It had been a few months since Google ran a refresh to its Panda algorithm, but November came with not one, but two, updates. For marketers who need a little reminder – Google’s Panda algorithm debuted in February 2011, as part of the company’s drive to parse web content and improve overall search quality for its users. Panda’s main objective is to remove and downgrade shallow content that offers little substance to its readers, which is why content creation is so essential in the digital era.
According to Search Engine Land, Google confirmed that it ran a refresh to the Panda algorithm on Wednesday, November 21, 2012. The industry blog’s editors initially asked Google if there was an update on November 20th, but the search company denied the claim at the time, saying a refresh would come within seven to 10 days. The update occurred the next day.
By Search Engine Land’s numbers, the update marks the 22nd time Google has refreshed Panda, and the second time this month. Prior to the November 21st update, Brafton reported that Google announced Panda 21 rolled out on November 5.
The Panda refresh that took place earlier this month impacted 1.1 percent of English queries, and the more recent update affected 0.8 percent of queries. Overall, November shaped up to feature some major alterations to Google’s algorithms, and marketers must closely monitor their traffic to understand if their sites have been targeted.
Brands can avoid the stress that comes with each new Panda refresh by actively managing their content marketing strategies. Panda is meant to punish websites that publish spammy content. Marketers who take time to craft custom content that provides prospects with data they can use in their everyday lives, during research processes or within their own businesses stand to benefit. While Google’s regular Panda refreshes improve search quality, they are also reminders of just how crucial website content is for brands today.