Google Panda was first introduced in February 2011, and has had several smaller updates rolled out since that. Since Panda, content marketing has increased in popularity with a focus on blogging, on-site content, building off-site content assets through practices like guest blogging, and social media participation.
In July 2012, Google provided a series of questions to help webmasters evaluate whether their sites were in line with the search engine’s quality guidelines. Reviewing these questions provides the best sense of the types of issues Panda addresses, and the types of violations that are likely to get sites into trouble. The questions included:
Would you trust the information presented in this article?
Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
Would you be comfortable giving your credit card information to this site?
Does this article have spelling, stylistic, or factual errors?
Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
Does the article provide original content or information, original reporting, original research, or original analysis?
Does the page provide substantial value when compared to other pages in search results?
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