It's been a while since there's been any news of Googles Panda, but he's up and about and heading over to your website!
If you are unaware or have heard the terms Google Panda and Google Penguin and have no idea what people are talking about, then read on!
Google Panda - what is it?
Google Panda is simply the codename Google apply to an algorithm update which targets websites that have a perceived low quality. This can be called "thin content" ie you don't have very much on your page, or you have the same text repeated on lots of pages.
They are also looking for duplicate content and poor quality. So in Googles eyes, if you aren't offering anything new or of value to the internet, then you shall be punished and the Panda algorithm will suppress your keywords and content from ranking highly in the search engines results pages. The updates started in 2011, and since then there have been multiple major updates, but it settled down to a quiet monthly behind the scenes update. When Google announce a Panda update, it normally means there have been some major changes to the algorithm.
So what about the Penguin?
Googles Penguin updates are simply another algorithm that specifically target link building practices. If you have had some shady link building practices in the past, by an even shadier SEO person who promised you the top of Page 1 Google, then there is a chance you may have or will be affected by a Penguin update which run every so often.
To catch up on all the latest Google Panda and Penguin Updates, we have a link here: Googles Algorithm Change History
So do I need to worry or what should I do to Panda proof myself?
In theory, none of us worry about search engines, there is no need for SEO, we all write original and informative content, display minimal adverts and the world is a happy place.
In reality no one really knows the true picture. There have been lots of high profile website casualties who have lost 50% or more of traffic (or even removed from the index). There has also been lots of reports of innocent websites getting hit, and mountains of information and dis-information.
One of the most common and annoying forum and blog responses is "if you have done nothing wrong then you will be fine and Google only targets bad sites".
Unfortunately that's not completely true, which is why the algorithm is continually updated and tuned to reduce any friendly fire.
To keep yourself on the Panda straight and narrow, then the best place to start is the squeaky clean approach and adhere to the Google Bible of being a good web master 
Guidance on building high quality sites - Google
But in summary:
- keep content original, and the highest quality you can. Avoid shallow or thin content.
- Don't "overSEO" your pages. Stuffing your pages with the same keyword or writing the content purely for a search engine and not a human won't do you any favours. eg, overuse of unnatural language, so you can insert your keyword in.
- Don't rely on a single keyword or phrase to drive traffic or sales leads. If you lose this, would your business become vulnerable? Spread your risk. Have multiple good quality pages and try and only rank for 1 term per page.
- If you utilise advertising, be conservative with it. Google will penalise you now for having multiple adverts above the fold (the initial viewing area of your webpage without having to scroll).
How do I know if my site has been mauled by a Panda?
The most obvious thing you will notice will be a reduction in traffic, and/or under performing keywords. A lot will depend on your type of site. If you are selling a product or service, and the majority of leads come from your site, then have the enquires slowed down or stopped?
You may have also received a manual penalty, in which case you will have a message waiting for you in your Web Master Tools. (If you haven't set this up, follow the link and do it!)
A manual penalty although rare, is easily recoverable. Do what it says, fix the issue, then re-submit or follow the process in the message from Google.
The most common issue is your website is affected automatically by the algorithm. If you suspect an issue, go and have a look at your website analytics. If you don't use any analytics, slap yourself, then go and install Google Analytics (or similar) Its free and critical to your website success.
Your analytics should indicate a drop in traffic where your problems began, and if these correspond with a publicised Panda update, then it looks like your website has upset the Panda.
How do I recover from a Panda problem?
If you get a manual notice from Google in your web master tools, then do what it says. If you haven't and it looks like you have been hit by the algorithm, then it's time to take a look at your website and do some analysis.
You will know if your website is low quality, if you have plagiarised content, have lots of low quality content etc. But maybe it's only a few pages that are causing the issue?
Analyse your analytics and see if you can see which keywords have disappeared or lost ranking. This should then point you to some of the problem pages, or give an idea of the scale of the problem. Re-visit the Google guidance link, is there anything in there that rings true?
If you are struggling, then there are a variety of SEO forums, but beware of amateur speculation and crackpot ideas, some which may do more harm than good.
Obviously there are professional SEO/Marketing agencies that can do the investigation for you, or a quick google online for Panda Help will give you a variety of tools and techniques.
Unfortunately there is no quick fix or magic bullet. Once you think you have your house in order, it's a case of sitting tight until the next Panda update, which apparently is now monthly.
If your site is still suffering, then it's possible you haven't rectified all the issues, or it may be worth investigating your link profile (ie the sites you link to, and looking at the sites that link to you) just in case you have tripped over Googles Penguin (link quality) algorithm.
I hope that's been of help to some people, but feel free to shout out any problems, questions or share some experiences or thoughts.
