Below is live coverage of the Panda-Proofing Your Content panel from the SMX East 2011 conference.
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Stay tuned! Live updates will begin momentarily.
12:44:17 PM Barry Schwartz: We start shortly....
12:45:31 PM Barry Schwartz: Here we go, Chris Sherman is the mod here.
Heather Lloyd-Martin, President and CEO, SuccessWorks Search Marketing (@heatherlloyd)
is up now
Like it or not, we are all content marketers...
12:49:34 PM Barry Schwartz: Marketing people have to become more like content engineers...
12:51:10 PM Barry Schwartz: Creating content for search engines, as Heather puts it, was "the war cry" from her clients.
12:51:28 PM Barry Schwartz: Creating content for search engines was about writing content as fast as possible.
12:51:37 PM Barry Schwartz: This was the case before Panda.
12:52:00 PM Barry Schwartz: The search engines do not pay your bills, your customers do, so make sure to write your content for customers.
12:52:49 PM Barry Schwartz: Now, since Panda, we are going back to the fundamentals...
12:53:16 PM Barry Schwartz: 92% say content creation is very effective as an SEO tactic but it is very hard to implement.
12:54:21 PM Barry Schwartz: The solution she said is create an editorial calendar that makes it easy for your to do this. Quality content lets you do this easily.
12:54:32 PM Barry Schwartz: Heather said, "The key is to stop asking what Google wants."
12:54:49 PM Barry Schwartz: Develop content around keyword research, this is back to basics...
12:55:29 PM Barry Schwartz: Look at the questions your customers are asking you via phone, via email, etc. Create content around those questions...
12:56:09 PM Barry Schwartz: It is a great place to tell stories about your products and services...
12:56:20 PM Barry Schwartz: Create content for your "sales funnel"
12:57:06 PM Barry Schwartz: Will your customers give you a case study or a video testimonial?
12:57:57 PM Barry Schwartz: So once you have this content you can repurpose this content across other mediums such as white papers, ebooks, blog posts, sales pages, case studies and so on...
12:58:19 PM Barry Schwartz: Side note: not to kiss up but Heather rocks and she is a legend at content
12:59:38 PM Barry Schwartz: She talks more about editorial calendars to keep track of what they do across those mediums.
12:59:50 PM Barry Schwartz: It becomes difficult when this is random, so a schedule is key.
1:00:25 PM Barry Schwartz: Side note: Personally, I do not use a calendar, I just write every day between 7am and 9am. But I do not have topics until that morning... But for most people, a calendar is the best method.
1:01:19 PM Barry Schwartz: Action steps: evaluate your current content assets, get everyone on the same page, develop a calendar, make sure people look at the quality, have fun with it!
Next up: Horst Joepen, CEO, Searchmetrics (@HorstJoepen)
1:05:32 PM Barry Schwartz: Most noted penalties: BMW in 2006, 2009 with Vince, 2010 MayDay and Brand Update, 2011, JC Penney, Overstock and then Panda
1:05:47 PM Barry Schwartz: Personally, I hate when people call penalties updates :)
1:05:54 PM Ben Pfeiffer: Hey ask the panelists when it gets to Q&A what length of content is recommended these days for quality blog posts/articles? Does it matter?
1:06:21 PM Barry Schwartz: BEfore Panda they had analytics supported but manual quality ratings
1:06:33 PM Barry Schwartz: After Panda there is permanent quality assessment
1:07:11 PM Barry Schwartz: He shows some charts of ezinemark.com during the Panda updates....
1:07:40 PM Barry Schwartz: Can you detect warning signs?
1:08:20 PM Barry Schwartz: If your site ranks fine now, why change - he asks...
1:08:29 PM Barry Schwartz: Well, you need to look for warning signs...
1:08:51 PM Barry Schwartz: If your competitors get hit but you do not, then you should watch out, you may be next.
1:09:19 PM Barry Schwartz: He shows some international rollouts of Panda and how it hurt ciao.fr, a microsoft property
1:10:36 PM Barry Schwartz: The impact of this can differ from different countries.
