[0:00]Hello, everyone. My name is Matt, and I'm a product manager on the Google Search team. I'm here today to talk to you about some of the changes that we've been making to our search ranking over the past year or so, including what we've been calling Panda, and then give you some advice about how to make sure that your site is doing as well as possible in Google Search. So first off, let's talk a little bit about what Panda is. Panda is an algorithm change that we rolled out about a year ago, so February 2011, and it's something that we've been updating on a monthly basis. And the idea behind Panda is it's an algorithm change that's designed to help us rank high quality sites higher in our search results. So, what is a high quality site? Well, a high quality site would be something that you'd be comfortable giving your credit card information to, or that you'd be comfortable giving medical advice to. It's a site that if you landed on it, you would trust it. And the opposite side of that would be what we would call a low quality site. And those are things like content farms, or sites with a lot of ads and not a lot of original content, or duplicate content, or just thin content. So basically, we think about the web and we think about how people perceive the web. And so we did a bunch of analysis and we said, look, if people are going to like a website, these are the kinds of characteristics that tend to be true about it. And then we use that to build an algorithm that helps us find those characteristics and then rank high quality sites higher. So let me give you a few examples of some questions that we would ask internally at Google if we were trying to judge the overall quality of a specific page or a website. So, for example, would you trust the information presented in this article? Is this article written by an expert or an enthusiast who knows the topic well, or is it more shallow and superficial? Does the site have duplicate articles or redundant articles with slightly different keywords or similar content across different pages? Does this article provide substantial value when compared to other pages on the topic? How much quality control is done on content on the site? Does the article describe both sides of a story? Is the site a recognized authority on its topic? Is the content mass produced by a large number of creators or spread to a large network of sites so that individual pages don't get as much attention or care? Was the article edited well or does it appear sloppy or hastily produced? And would you expect to see this article in a printed magazine or encyclopedia or book? Does the site have an excessive amount of ads that distract from or interfere with the main content? Does the article have good primary research or original content, original reporting? And then finally, would a user bookmark this site, come back to it again, or would they just leave quickly and not return? So those are some of the questions that we would ask that would tend to characterize a high quality site. And the changes that we've been making with Panda have been to help us use these kinds of characteristics to rank high quality sites better. Now, we launched Panda in the US back in February of 2011, and we started rolling it out internationally. So that means if you were in the US, you might have felt the effects of Panda way back in February of 2011. But we've also been doing monthly updates to it. So there's been 10 or 11 data refreshes since that time. And the idea behind a data refresh is that we might find new data or new ways to characterize quality content, and we'll push that into our algorithm, and so you might see some sites move up or some sites move down. If your site was affected by Panda, probably the number one most important piece of advice is just to go back and iterate on your site and try to make it higher quality. Look at the kind of content that you have. Look at the articles. Look at the kind of user experience that you provide. Are there too many ads? Is there too little content? Is the content duplicated? And if you improve the overall quality of your site, that will tend to help you do better in Google search. So it's not just about content quality, it's also about things like having a good site architecture. So, for example, we've had a video that talks about improving the site speed and how Google likes that. We've talked about mobile sites. We've talked about a lot of factors, but overall, what we're trying to do in Google search is help people find great content. And the Panda algorithm is just one of many changes that we make over the course of a year, over the course of time to help ensure that we're ranking high quality sites for our users. So basically, if you have good quality content, that will help you do better not only with the Panda algorithm, but with our other algorithms as well. So hopefully that's a good introduction to Panda, and some of the things that we look at, and hopefully your site will do as well as possible in Google search.