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Archives for May 2015

Phantom 2 – Analyzing The Google Update That Started On April 29, 2015

May 11, 2015 By Glenn Gabe 102 Comments

Phantom 2 Google Update

{Update November 2015: Google rolled out a significant algorithm update on November 19, 2015 that had a strong connection to Phantom 2 from May 2015. Many sites that were impacted during Phantom 2 in May were also impacted on November 19 during Phantom 3. And a number of companies working to rectify problems saw recovery and partial recovery. You can learn more about Google’s Phantom 3 Update in my post covering a range of findings.}

Two years ago on May 8, 2013, I began receiving emails from webmasters that saw significant drops in Google organic traffic overnight.  I’m not talking about small drops… I’m referring to huge drops like 60%+. As more emails came in, and I checked more of the data I have access to across websites, it was apparent that Google had pushed a big update.

I called it the Phantom update, since it initially flew under the radar (which gave it a mysterious feel). Google would not confirm Phantom, but I didn’t really need them to. I had a boatload of data that already confirmed that a massive change occurred. Again, some sites reaching out to me saw a 60%+ decrease in Google organic traffic overnight.

Also, Phantom rolled out while the SEO community was waiting for Penguin 2.0, so all attention was on unnatural links. But, after digging into the Phantom update from 5/8/13, it was clear that it was all about content quality and not links.

Phantom 2 – The Sequel Might Be Scarier Than The Original
Almost two years later to the day, we have what I’m calling Phantom 2. There was definitely a lot of chatter the week of April 27 that some type of update was going on. Barry Schwartz was the first to document the chatter on Search Engine Roundtable as more and more webmasters explained what they were seeing.

Now, I have access to a lot of Panda data, but I didn’t initially see much movement. And the movement I saw wasn’t Panda-like. For example, a 10-20% increase or decrease for some sites without any spikes or huge drops doesn’t set off any Panda alarms at G-Squared Interactive. With typical Panda updates, there are always some big swings with either recoveries or fresh hits from new companies reaching out to me. I didn’t initially see movement like that.

But that weekend (5/1 through 5/3), the movement seemed to increase. And on Monday, after having a few days of data to sift through, I saw the first real signs of the update. For example, check out the screenshot below of a huge hit:

Phantom 2 Google Update Fresh Hit

And as more chatter hit the Twitterverse, more emails from companies starting hitting my inbox. Some websites had experienced significant changes in Google organic traffic starting on 4/29 (or even earlier). For example, here’s an example of a huge surge starting the week of 4/27:

Phantom 2 Google Update Surge

I dug into my Panda data, and now that I had almost a full week of Google organic traffic to analyze, I saw a lot of moderate movement across the sites I have access to. Many swung 10-20% either up or down starting around 4/29. As of today, I have an entire sheet of domains that were impacted by Phantom 2. So yes, there was an update. But was it Panda? How about Penguin? Or was this some other type of ranking adjustment that Google implemented? It was hard to tell, so I decided to dig into websites impacted by Phantom 2 to learn more.

Google Denies Panda and Penguin:
With significant swings in traffic, many webmasters automatically think about Panda and Penguin. And that’s for good reason. There aren’t many updates that can rock a website like those two characters. Google came out and explained that it definitely wasn’t Panda or Penguin, and that they push changes all the time (and that this was “normal”).

OK, I get that Google pushes ~500 updates a year, but most do not cause significant impact. Actually, many of those updates get pushed and nobody even picks them up (at all). Whatever happened starting on 4/29 was bigger than a normal “change”.

A Note About Mobile-Friendly:
So, was this part of the mobile algorithm update from 4/21? No, it doesn’t look that way. Many of the sites impacted are mobile-friendly and the impact was to both desktop and mobile rankings. I don’t believe this had anything to do with the mobile-friendly update. You can read more about some of the mobile rankings changes I’ve seen due to that update in a recent post of mine.

Phantom Was Not Part Of Google's Mobile-Friendly Update

Understanding The Signature of Phantom 2:
If you know me at all, then you know I tend dig into algorithm updates. If there’s enough data to warrant heavy analysis, then I’m in. So I collected many domains impacted by the 4/29 update and started to analyze the decrease or increase in Google organic traffic. I analyzed lost keywords, landing pages from organic search, link profiles, link acquisition or loss over the past several months, etc. My hope was that I would surface findings that could help those impacted.  Below, I have documented what I found.

