Google Panda Update Shifts Estimated $1 Billion in Revenue to Large Publishers

google-panda2.pngThe rich are getting richer, thanks to Google's Panda Update. The Online Publishers Association, boasting members such as ESPN, CNN, The Wall Street Journal, and The New York Times, estimates that Google's latest algorithm change has shifted $1 billion in annual revenue to larger web properties, according to

Backing up these findings is recommendation service Outbrain, maker of a widget used on 91 "premium publisher sites" including USA Today, The Daily Beast and Newsweek, Slate, iVillage, Slate, and The Boston Globe. Traffic to these sites increased by 48 percent.

Vertical categories getting the biggest traffic boost were:

  • Entertainment: 126 percent
  • Sports: 94 percent
  • Tech: 74 percent
  • Finance: 42 percent
  • News: 36 percent

After analyzing a set of keywords this week, Conductor has found that the SERPs are more volatile, indicating that the Panda Update is ongoing and some sites may experience a yo-yo effect.


Fifteen percent of keywords dropped by three or more positions this week -- however, they also noted that the average distance keywords are moving continues trending downward.

More Google Panda Update Coverage:

About the author

Danny Goodwin formerly was Associate Editor of Search Engine Watch, where he also covered the latest search marketing and industry news. He joined Incisive Media in October 2007, in charge of copy editing columns that appeared on both Search Engine Watch and ClickZ. Prior to a life in the search industry, he worked in the journalism field, working in numerous newsroom positions, before later working as a freelance copy editor.