An unannounced Google Panda update on November 21 may have impacted your property's search rankings. Panda, Google's algorithm that determines page rankings, has been updated regularly since its debut in February 2011.
Search Engine Land reported that Google's 22nd Panda update impacted 0.8 percent of web searches "to a degree that a regular user might notice." While this number may not seem too high, it has the potential to make an impact on how your property ranks among web searches and change how prospects find you on the web.
Measuring the Impact
Panda rewards websites that use SEO best practices and punishes pages that use frowned-upon SEO techniques. If you've been keeping a close eye on your rankings in the past few days and haven't noticed a change, your website likely wasn't affected by the update.
If you've neglected to check your rankings recently, now is a great time to do so. You can determine if your site has been targeted by Panda's latest update, and if so, what you'll need to do to boost your rankings once more.
Follow Best Practices Google hasn't announced what its latest Panda update will be looking for in terms of page quality, but it's always smart to keep the best SEO practices as part of your online search marketing. If you consistently use approved techniques and carefully avoid black-hat practices, you're likely to maintain or increase your search engine ranking.
Keywords. Remember to regularly perform keyword research to determine which terms are—or aren't —working for your pages. When you write website content or blog posts, be sure to include these terms at regular intervals, but don't force a keyword that clearly doesn't flow with a sentence. Using terms too frequently could make your page appear spammy, but inserting them too sparingly may hinder your SEO efforts and prevent potential renters from finding your site.
Consistency. Remember to post keyword-rich content with regularity. Search engines prefer frequently updated webpages, so if your last blog post took place six months ago, you could be penalized. Create a schedule for web posts and stick to it to bolster your SEO.
Creativity. No one wants to read long, uninteresting blog posts. Get potential renters excited about your property by posting exciting updates and news about your property or local neighborhood. However, be careful to ensure your content doesn't look too similar to someone else's, as duplicate copy can harm your search results. Keep your posts fresh, interesting and unique—it's one of the best ways to help you find more prospects.
Brought to you by G5, the leading provider of Digital Experience Management (DXM) software and services in the property management sector.