Phantom 2 Findings – Content Quality Problems *Galore*
It didn’t take long to see a trend. Just like with Phantom 1 in 2013, the latest update seemed to focus on content quality problems. I found many examples of serious quality problems across sites heavily impacted by Phantom 2. Checking the lost queries and the destination landing pages that dropped out revealed problems that were extremely Panda-like.

Note, I tend to heavily check pages that used to receive a lot of traffic from Google organic. That’s because Google has a ton of engagement data for those urls and it’s smart to analyze pages that Google was driving a lot of traffic to. You can read my post about running a Panda report to learn more about that.

Did Panda Miss These Sites?
If there were serious content quality problems, then you might be wondering why Panda hadn’t picked up on these sites in the past. Great question. Well, Panda did notice these sites in the past. Many of the sites impacted by Phantom 2 have battled Panda in the past. Again, I saw a number of sites I’m tracking swing 10-20% either up or down (based on the large amount of Panda data I have access to). And the big hits or surges during Phantom 2 also reveal previous Panda problems.

Below, I’ll take you through some of the issues I encountered while analyzing the latest update. I can’t take you through all of the problems I found, or this post would be massive. But, I will cover some of the most important content quality problems I came across. I think you’ll get the picture pretty quickly. Oh, and I’ll touch on links as well later in the post. I wanted to see if new(er) link problems or gains could be causing the ranking changes I was witnessing.

Content Quality Problems and Phantom 2

Tag Pages Ranking – Horrible Bamboo
One of the biggest hits I saw revealed many tag pages that were ranking well for competitive keywords prior to the update. The pages were horrible. Like many tag pages, they simply provided a large list of links to other content on the site. And when there were many links on the page, infinite scroll was used to automatically supply more and more links. This literally made me dizzy as I scrolled down the page.

And to make matters worse, there were many related tags on the page. So you essentially had the perfect spider trap. Send bots from one horrible page to another, then to another, and another. I’m shocked these pages were ranking well to begin with. User happiness had to be rock-bottom with these pages (and they were receiving a boatload of traffic too). And if Phantom is like Panda, then poor user engagement is killer (in a bad way).

So how bad of a problem was this on the site I was analyzing? Bad, really bad. I found over twelve million tag pages on the site that were indexed by Google. Yes, twelve million.

Phantom and Content Quality - Tag Pages

Also, the site was triggering popups as I hit new landing pages from organic search. So if the horrible tag pages weren’t bad enough, now you had horrible popups in your face. I guess Phantoms don’t like that. I know I don’t. :)

Thin, Click-Bait Articles, Low Quality Supplementary Content
Another major hit I analyzed revealed serious content quality problems. Many of the top landing pages from organic search that dropped revealed horrible click-bait articles. The pages were thin, the articles were only a few paragraphs, and the primary content was surrounded by a ton of low quality supplementary content.

If you’ve read some of my previous Panda posts, then you know Google understands and measures the level of supplementary content on the page. You don’t want a lot of low quality supplementary content that can detract from the user experience. Well on this site, the supplementary content was enough to have me running and screaming from the site. Seriously, it was horrible.

I checked many pages that had dropped out of the search results and there weren’t many I would ever want to visit. Thin content, stacked videos (which I’ve mentioned before in Panda posts), poor quality supplementary content, etc.

Low quality pages with many stacked videos can have a strong negative impact on user experience:

Phantom and Content Quality - Stacked Videos

I also saw this site had a potential syndication issue. It was referencing third party sites often from its own pages. When checking those third party pages, you can see some of the content was pulled from those sites. I covered syndication after Panda 4.0 rolled out and this situation fit perfectly into some of the scenarios I explained.

Phantom and Syndication


Navigational Queries, Poor Design, and Low Quality User Generated Content
Another big hit I analyzed revealed even more content quality problems, plus the first signs of impact based on Google SERP changes. First, the site design was out of 1998. It was really tough to get through the content. The font was small, there was a ton of content on each page, there were many links on each page, etc. I’m sure all of this was negatively impacting the user experience.

