- Phantom and Panda updates are about onpage quality, whatever it might mean;)
- Duplicated content fraction of a given page is one of the most important factors, which rank a page down
- Duplicated content can be easy measured
SERPs disintermediation - Google battles intermediariesThere is a Federal trade Comission's report, about how Google misuses its prevalence to kick off intermediary players from some search verticals, like comparison sites or aggregated shopping, where sites sell products from different manufacturers.
Google means, intermediary businesses are poachers and steal Google's money. Google means, SERP is the place for users to see original manufacturers or direct service provider. SERP should be not the place for intermediary services, cause they are secondary. And the sign of secondarity is easy to measure: it is the fact of presence and the proportion of the duplicated content.
The intermediary job to compare and to aggregate stuff and user voice would belong only to Google, because only Google were good, honest, and, last, but not least, it doesn't offer duplicated content - it's just a search engine, not?
Google is a strong rival, playing by own rules. But do you still want to survive this battle?
Condition of intermediary business websiteWhat is the onpage similarity of all intermediary sites?
- Sites of online intermediary business mostly compare something: prices, quality, user experience etc.
- The nature of such intermediary business sites is a list. A list of products, services and their descriptions, which are the same or pretty similar and are delivered by product manufacturers.
- it has a category pages, i.e. /games-with-animals/, containing
- a unique category description,
- a games list, containing linked titles and descriptions, where title links are leading to the game details pages,
- and user voice, like reviews and ratings.
What we experienced with previous quality updatesUntil the first Panda update arrived, such pages ranked well, nearly without of unique category description.
Then, after the first Panda, such sites could rank only with substantial amount of unique category description text, but the proportion 1/3 to 2/3 was enough to rank well.
New SEO world for intermediary businessesMy crystal glass sphere predicts:
to survive and rank after the Panda, which is know running in the wild, intermediary business sites should
- dispense with duplicated content on category pages altogether, absolutely,
- pitilessly kick off from index every single one thin content page