As the regulator of all things search, it pays to pay attention to Google’s algorithm updates as they are punched out.
Businesses survive and prosper on the web if they do it well. When Google means the web world to them, many businesses simply cannot afford to ignore updates and changes because the repercussions could be charring.
Google’s latest algorithm change, the Google Penguin 2.0 update went live just over a month ago. The algorithm will keep a check on websites that do not act in accordance with Google’s Webmaster Guidelines and has already dished out punishment to deviators.The Update brings Visible Changes
Changes are constant and the update aims to limit spam sites from its results page, thereby allowing users to have access to cleaner and more relevant results.
Websites using “black-hat” SEO techniques to climb up the search engine ranking ladder using excessive keyword linking, running ads to spread links all over Google SERPs and participating in link building schemes will and have been penalised.
Sites have already found their search engine ranking affected, either positively or negatively, and in worst case scenarios, have been banished from Google almost entirely.
It’s important to note many websites since the update that have been negatively affected have claimed not having used any dodgy “black-hat” techniques to raise their website’s ranking but their websites have been still been hit by the Penguin update.
Key point: It always pays to know what your SEO partner is doing, make sure you have clarity on what they are doing.
Businesses should analyse website traffic report through via Google Analytics to see if they have been slapped by the Penguin update. Considerably low traffic could mean ‘Yes’.
Since the update, more than 3% queries in English have been affected. Changes were minor but evident for queries in other languages.
Top 6 Techniques to Avoid being slumped by the Penguin Update
Although as a business, you may be utilising Search experts to sort out search, you still need to be aware of the techniques that will optimise your search rank and simultaneously safeguard against being slammed by Google’s strict spam laws.
So, what can you do OR what do you need to ensure your search partner does?
Here are our top (7) techniques:
- Again, keep half an eye open on your SEO partner: For every solid and reputable operator out there, you will find 10 dodgy ‘SEO cowboys’ – and we’re talking the bad kind. Unfortunately, many honest websites have been stung because they haven’t done their due diligence and spent a small amount of time understanding what their operator’s strategy is. You can’t afford to mess this one up.
- Avoid abundant anchor texts through specific keywords: Anchor texts, previously deemed as one of the most effective methods of link building, may take down your website’s ranking considerably. Avoid excessive use here. Google found it uncommon for websites to be linked abundantly by specific keywords. It marked them spam.
- Content will always be king: Rather than relying on SEO techniques like link building, exchanging and anchoring, produce original content. SERPs shall now be dependent heavily on the originality of content on websites. If you do re-purpose content not originally from your site you’ll need to spend time to change copy significantly.
- Do not rely entirely on Primary keywords. Use derivatives and synonyms. Rather than using a keyword multiple times in an article, websites can use different keywords that more or less mean the same. Google will quickly crush websites that have content with only the primary keyword used multiple times.
- Quality not quantity of links matter: Writing as a guest author for reliable websites and leaving a link there could mean some affection from the update. Links on PageRank4 or higher pages can fetch good results if your content is engaging.
- Controlling the speed of link building: The update refresh easily understands that it’s not possible for any new website to come in, explode and release thousands of links around, unless it is using bad SEO methods. Looking natural and slow might just help.
- Have non-trustworthy websites linking to you? Disavow them. Don’t forget what your mother told you about hanging around bad friends. Dump them. Websites are increasingly deemed unreliable if they have backlinks from fishy websites. Unfortunately is possible for someone to try to sabotage your SEO by linking you on a dodge website. Fortunately however, you can ask Google not to consider those backlinks through its Disavow Tool. Knowledge is Power!
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Google Analytics: Metrics that Matter
16 July 2013, 6-8:30PM @ Hub Sydney, Darlinghurst
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