When checking lost rankings, it was clear to see that many queries were navigational. For example, users entering domain names or company names in Google. This site used to rank well for those, but checking the SERPs revealed truncated results. For example, there were only five listings now for some of those queries. There were times that the site in question dropped to page two, but there were times it dropped much more. And for some queries, there were only three pages listed in the SERPs.

An example of just five listings for a navigational query:

Phantom and Truncated SERPs
So when you combine giant sitelinks, truncated SERPs, limited SERP listings, and then some type of major ranking adjustment, you can see why a site like this would get hammered.

There was also user-generated content problems on the site. Each page had various levels of user comments, but they were either worthless or just old. I found comments from years ago that had nothing to do with the current situation. And then you had comments that simply provided no value at all (from the beginning). John Mueller explained that comments help make up the content on the page, so you definitely don’t want a boatload of low quality comments. You can check 8:37 in the video to learn more. So when you add low quality comments to low quality content you get… a Phantom hit, apparently. :)

Content Farms, Thin Content, Popups, and Knowledge Graph
Another interesting example of a domain heavily impacted by the 4/29 update involved a traditional content farm. If you’re familiar with the model, then you already know the problems I’m about to explain. The pages are relatively thin, don’t heavily cover the content at hand, and have ads all over the place.

In addition, the user experience gets interrupted by horrible popups, there’s low quality supplementary content, ads that blend with the results, and low quality user-generated content. Yes, all of this together on one site.

Also, when checking the drop in rankings across keywords, I often came across queries that yielded knowledge graph answers. It’s an interesting side note. The site has over 100K pages with content targeting “what is” queries. And many of those queries now yield KG answers. When you combine a ranking shift with a knowledge graph result taking up a large portion of the SERP, you’ve got a big problem for sure. Just ask lyrics websites how that works.

Phantom and Knowledge Graph Answers


Driving Users To Heavy Ad Pages, Spider Trap
One thing I saw several times while analyzing sites negatively impacted by the 4/29 update related to ad-heavy pages. For example, the landing page that used to rank well had prominent links to pages that simply provided a boatload of text ads (they contained sponsored ads galore). And often, those pages linked to more ad-heavy pages (like a spider trap). Those pages are low quality and negatively impact the user experience. That’s a dangerous recipe for sure.

Directories – The Same Old Problems
I reviewed some directory sites that were impacted by the 4/29 update and saw some of the classic problems that directories face. For example, disorganized content, thin content, and low quality supplementary content. I also saw deceiving ads that blended way too much with the content, which could cause users to mistakenly click those ads and be driven off the site (deception). And then there were pages indexed that should never be indexed (search results-like pages). Many of them…

An example of ads blending with content (deceiving users):

Phantom and Ad Deception

It’s also worth noting the truncated SERP situation I mentioned earlier. For example, SERPs of only five or seven listings for navigational queries and then there were some SERPs with only three pages of listings again.

I can keep going here, but I’ll stop due to the length of the post. But I hope you see the enormous content quality problems riddling sites impacted by Phantom 2. But to be thorough, I wanted to check links as well. I cover that next.

The Impact of Links – Possible, But Inconclusive
Now what about links? We know that many sites impacted had serious content quality problems, but did links factor into the update? It’s extremely hard to say if that was the case… I dug into the link profiles for a number of the sites both positively and negatively impacted and came out with mixed findings.

First, a number of the sites I analyzed have huge link profiles. I’m not talking about a few thousand links. I’m talking about millions and tens of millions of links per domain. That makes it much harder to nail down a link problem that could have contributed to the recent impact. There were definitely red flags for some domains, but not across every site I analyzed.

For example, some sites I analyzed definitely had a surge of inbound links since January of 2015, and you could see a certain percentage seemed unnatural. Those included strange inbound links from low quality sites, partner links (followed), and company-owned domains (also followed links). But again, the profiles were so large that it’s hard to say if those new(er) links caused enough of a problem to cause a huge drop in rankings during Phantom 2.

On the flip side, I saw some sites that were positively impacted gain many powerful inbound links over the past six to twelve months. Those included links from large publishers, larger brands, and other powerful domains. But again, there’s a lot of noise in each link profile. It’s very hard to say how much those links impacted the situation for this specific update.

