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Impending Panda + Penguin Algorithm Updates: Weekly Epiphany Digest

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Andy Heaps

Group Operations Director

Our weekly bulletin summarises the recent significant announcements, releases and updates in organic and paid search, to keep you in the know.

This week features the announcements of significant impending Panda and Penguin algorithm updates which Matt Cutts discussed at the SMX conference last week. If you would like more information or advice on anything below, please don’t hesitate to get in touch.

Organic Search


Panda update coming

At this week’s SMX conference, Matt Cutts announced that a new Panda refresh will be rolled out sometime between Friday 15th and Monday 18th March. Matt also revealed that Google are planning to integrate Panda into their continuous algorithm updates. Currently, Panda requires a manual refresh by Google, but this new proposal would involve Panda affecting sites on a daily basis.

A “Very large” Penguin update due

While at SMX, Matt also announced that Google are planning a significant Penguin algorithm update at some point in 2013. While this is a vague statement, it’s cause to ensure that no incoming links to your website are in breach of Google’s guidelines and that all link building taking place in creative and natural, in order to prepare for it and ensure you are not affected.

Google Reader to close down

One of the world’s most heavily used RSS readers, Google Reader, is to shut down on 1st July. Google’s reasoning for closing the service, as part of their annual “Spring Clean”, is so that they can focus on the features key to their business. Forbes published an interesting article on the reaction to this news. Other Google services being scrapped include the Google Voice App for Blackberry and Search API for Google Shopping.

Paid Search


Mobile Search Behaviour Study

Google joined forces with market research giant Nielsen to conduct a comprehensive study into mobile search behaviour. Their objectives were "to understand when and why people turn to mobile search, the actions they take as a result, and how marketers can capitalize on every mobile search moment." Findings include the 'immediacy effect' of mobile search - being that half of mobile search conversions happen within one hour.

PLAs to appear on smartphones globally

Google's Inside Adwords blog published an article this week announcing that "Product Listing Ads are now eligible to appear on smartphones globally". This update will extend the shopping experience already available on desktops and tablets for users and provide an even wider audience for advertisers to reach out to than previously.

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Andy Heaps Group Operations Director

Andy has 8 years’ experience in innovation and managing large digital marketing teams. His leadership has helped to deliver many millions of pounds of additional revenue to Epiphany’s clients. Andy leads Epiphany’s search marketing teams and is responsible for delivering ROI-led search campaigns for some of the world’s biggest brands.