It's not all black & white
In 2011, the culprit was Panda - Google’s multi-part algorithm change that shocked the web by dropping the rankings of hundreds of thousands of previously highly touted sites.
In 2012, it is Penguin that has many do-it-yourself SEOs scratching their heads, wondering where they went wrong.
The algorithm update itself is very similar to the other recent updates we’ve seen like Freshness and all four updates to Panda. Google wants to see quality content that benefits its users, not overt attempts to improve ranking in the search engines, and they are getting much better at telling the two apart.
So, there are a few things you need to do now as an SEO to avoid the wrath of Google’s current (and future) algorithm changes and ensure your sites always stay where you want them.
It used to be that if you wanted quality backlinks, you’d find the best keywords and then use them as anchor text linking to your site. However, Google has finally caught on, warning everyone that lack of diversity in anchor text isn’t natural. So, use natural linking styles with multiple anchor text variations, your name or even the domain name.Anchor Text
High Quality Links
If you generate only high quality links, then you will know for sure that you are in the clear. Avoid spammy links or anything that even looks spammy.
Look for and Remove Duplicate Content
Having multiple pages on one site for the same topic, along with broken links, link loops or anything else that might confuse the user is a big no-no. Do a quick evaluation of your site’s site map and look for areas of weakness to make changes in.
Inbound Marketing is the Future
Right now, we're seeing a stark shift from the stodgy, numbers-based style of SEO that has ruled since the late 1990s to one that focuses almost entirely on the end-user experience. Why not go the extra mile and focus more of your marketing efforts on the end user experience as a whole, adding features to your website and growing your service to provide a better experience.
Diversify
No one thing will change the track of your website. You need to have a diverse, well defined backlink portfolio with varied anchor text and a site map that shows a dedication to growing content that is interesting to your users.
The tip of the iceberg
Is Penguin the end of the Internet as we know it? Of course not. Like any other major algorithm update, it is merely a shift in how we see the Internet and what is expected of you as a site owner or SEO.
If you have lost ranking because of Penguin, ask yourself what you were doing before that Google now frowns up. Don’t get stuck in the loop of saying “but it worked before”. It may have and for many years it may have been considered perfectly safe, but technology evolves and so too must your marketing methods.
If you have any Penguin stories and/or tips for our audience please feel free to share them in our comments.
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