Example of domains impacted by Phantom 2, but had relatively stable link profiles over the past year:

Phantom and Links

Phantom and Links - Stable Profile

And to make matters even more complex, there were some sites that gained during the 4/29 update that had lower quality link profiles overall. So if links were a driving force here, then the sites with lower quality profiles should not have gained like they did.

My money is on content quality, not links. But hey, anything is possible. :)

Next Steps for Phantom 2 Victims:
If you have been impacted by the 4/29 update, here is what I recommend doing:

  • I would take a hard look at content quality problems riddling your website. Just like Phantom 1 in 5/2013, I would audit your site through a content quality lens. Once you thoroughly analyze your content, then you should form a remediation plan for tackling those problems as quickly as possible.
  • Understand the queries that dropped, the landing pages from Google organic that used to receive a lot of traffic, find engagement problems on the site, and address those problems. Try to improve content quality across the site and then hope you can recover like previous Phantom victims did.
  • From a links standpoint, truly understand the links you’ve built over the past six to twelve months. Were they manually built, naturally received, etc? Even though my money is on content quality, I still think it’s smart to tackle any link problems you can surface. That includes removing or nofollowing unnatural links, and disavowing what you can’t get to.

 

Summary – The Phantom Lives
It was fascinating to analyze Phantom 2 starting on 4/29 and to see the similarities with the original Phantom from 5/8/13. After digging into a number of sites impacted by the latest update, it was clear to see major content quality problems across the domains. I don’t know if Phantom is cleaning up where Panda missed out, or if it’s something completely separate, but there’s a lot of crossover for sure.

And remember, Penguin 2.0 rolled out just a few weeks after Phantom 1. It’s going to be very interesting to see if the next Penguin update follows that model. I guess we’ll find out soon enough. :)

GG

 

Filed Under: algorithm-updates, google, seo

From SEO Tools To Emulation To Devices, How To Check Smartphone Rankings As Google’s Mobile-Friendly Algorithm Rolls Out

May 1, 2015 By Glenn Gabe 2 Comments

How To Check Mobile Rankings

We are now ten days into the mobile-friendly algorithm rollout, and to be honest, the impact has been somewhat underwhelming. I’ve been tracking many websites across categories and countries as the algorithm rolled out and it has been interesting to how some verticals were impacted, while others experienced no change. I didn’t personally see any fluctuations until last Thursday, but then started to pick up more examples as time went on. I’ve documented several examples in my last post in case you want to check them out, and have been updating that post when I come across new examples.

As I mentioned above, there are still some categories that remain completely unaffected. For example, there are websites that aren’t mobile-friendly still ranking extremely well with no impact at all. Google’s Gary Illyes explained this morning that the rollout is complete, but that some urls have not been reindexed yet. That means those urls don’t have the new scores yet (so rankings could change when that’s completed). Although the impact seems light right now, it would be smart to give it a little more time before coming to any conclusions. I definitely plan to write a post with my analysis once enough time goes by, so stay tuned.

Checking Smartphone Rankings
Now that the mobile-friendly algorithm has rolled out, I have received a lot of questions from business owners about how to best check their mobile performance over time. For example, how to identify mobile rankings fluctuations, how to view trending for mobile search traffic, which tools can help track those changes, etc. I’ve decided to focus on smartphone rankings in this post.

Below, I have provided five ways you can identify and track changes to your mobile rankings over time. And to clarify, I am referring to smartphone rankings, and not tablet. Tablet rankings are not being impacted by the mobile friendly algorithm, which I know has confused some people. By using the steps below, you should be able to gauge the impact of the mobile-friendly algorithm on your website(s). Let’s jump in.

1. Search Analytics Reporting in Google Webmaster Tools
I have been testing the new Search Analytics reporting (now in beta) in Google Webmaster Tools since early March. It used to be called the “Search Impact” report, but that changed during the alpha. There is some outstanding functionality in the new search analytics reporting and I expect Google to roll it out soon to everyone. One reason I think they should roll it out is based on how you can track mobile versus desktop rankings. Using the Devices dimension, you can compare rankings across both desktop and mobile, which quickly enables you to identify a mobile rankings demotion.

