Did your front desk phone stop ringing suddenly today?
Yesterday Google announced the launch of Panda 4.0 update – an update designed to further strengthen the quality of content they drive users to. (Read that backwards: Google is taking even more aggressive steps to filter out sites that deliver low quality garbage content.)
While this is an on-going roll-out, some results are already in and they are striking.
PILMMA 2016 Legal Marketing & Management Super Summit
Wednesday, September 21st, 2016
Alan Bleiweiss (as far as I’m concerned the web’s best Forensic SEO auditor) shared the Google Analytics data below showing just how massive an impact Panda can have on some sites. What’s interesting in this case – its a client dealing with multiple algo penalties that has now cleaned up their act and under Alan’s guidance is played the game correctly and is seeing a massive upside from the Panda 4.0 roll-out.
What Panda 4 Means For Lawyers
The legal industry is probably one of the worst offenders when it comes to low end content – driven heavily by the “content content content” call that was drummed by the SEO industry eager to sell lawyers blogging platforms and posts. Given the extent of what we’ve seen from people like Alan and the incredibly heavy buzz this has generated among SEO geeks, I’d expect to see a very heavy impact to the legal industry. Legal marketer, Shely Fagin has already reporting a heavy improvement in rankings for Avvo (this has NOT been confirmed by my old friends at Avvo, but frankly doesn’t surprise me as from my past experience I know they have a huge commitment to quality content.)
What to Do
Strap in and watch your Google Analytics account. If you’ve been outsourcing content abroad, spinning content, paying anyone less than $20 a post, or have content developed by one of the big box providers – I’d be very concerned. Make sure you know how to generate a filter to look only at “non-paid search traffic” (image below) and look for big changes. I generally recommend patience – but this is a big shift and unfortunately you might now being paying the price for a hiring a low quality vendor.