On May 21, 2014, Matt Cutts (Director of
Google’s anti-spam department) announced what many webmaster experts and SEO
analysts were waiting for: a series of changes and updates to Google’s
In this case, the update has fallen on the now
famous Google Panda, with its version 4.0. During the first two years with
Google Panda, updates occurred almost every month, until March 2013, it was
announced that the following changes would occur directly in the algorithm, and
would, therefore, be more discrete, without notifications from Google.
On this occasion, the new update of the Panda
4.0 algorithm has been announced, but nevertheless, it is complemented by an
announcement that no major changes will be made, but this update will lay the
foundations for future updates of the algorithm.
The update of Google Panda 4.0. It will refine
the search results of the queries, favoring the visibility of those spaces that
have good quality content, and worsening the effects to those areas with
low-quality content, duplicate contents or excessive advertising.
At the moment, the changes have not had a
major impact on the search results of our country, but in the future, the havoc
for the Spanish market may begin to be seen. This update can be translated and
observed with the following consequences:
decrease in positioning and, consequently, visits a website with low-quality
Increase in positions in the search engine for pages that, after being
penalized in the past by Google, have solved the problem by improving the
quality of its content.
rest of the pages, which will not notice any change in the search engine, since
they are in a good or medium position according to the sector’s competence, and
their content is of good quality.
Impacts and Considerations
From prospect, we continuously follow these
changes in the Google search algorithm to adapt and continue to improve the SEO
and content strategies of our clients. Some areas to which we pay particular
attention after the update are the following:
Increase the quality of the content offered on the web adapting it to
user searches, thus achieving, in addition to providing an added value to the
users’ browsing experience, improving the search engine positioning. It will be
increasingly important to include viral pieces on our website to enhance our
visibility in the search engine, actions called “performance
Change those contents of the website that can be considered as spam in
the eyes of Google Panda, how excessive advertising in space, duplicate content
or content that does not relate to the searches for which we want to position.
Although it is more linked to Penguin, review
of external links that point from pages that either may be penalized for having
a low-quality content or have already been penalized.