An effective SEO strategy over time must take into account the periodic updates that the Google team applies to its algorithms. Without such attention, even the most effective site can experience a sudden drop in ranking. It doesn't matter if the changes in the algorithm parameters are small overall: they also affect your site's ranking on search engines, with negative consequences that are completely counterproductive for your business volume.
A telling example of this mechanism was the introduction in February 2011 of the update known as Google Panda. Aimed at combating what Google identifies as webspam, this update led to the number of organic visits to some sites dropping by more than 80%.
Predating the introduction of the other important Google Penguin algorithm by about a year, Panda was designed to analyse in particular the on-page factors of your site and counteract their manipulation by so-called Black Hat SEO. When a site is penalised, the graphs relating to organic visits shown by Google Analytics are very clear and immediately reveal the problem.
Let's take a look at some of the main causes that can generate penalisation:
If your site contains too many pages with too little text content compared to the overall html code, the algorithm interprets this as a sign of low quality.
Signs of low quality are also the presence of pages with identical content to other websites or, worse still, the repetition of the same content in different URLs belonging to the same site (e.g. meta descriptions or titles with little variation).
This term refers to the misuse of optimisation techniques such as keyword stuffing or the overloading of internal links, which among other things disturb the user experience.
This parameter is adjusted on the basis of other aspects such as bounce rate statistics (i.e. how many times users land on a page and immediately leave it without performing any interaction) or dwell time (i.e. the estimated time a user stays on a web page).
Below you can find an example of a site on which we implemented the recovery strategies needed to get out of Google Panda's anti-duplication filter. In this case, the traffic in the post-penalisation situation was 4 times higher than that of the penalised site and almost double the site's original traffic (before penalisation). After resolving internal issues, it is normal for the site to perform better than before, as search engines are able to understand the real value.
The algorithm known as Google Panda works exclusively on-site, which means that the problems generating the penalty are all visible by inspecting the source code of the site and, once resolved, the site will be out of the penalty in a few weeks.
Thanks to our advanced SEO tools, we are able to perform comprehensive on-page audits. Our analytical approach can identify site flaws and find tangible solutions for recovery, allowing you to gain rankings, traffic and revenue.
Our years of SEO experience and the proprietary technologies we have developed allow us to conduct the entire solution process in the fastest and most efficient manner available on the market today.