I would suggest for many, Panda has come and gone with little or no significant impact, however with the analysis by Searchmetrics, there is significant evidence of the scale of the Panda update on the UK organic search market. Clear winners and losers are clearly evident – with many high end affiliate sites such as Myvoucher codes seeing a significant fall in keyword coverage.
Below is a table of some of the biggest visibility sites which have seen significant falls during the recent Panda expansion
Some interesting sites have been caught in the crossfire here
- Review Centre have seen a near 90% drop in visibility
- Myvouchercodes have seen their keyword coverage drop significantly. Given much of this visibility was brand based this presents a potentially significant loss in income to them
- Online Retailer Play.com has seen a circa 10% decrease in visibility
- Big loser in the states – ehow has seen drops in the UK as well.
Further to that the biggest losers overall also highlights the impact of the changes.
This is where the impact of Panda can be seen in better vogue -and where its impact on the affiliate industry in particular can be seen in particular. Many of the sites that have seen +90% decrease in visibility are affiliates sites – many of which have developed their products based on organic visibility. These include:
Further significant losers here include:
- Qype – 95.81%
- Justtheflight.co.uk – 94.83%
- PCWB (PC World Business) – 89.18%
- Shopzilla - 53.45%
- Money.co.uk – 51.99%
What it would suggest is that Panda probably has been successful in doing is weeding out some lower quality sites, however there are certainly some interesting sites being caught up in the cross fire. The PC World Business site in particular is an interesting one – and one that is likely to have significant commercial repurcussions.
This is interesting further when one looks at some of the winners of the algorithm
Interestingly many of these do share a common high value content them. When one looks as these figures however it would be useful to put this in context. Many of the studies at present are looking purely at keyword coverage and much of this in my opinion does need to be balanced against that of share of voice (ie how many queries these keywords are exposed to). Only then will the true commercial impact of the update really be understood – however there is no doubting that Google Panda certainly isnt overhyped to a number of people in the UK today.
If you have experienced a significant downturn as a result of Panda please feel free to contact me via the site or alternatively at peter.young(at)brilliantmedia.co.uk