Panda Update Poses a Problem for Dealers

The Komatsu PC108 Excavator sold at Kirby Smith in Oklahoma City, Okla. is the same as the PC108 Excavator sold at Road Machinery in Phoenix, Ariz. So it would make sense that the product pages on each dealer’s website would be nearly identical, right?

Of course. But it is exactly this kind of duplicate content that is negatively impacting search engine rankings for many businesses. The problem began in March, when Google made some changes to its algorithms in what was dubbed the Panda Update.

Many e-commerce retailers whose products are sold on multiple sites, experienced a drop off in traffic after Google initiated the changes. (Click here to read this discussion forum set up on Google.)

In their efforts to find the best and most relevant results for its users, Google has decided to place more value on original content–content that is not aggregated or syndicated from other sources. As a dealer, you can’t control the specs of the machine or the algorithm, but there are ways to build original content into your product pages and boost your search engine rankings once again:

Add Product Reviews:
Let your customers do the talking by allowing them to post reviews on machines they own or rent.

Add a Video, Podcast or other Descriptive Content: Video your salesman or manufacturer’s rep as they conduct a walk-around of the machine explaining all if its benefits. Focus on the types of applications that you are likely to see in your market.

Video or photograph the machine undertaking a specific task: Document its productivity. I like this demonstration of the Wacker Neuson Rebar Tier. Think of how you might conduct a similar test in your own market.

Provide a Side-by-Side Comparison: Do customers often waiver between two different machines? Put together the comparison specs and weigh the pros and cons of each model. What does each model do best? What is the cost/benefit analysis? Add this information to your product pages.

Add Additional Info:
What is the estimated cost of the machine over its useful life? How easy it is to do routine maintenance or change an attachment? These are questions you have probably already answered that can be easily added to your product information online.

In the wake of Google’s Panda Update, it’s more critical than ever to review your website’s analytics and determine what content and keywords are working and what’s not. Take an inventory of the content that already exists, identify what items can easily be added, and what you need to create. Let us know if we can help.

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