Panda Update 2.5
Early October saw another Panda update from Google - the 7th update to date. The big news in this update is that video content is the big winner. Big brand video sites such as CBS, NBC, Hulu, HBO, MTV and of course YouTube are the biggest winners according Searchmetrics - basically, all these sites have huge amounts of video content on them.
Out with international websites like the ones mentioned above, the new update also looks to favour smaller websites who use video content, although it is still early days and more testing will need to be completed and analysed before this can be confirmed with conviction.
So why has Google decided to put more weight on videos?
Google are constantly testing search trends, click through rates, etc, looking for better ways to improve the overall search experience for users. Not that Google shows these results to anyone however; there are other clever folk out there trying to replicate the kind of tests Google does.
Mirametrix is one of those companies and specialise in eye tracking software. Recently they decided to test and share some insights through SEOMOZ. In a nutshell the eye tracker shows Google searchers are attracted to video results in the search engine results pages.
We're also assuming Google has click through rate data to back this up hence the reason video content is the big winner in this Panda update.
Other ranking metrics to be given more weight in this update are Google's +1s. This comes as no surprise, and we expect more of the same in future updates. Google plus for businesses will be available later this year but in the meantime make sure your company website has the +1 button on all priority pages.