DC web design news

Just as form follows function has guided generations of architects in designing magnificent structures, Panda, Google’s latest search update, is channeling good content to user’s eyes. Likewise, web substance likely to waste a searcher’s time is increasingly being kicked to the curb, far from the user’s view. Anticipating the user’s expectations when they type in search terms, Panda serves as a gatekeeper allowing only relevant, unique content to top ranking. Rethinking content strategy in light of Google’s update is a worthy exercise for all who know that good enough is no longer enough.

Improving the user experience by dramatically downgrading low quality search result was a good start, but more subtle factors of Panda involve the quality of content. When a potential college student searches for schooling, he or she expects top search results to include sites with unique information about programs, financing and location, not copied and pasted material with unrelated keywords inserted. This even applies to building the “home décor” of the dorm, from showing for the right computer to utilizing coupons to compensate for lack of money.  Duplicated copy, appearing either as a result of poor web design or even downright plagiarism, is especially frowned upon by Panda.

Good content is a process

Perplexing in how many sites still seem to avoid known preferences by Google, webmasters have ample resources to rework problem pages affected by Panda. The days of throwing up a website just to have a presence are over for all site owners depending upon users finding their site on the Internet. By really drilling down to find out what your site’s intended users want and then being diligent in making all pages on a site compelling, clear and original, webmasters will find Panda to be an ally, not just a shift in search results to dread.

Good content itself won’t completely address all of the factors taken into consideration by the changes in Google’s search patterns, but if content is thoughtfully addressed, other issues of page ranking may likely become apparent to more than just Panda. Getting inside the user’s head is important to writing solid material for a webpage. If a searcher finds a web page or blog that keeps his or her attention, they remain on the page longer, decreasing bounce rate, a factor Google admits considering in their algorithm.

Quality material, well organized and neatly presented takes space. Why is that important? For landing pages with substantial content, the urge to load up a page with excessive links and ads is obviated because the page already has a substantial amount of space used by relevant text and/or strong graphics. Again, attention to good content can lessen other practices that hurt rankings.

SEO implications

Google’s efforts to improve user experience have, understandably, affected SEO. Those sites trying to game the search engine through random placement of keywords, links to pages clearly designed for links and not much else, and sites that haven’t removed broken links will face downgrading, and possibly, removal from all search results. Given the totality of Panda’s implications, having page material that is of high quality will, often by process alone, result in better rankings.