Panda 4.0 and your credit union

A few months ago, Google released their latest algorithm update, Panda 4.0.  Google has once again reminded us that they are not wavering on their commitment to provide users with quality content. Much like Hummingbird, Panda 4.0 is rewarding websites that are publishing original content that is relevant and provides value, and is penalizing websites that are populated with poor quality content.

You may have heard your peers making noise over the Panda 4.0 update, complaining about the negative effects the update has had on their website ranking. But if your credit union has been adapting a content driven marketing strategy, then Panda 4.0 is a positive for your credit union.

So how does Google determine whether your website should rank well?

“Does the page provide substantial value when compared to other pages in search results?” “Is this the sort of page you would want to bookmark, share with a friend, or recommend?”

What Google is not looking for?

“Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?”.

You will find more guidance on how to implement high quality, high ranking sites here: googlewebmastercentral.blogpost.com.

Here are a few do’s and don’t to focus on when creating your marketing strategy:

Do: Use Social Media

Use social media to generate engagement and to drive traffic to your website. One of the social triggers Google is looking for when determining how to rank your credit union’s website, is how are users interacting with your website? They are reviewing how many users visit your site, the average time spent on your website, what is the click through rate and how many visitors are returning visitors?

Help drive your credit union members to your website with the help of social media.

Do: Blog, and Blog Often

Mashable asked a great question: “What are you hoping for when you search for something on Google? Are you looking for a site that deployed every SEO tip and trick to game their way to the top of the list? Or a site that has relevant, reliable, authoritative content?”

If you’re like most people, you are looking for “relevant, reliable and authoritative content”. And so is Panda 4.0.

Blogging is an easy way to give Google and your credit union member’s the content they are looking for. Make sure your blog is fresh and has relevant content that directly meets the needs of your credit union members. Need inspiration? Use life moments, create how-to’s, make short videos, include updates on community events – these are all examples of content that Panda 4.0 deems quality content.

Google is putting their user’s first, so when thinking about content for your blog, do the same. Put your credit union member’s first, and your website will easily have the types of content Google is looking for.

Do: Share Lots of Photos

Photos are also an easy way to get a YES from Google. Photos help with engagement, and engagement leads to website traffic. This helps Google determine your website’s ranking. And with some simple optimization, the proper heading and keywords, your photos will help Google determine the rank you deserve.

Don’t: Use Syndicated or Replicated Content

If more than one website has the same content, Panda 4.0 will choose one site to rank well, and will push the other websites to page 2, page 3 etc. “[Google] is trying to present results which are the best answer to search queries”, Forbes confirms. Focus on original or curated content that lets you frame the content your customers and prospects are looking for.

And don’t forget to market in the NOW. If you focus on marketing in the NOW, with recent and updated articles, then your content will always have that edge Google is looking for.

To learn more about Panda 4.0 and how it affects your content marketing strategy, you can register for our upcoming webinar, ‘The Power of the Panda’ on Thursday, August 28th.

Jeff Mesnik

Jeff Mesnik

Jeff Mesnik is the President of ContentMX and has worked in content marketing and with financial firms for over 10 years, helping everyone from MassMutual to Arizona Federal Credit Union ... Web: www.Contentmx.com Details