1:10:56 PM Barry Schwartz: idealo.de vs idealo.fr, there was no change in Germany but a 39% change in France
1:12:20 PM Barry Schwartz: JCPenney had their penalty and they had a huge drop and then 4 weeks later they were released and then JCPenney was nailed by Panda 2.1
1:12:41 PM Barry Schwartz: But now JCPenney is at a better level now, since recent Panda updates.
1:14:22 PM Barry Schwartz: He shows how penalties hurt various car sites like and didnt hurt others. Analysis the peer groups...
1:14:39 PM Barry Schwartz: ehow didn't get hit in the first round but got nailed later.
1:15:08 PM Barry Schwartz: Warning Signs: Reasons for penalties will be built into Panda and algo improvements and indicates what will hit you later.
1:15:43 PM Barry Schwartz: What to look for? who got hit, why did they get hit, compare backlinks, compare content and structure, adsense, affiliate loads, social network activities, and compare user experience.
1:17:08 PM Barry Schwartz: SEO 2.0 winners, sites with original content, brands and google (price comparison, shopping, video, etc.)
1:18:02 PM Barry Schwartz: When it happens adjust your SEO strategy, focus on long tail, short term compensate with PPC or universal search (videos, etc) and distribute content on subdomains and worst case do a relaunch
1:18:45 PM Barry Schwartz: Internationally, they had a benefit of a time gap between the US and international roll out...
1:19:03 PM Barry Schwartz: Key takeaways: SEO 2.0, peer group monitoring, learn from others and don't stand back.
1:19:28 PM Barry Schwartz: Next up is Chris Silver Smith, Director of Optimization Strategies, KeyRelevance
1:22:09 PM Barry Schwartz: Panda is not just an algo update, it is a platform for new ways to understand the web and user experience. quoting vanessa fox
1:22:25 PM Barry Schwartz: Danny Sullivan said it's not a new algo, its a new factor.
1:23:04 PM Barry Schwartz: He said it is a combo of automated metrics and human factors and then scoring those factors.
1:23:38 PM Barry Schwartz: In 2006 he said SEO may be eclipsed by user centered design
1:27:11 PM Barry Schwartz: There was a leaked Google spam recognition guide for quality evaluators
1:27:40 PM Barry Schwartz: Thin affiliate doorway pages is in that guide
1:28:01 PM Barry Schwartz: There are those affiliate who provide value add, so not all affiliates are equal.
1:28:22 PM Barry Schwartz: Google is still hiring temps to do this manual work.
1:29:58 PM Barry Schwartz: Google uses combo of factors for quality evaluations, some are machine detectable... such as clicks on SERPs, bounce rates, time on a site, linking, and social media shares, votes, mentions, etc.
1:30:42 PM Barry Schwartz: They also have human evaluators and then they use an algo to mix it up.
1:31:37 PM Barry Schwartz: So it takes a while to compute this and that is why there are nice gaps between Panda updates, he said.
1:32:03 PM Barry Schwartz: They cannot scale human factors across all pages, so they may combine it with their trustrank algo
Tips: remove/noindex pages with low qualoty content
1:34:00 PM Barry Schwartz: Site command to search error pages, and such
1:34:55 PM Barry Schwartz: Tips: Include relevant images, videos, maps, links, charts
1:35:05 PM Barry Schwartz: Do strong social media campaigns with your PR campaigns
1:36:13 PM Barry Schwartz: UX testing, clean up spam out of comments and forums, don't force users to click to secondary pages, use rel=author, dont have spelling or grammer issues, etc.
1:37:19 PM Barry Schwartz: Remove excessive ads, become an authority, publish a book and avoid over optimization
1:37:48 PM Barry Schwartz: That is all from Chris
1:37:59 PM Barry Schwartz: Some Q&A Time...
1:38:32 PM Barry Schwartz: Someone asked when will be stop calling it Panda.
1:39:52 PM Barry Schwartz: Submitted your Question Ben
1:40:57 PM Barry Schwartz: Q about site wide vs page by page re Panda...
1:41:14 PM Barry Schwartz: Chris said, he thinks Panda can be applied to page by page... (I am not too sure)
1:41:35 PM Barry Schwartz: He said sometimes certain pages will remain ranking if a site was hit by Panda.
1:47:26 PM Barry Schwartz: Okay, I got to run. Meeting... Stay tuned for more coverage. May or may not do more today.