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10 Ways to Fix SEO Rankings in Google's New Search Algorithm

April 6, 2011 By Heather Fletcher
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It feels a bit like an Alcoholics Anonymous meeting in the SES New York 2011 session, "Panda: The Aftermath."

Bob Brooks rises from his seat to admit he's been lazy about ensuring toilet monsters and wine bras from his gift site, BaronBob.com, rank highly in organic Google search results for "funny gifts" and "unusual gifts."

"I got too comfortable," discloses the Maywood N.J. businessman.

Dani Horowitz admits her information technology forum relied too much on just one search engine, resulting in her unique U.S.visitors dropping from 90,000 to 15,000 a day on Feb. 28—when the Google algorithm most recently changed.

"I don't know what happened," says Horowitz, founder and CEO of Uniondale, N.Y.-based IT discussion community DaniWeb.com.

What happened is known colloquially as Panda or Farmer, an update to the algorithm that ranks search results in Google. "[It's] a change that noticeably impacts 11.8 percent of our queries," wrote Google Fellow Amit Singhal and Principal Engineer Matt Cutts in the Feb. 24 Google Blog post "Finding More High-Quality Sites in Search."

News sites such as mashable.com and msn.com gained traffic, while "content farms" with low-quality content lost visibility in double digit percentages, according to research by Marcus Tober of German-based search analytics company Searchmetrics. But more than media outlets were affected.

So a panel from SearchEngineWatch.com listened, consoled, attempted to put the issue in perspective and, primarily, provided advice on how marketers on the losing end of the change could try to make it right.

 

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FROM THE BOOKSTORE

<P>“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.” <BR><STRONG>--Chris Brogan</STRONG>, president of Human Business Works <BR><BR>“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In <EM>Social Media ROI</EM>, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.” <BR><STRONG>--Jay Baer</STRONG>, coauthor of <EM>The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social <BR></EM><BR>“<EM>Social Media ROI</EM> gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with <EM>Social Media ROI</EM>.” <BR><STRONG>--Geoff Livingston</STRONG>, author of <EM>Welcome to the Fifth Estate</EM> and <EM>Now Is Gone</EM> <BR><BR>“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.” <BR><STRONG>--Kyle Lacy</STRONG>, principal at MindFrame (yourmindframe.com) and author of <EM>Branding Yourself <BR></EM><BR>“Ladies and gentlemen, the social media code has officially been cracked. In <EM>Social Media ROI</EM>, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.” <BR><STRONG>--Sally Hogshead</STRONG>, author of <EM>Fascinate: Your 7 Triggers to Persuasion and Captivation</EM> <BR><BR>“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.” <BR><STRONG>--Brandon Prebynski</STRONG>, social media strategist <BR><BR><STRONG>Use Social and Viral Technologies to Supercharge Your Customer Service! <BR></STRONG><BR>Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. <EM>Social Media ROI</EM> delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. </P> Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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