google's mindset".[7] It has been incorporated in Google's core algorithm since 2015.[8]
The name "Panda" comes from Google engineer Navneet Panda, who developed the technology that made it possible for Google to create and implement the algorithm.[9][4]
Ranking factors
The Google Panda patent (patent 8,682,892), filed on September 28, 2012, was granted on March 25, 2014. The patent states that Google Panda creates a ratio with a site's inbound links, and reference queries, search queries for the site's brand. That ratio is then used to create a sitewide modification factor. The sitewide modification factor is then used to create a modification factor for a page based upon a search query. If the page fails to meet a certain threshold, the modification factor is applied and, therefore, the page would rank lower in the search engine results page.[10]
Google Panda affected the ranking of an entire site or a specific section, rather than just the individual pages on a site.[11]
Updates
For the first two years, Google Panda's updates were rolled out about once a month, but Google stated in March 2013 that future updates would be integrated into the algorithm and would therefore be continuous and less noticeable.[12][13]
Google released a "slow rollout" of Panda 4.2 starting on July 18, 2015.[14]
See also
References
- ↑ "How Google Panda & Places Updates Created A Rollercoaster Ride For IYP Traffic". Search Engine Land. https://searchengineland.com/how-google-panda-places-updates-created-a-rollercoaster-ride-for-iyp-traffic-101683.
- ↑ 2.0 2.1 O'Reilly, Tim (2016-11-16). "Media in the age of algorithms". O'Reilly Media. https://www.oreilly.com/ideas/media-in-the-age-of-algorithms.
- ↑ Testing Google's Panda algorithm: CNET analysis, CNET.com, April 18, 2011, http://news.cnet.com/8301-31921_3-20054797-281.html
- ↑ 4.0 4.1 TED 2011: The 'Panda' That Hates Farms: A Q&A With Google’s Top Search Engineers, Wired.com, March 3, 2011, https://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms
- ↑ "Google Losing War With Scraper Sites, Asks For Help". Search Engine Watch. http://searchenginewatch.com/article/2105023/Google-Losing-War-With-Scraper-Sites-Asks-For-Help.
- ↑ "Another step to reward high-quality sites". Official Google Webmaster Central Blog. http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html.
- ↑ "More guidance on building high-quality sites". Google. http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html.
- ↑ 1.3kshares; 78kreads. "A Complete Guide to the Google Panda Update: 2011-21" (in en). https://www.searchenginejournal.com/google-algorithm-history/panda-update/.
- ↑ Google Panda at Brafton
- ↑ Panda, Navneet. "US Patent 1,864". USPTO. http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&r=1&f=G&l=50&d=PALL&S1=08682892&OS=PN/08682892&RS=PN/08682892.
- ↑ van der Graaf, Peter (November 3, 2011). "Panda DNA: Algorithm Tests on the Google Panda Update". Search Engine Watch. https://www.searchenginewatch.com/2011/11/03/panda-dna-algorithm-tests-on-the-google-panda-update/.
- ↑ Schwartz, Barry. "Google: Panda To Be Integrated Into The Search Algorithm (Panda Everflux)". Search Engine Land. https://searchengineland.com/google-panda-to-be-integrated-into-the-search-algorithm-panda-everflux-151528.
- ↑ "Google Algorithm Change History". Moz. http://moz.com/google-algorithm-change.
- ↑ "Google Panda 4.2 Is Here; Slowly Rolling Out After Waiting Almost 10 Months". Search Engine Land. http://searchengineland.com/google-panda-4-2-is-here-slowly-rolling-out-after-waiting-almost-10-months-225850#.
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