Why Digital Experience is Everything

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The document discusses Google's Panda algorithm, which assesses the quality of websites and influences their search rankings. It emphasizes the importance of creating relevant, well-structured, and engaging content to avoid penalties from the algorithm. Additionally, it highlights the need for user-friendly design and clear calls to action in web content.

Marketing

“Panda is an algorithm that’s applied to
sites overall and has become one of our
core ranking signals. It measures the
quality of a site, which you can read more
about in our guidelines. Panda allows
Google to take quality into account and
adjust ranking accordingly.”
Google

PA N D A U P D AT E D
24th October 2014
Panda update
(oh shit)

… but what else
happened here?
N O T E V E R Y T H I N G I S D O W N

This looks even
worse!
C O N T E N T S E G M E N T S - Y E U C H

Ahh… this
looks better
E X C L U D E T H AT S E G M E N T …

• Boring
• Irrelevant
• Badly written
• Hard to read
• Slow to load
• … “Thin Content”
• Low dwell time
• High pogo-stick rate
• In relation to what?
Perception
Panda Reality

T H E S E A R E Y O U R C U S T O M E R S

R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

Webmaster Tools Queries
Concise, well-labelled
What’s the next step?
What do you want the user to do?
Skimmable & easy to read
Topic-based keywords as H2
Your conclusion
Too Long, Didn’t Read
What’s the next step?
What do you want the user to do?
R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

• Multiple tabs
• Emails
• Slack
• Twitter
• Young people’s social media
• Mobile notifications
• Pies (in the north)
• Someone talking to you (retro)
• ‘Consume’ content differently
• Up & down reading
• Share without reading
• Easy ‘pull the eye’ signals

• Answer the query quickly
• Cut the crap
• Write well, bring it to life
• Design it in well
• Construct your content
• Invest in design
PA N D A I S A B O U T C O M B AT T I N G B O R E D O M &
L A C K O F T R U S T

@clevergareth Stand C18gareth@cld.agency
CONTACT ME STALK ME REALLY STALK ME

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Why Digital Experience is Everything

2. Some text

4. “Panda is an algorithm that’s applied to sites overall and has become one of our core ranking signals. It measures the quality of a site, which you can read more about in our guidelines. Panda allows Google to take quality into account and adjust ranking accordingly.” Google

5. PA N D A U P D AT E D 24th October 2014 Panda update (oh shit)

6. … but what else happened here? N O T E V E R Y T H I N G I S D O W N

7. This looks even worse! C O N T E N T S E G M E N T S - Y E U C H

8. Ahh… this looks better E X C L U D E T H AT S E G M E N T …

9. F O C U S O N T H E S E G M E N T

10. • Boring • Irrelevant • Badly written • Hard to read • Slow to load • … “Thin Content” • Low dwell time • High pogo-stick rate • In relation to what? Perception Panda Reality

13. T H E S E A R E Y O U R C U S T O M E R S

17. https://dejanseo.com.au/web-content/

18. R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

19. Webmaster Tools Queries Concise, well-labelled What’s the next step? What do you want the user to do? Skimmable & easy to read Topic-based keywords as H2 Your conclusion Too Long, Didn’t Read What’s the next step? What do you want the user to do? R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

21. • Multiple tabs • Emails • Slack • Twitter • Young people’s social media • Mobile notifications • Pies (in the north) • Someone talking to you (retro) • ‘Consume’ content differently • Up & down reading • Share without reading • Easy ‘pull the eye’ signals

22. • Answer the query quickly • Cut the crap • Write well, bring it to life • Design it in well • Construct your content • Invest in design PA N D A I S A B O U T C O M B AT T I N G B O R E D O M & L A C K O F T R U S T

24. H O W A R E T H E Y N O W ?

25. A N D T H AT S E G M E N T ?

26. @clevergareth Stand C18gareth@cld.agency CONTACT ME STALK ME REALLY STALK ME

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Why Digital Experience is Everything

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