As we now know – Panda is Google’s effort to clean up its search results to ensure that Google can continue its dominant position in search. Google continues to tweak and improve Panda, and last week it implemented Panda 2.5.
As we look at the websites which are benefiting from Google Panda – we see a continued trend. Large established brands continue to gain visibility with each Panda update. For example, websites including wsj.com, aol.com, foxnews.com and usmagazine.com saw a nice boost from Panda 2.5. Other mainstream websites such as eBay, Youtube, Techcrunch, and Mashable were reported to have been winners of past Panda updates.
As we can see, the trend here is that large companies, with a lot of employees, are gaining traffic. A lot of the losers are smaller, lesser known websites, which implement automated systems and employ much less people. When it comes to online news – as Google favours large publications – these large brands are going to want to bring on more writers to produce more content. So, individual bloggers who can’t get ranked on their own, may have to work for a large website if they want to make an impact. And those working in the newspaper industry whom have already lost their job or worry about losing it – are surely to benefit from Google Panda favouring the large industry players.
There is clearly low barriers to entry on the web. Anyone with an internet connection can launch a blog – and these independent bloggers, in the past, could write content that competes with the large organisations. These large organisations have overhead, and with a level playing field – they couldn’t compete with the independents. But as a result Google Panda – these large organisations are now getting a huge boost. Search engine traffic is not only targeted, but it also often performs the best with advertisers as these are new users which haven’t yet tuned out ads like repeat users learn to do.
With large websites and news organisations ranking better in Google – they will have the budget and revenue to bring on more writers. These organisations will also be able to stabilise their business as quality search rankings are like annuities which continue to spit out traffic and profits long after the content was published. And with boosts in traffic and revenue, these organisations theoretically could increase head count in other areas of their business as well.
So, if you are working in news or publishing, and you are fearful of the pink slip – Google Panda is here to help you sleep better at night!
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