Mobile Rankings in Search Analytics Reporting (beta)

I already wrote a post explaining how to do this, and I highly l recommend you check out that post for more information. If you have access to the new reporting, then follow my tutorial and compare your rankings. If you don’t yet, then hang in there. Again, I expect it to roll out to everyone sooner than later. In a nutshell, you can view desktop and mobile rankings side by side. You can also compare timeframes for mobile rankings, and then compare mobile impressions and clicks to previous timeframes. Below, I’ve compared clicks after the mobile-friendly algorithm rolled out to prior.

Comparing Mobile Traffic in Search Analytics Reporting (beta)


2. SEMrush Mobile Reporting (New!)
On 4/21 I fired up SEMrush to check the desktop rankings for a company I was analyzing when I noticed something very interesting. There was now a desktop/mobile toggle on the overview page. Clicking “mobile” brought up some very interesting mobile reports! It ends up SEMrush launched their new mobile reporting right on 4/21. Awesome.

SEMrush Mobile Reporting - Overview

On the overview page, you can view a graph showing the number of pages in the top 20 results from that domain that are mobile-friendly versus non mobile-friendly. It’s a great way to get a lay of the land. You can also view a search performance trend for mobile keywords, the top keywords from a mobile standpoint, and the position distribution for those keywords.

SEMrush Mobile Reporting - Trending

Then you can access the “Positions” report to view all keyword data for mobile, including rank. You can click the toggle up top to switch from mobile to desktop. And you can export the results to Excel where you can use vlookup to compare desktop and mobile rankings for each keyword. If you notice a significant discrepancy between the two, then you could be negatively (or positively) impacted by the mobile-friendly algorithm.

SEMrush Mobile Reporting - Positions


3. Searchmetrics Mobile Reporting
Searchmetrics also launched a mobile reporting beta. On the overview page for a domain, you can quickly view the search visibility across desktop and mobile.Searchmetrics Mobile Reporting - Overview

And clicking the “mobile” tab brings up a report showing both the desktop and mobile rankings for the keyword at hand. This clearly makes it easy to identify a mobile rankings demotion. You will see icons for desktop versus mobile for each keyword, along with the rank for each.

Searchmetrics Mobile Reporting - Compare Rankings


4. Manually Via Mobile Devices
Yes, you can still check rankings manually via your mobile phone. For example, fire up Chrome on your mobile phone, go incognito, and test searches. Just keep in mind that your results can be impacted by your location. But you can easily turn off location services to see the difference when it’s on versus off. It’s not perfect, but can supplement other methods for checking mobile rankings.

Checking Mobile Rankings Via Mobile Device
Also, if you are checking sites targeting other countries, make sure to use the Google property for that country. For example, Google UK, Canada, Australia, etc. If not, you can obviously see different results. Again, not perfect, but can work. And definitely try and get your hands on multiple mobile devices. I have several I use to test sites during audits, including both Android and iOS devices.

5. Use Chrome Developer Tools To Emulate Mobile Devices
Many people still don’t realize that Chrome can do this… and it’s awesome. Right from Chrome developer tools, you can emulate any mobile device you want. This enables you to quickly check if a site is mobile-friendly or not. And as you have probably guessed by now, you can check Google rankings too.

Access Chrome Developer Tools by clicking the menu icon in Chrome, then Tools, and then Developer Tools. Or just click control->shift->i to bring up dev tools. Then click the icon for “Toggle Device Mode” (the mobile phone icon).
Checking Mobile Rankings Using Chrome Developer Tools

Once you do, you can choose the device you want to test and then refresh the page. Boom, you’re now emulating that device. You can see I’m emulating an iphone 6 in the screenshot below.

Emulating An iPhone 6 in Chrome Developer Tools

Also, when you hover your mouse over the screen, the cursor changes to a circle to signify tapping and swiping (like a person would do when using the device). Now access Google and search away. You will see the smartphone search results and you can check the rankings of target queries right from Chrome.


Summary – Check Mobile Rankings To Help Gauge *Your* Impact
Now that the mobile-friendly algorithm has rolled out, it’s important to check your mobile rankings for queries leading to your site. Using the methods listed above, you can quickly identify mobile rankings changes across keywords. And if you do find ranking differences, dig into the situation to find out why. Ensure all of your pages are mobile-friendly, implement any necessary fixes, and regain lost rankings.

Again, I plan to write a post detailing the impact of the mobile-friendly algorithm (once a little more time goes by). So stay tuned. :)

GG

 

Filed Under: google, mobile, seo, tools

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