Posted by Martin Panayotov
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of SEOmoz, Inc.
As I am into the online marketing field, I read a lot about SEO. This is my first post about SEO, so please don't be harsh in the comments. The Panda update is what made the SEO community roar about how many websites lost ranking and so on. There is so little information about the ones that benefited of the update and we are one of the winners.
I personally think that the Panda update made the SERPs quality a lot better and to some point buried the medium to low quality websites deep into the results. Even some of the high-authority websites went down.
I will share some insights of an user generated moving reviews website MyMovingReviews.com and how we got positively impacted by the Panda update. The website features many US and Canadian moving companies and provides the opportunity for people to rank them and write moving reviews. Additionally to that, there is a blog/article section with moving tips and info.
Before we begin, you should know that the specifics of the industry add some additional noise to the analytics data. These are the main trends in the moving industry:
Since the first Panda update in 2011 we started seeing some increase in rankings. Because of the specifics of the users behavior in our industry, the analytics data is looking weird but you can see the pattern.
As we saw a huge opportunity in the Panda update, we tried to adjust the website to better suit the visitors, give them alternatives once they visit the website and make visitors consume more of the moving industry related content. The goals were to increase the time on site, reduce the bounce rate and increase the pages per visit.
As part of the Panda update is the amount of content on page. We didn't want to have many pages with thin content so we increased the minimum text required for a moving review to be posted. After reading about how Zappos corrected the spelling mistakes of all their reviews, we additionally wanted to avoid spelling mistakes as much as possible. We included a spell checker on the moving review form. We are also planning to correct the mistakes on all old reviews in the future.
To recap, here are the changes we did:
We had almost 50% increase in visits in the next one-two months. Please note that we introduced most of the changes in December, so we can't really measure how fast did these changes influenced the rankings because of the holidays. Not surprisingly, the largest part of the increase was from the blog as this is where we managed to reduce the bounce rate the most.
I can't say that all of the gained increase of visitors came because of the above changes, but given the changes and tactics we did at the time, these were the most significant ones. Targeting the visitor and thinking of how to enhance the customer experience results in more visitors. It is as simple as that. Working on the design and thinking of techniques to reduce the bounce rate will result in better rankings, especially if you are a high-traffic website.
What do you think about the bounce rate and its impact on rankings/visitors? Let us know your opinion in the comments below.
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