Page Rank & link Building Post Panda

These two charts take a moment to understand. They are really cool in displaying concepts that few understand. I borrowed these from Ryan Diess’ Digital Marketing Membership which is great resource for marketers.

what makes page rank

The first chart tells us what goes into making page rank and what each component is worth. rust and authority of the site is the key. Nest is link popularity, then anchor text followed by on page SEO and keyword analysis. After that hosting, traffic and social indexing follow. Now G is always tweaking these and the Penguin update shifted anchor text a good bit. Lately the bounce rate of the site and how long people stay on it is given more relative importance and we expect this to continue to be a defining feature of ranking a site.

link building tactics post panda

link building tactics - effectiveness post panda

In the second graph the pre-panda and post-panda effectiveness are evaluated. Here we clearly see that authority is a top priority and that has not changed with the updates. Content sharing and guest blogging have increased in effectiveness after the update.  Social bookmarking remains the same and article distribution took a dive. Press release distribution too has been less effective in terms search ranking. Link farms and directory listing are basically ineffective for  search ranking.




We know that directory links are still valid for page rank, so long as they are quality links with natural anchor text. Original Press release do drive traffic but use a authority site like PRWEB and don’t re-distribute the same PR on multiple platforms. If you are going to outsource any of this be sure that the contractor knows what they are doing. Contrived links, wheel and such will hurt you. Build out your foundation with good original content that is natural.

also see

Update on Tutorials – Panda


Panda was Google’s update of February 2011. It was all about duplicate content. Prior to this, Google just tried to weed out duplicate pages but it was not very rigorous and looked at websites by pages. If you had duplicate pages, it would only index one.

This time, Google attempted to determine the quality of the content on a site and that of course included detecting duplicate content and penalizing the site with spammy duplicate content.  It particularly looked for spam sites that simply copied its content from other websites using web scraping.

Of course it is hard to be 100% accurate and a lot of legitimate sites got caught. Sites that distributed products for a single supplier and used the suppliers own wording got hit hard.  For travel reseller sites, that was a problem as distributors and agents tended to use the same supplier content. The big change was that suppliers became more conscious of maintaining their own unique content and restricting its use. Distributors started to create their own version of content.

The latest version of the Panda system is 3.4. Its objective is to find low quality sites and remove them from search results. We believe that Panda 3.4 uses Latent Semantic Indexing (LSI) to evaluate a page.

LSI, which was also  referenced in our Penguin article, gives weight to words of similar meaning based on their position in the document. An article on family holidays may be weighted higher if it uses the term family holiday along with reference to children, kids, child clubs, youngsters, teens and activities for the family etc, than an article which only references family holidays and vacations.

Since its first iteration Panada has changed and continues to change. In some respects it get more restrictive but with both Panada and Penguin we see some things that were depreciated regaining authority in time.  The latest Penguin Update actually revives some links  including; links from directories, press releases networks, social networks, web 2.0 sites, images, profiles, comments and others, that were not effective for some time.

See Penguin



If you are writing blogs and articles for the sole purpose of gaining rank, you probably have the wrong approach. Write to add value to the user. Offer your own point of view and insights that are not common across the net. Write 100% original content. It’s a good idea to focus your article on specific users and write with them in mind. If you are working with a particular business, orient your articles to that business. If you are working with hotels and  tourism companies for example, write and rewrite articles to help hotels and travel companies understand how technology helps them. Look at trends and systems that affect marketing and translate that into something that can help hotels and tourism companies.

When writing, be sure to cover the subject well and bring in related subjects that create a more complete, rewarding and natural user experience. Be equally careful not to make a pea soup into a mixed pottage that can’t be any longer ranked as pea soup.

Always spread your links across many types of media. The more you use different types of links the more effective your  link building process will be.

  • Use  Forum links, high PR links, Link wheels, directory links, profile links, blog links ect
  • Use different types of anchor text for your links. As an example, If you want to get top 10 for keyword “romantic holidays”, include links with the other anchor texts: “holiday romance” ” romantic vacations” “Romantic getaways” “hideaways for couples” “Caribbean romantic trips” and even “click here” “>>>” and just link with your URL instead of anchor text
  • Regularly enrich your site with unique content. If you do not have blog on your site you must have article section where at least 2 times per week you will post new articles ;

Here are the 2012 Panda updates:

Panda 3.4 – March 23, 2012

Targets the low quality websites with the aim of wiping them out completely from the search engine rankings.

Panda 3.5 – April 19, 2012

Penguin 1.0 – April 24, 2012

Panda 3.6 – April 27, 2012

Penguin 1.1 – May 25, 2012

Panda 3.7 – June 8, 2012




Backlinks | Build Natural Links

 More about Penguin