The original Penguin update by Google caused a lot controversy among Internet marketers in April 2012. The purpose of the update was to reduce spam blogs and sites that manipulated the search engines using a number of tactics, primarily through the manipulation of keywords. Unfortunately, innocent bloggers and webmasters took a hit, too.
Understandably, the announcement of Penguin 2.0 updates that began rolling out on May 22, 2013 has everyone up in arms again. If you’ve been hit or are concerned about preventing a hit due to the Penguin 2.0 updates, read these winning strategies to stay in the game.
Content Is King
Just as it has always been, content is king. If you are producing quality content, your sites are probably safe. But what is quality content? Does that mean that you can’t advertise on your site? No, of course not. It means producing content that is worth reading and sharing not because of the product or affiliate it links to, but because the content provides value to the reader in and of itself. It should offer advice, anecdotes, information to help them make a decision, steps to complete a project and so on. If you advertise, Google wants you to be upfront with your readers to let them know that a link is promotional or advertorial in nature rather than making it seem like a natural or native link.
Get In For the Long Haul
Some webmasters know that it takes time to build an audience and to make your way up the rankings in the search engines. It takes a lot of work, especially if you promote by the books. If you’re the type that uses black-hat strategies to game the search engines, clean up your act.
Realize that it’s going to take time to dominate your niche or for your product. Spread your links out over time and only go for high-quality links from relevant blogs. A great way to get relevant, high quality links is to guest post on blogs within your niche. That way, you’re adding value to someone’s site while receiving some link juice and an audience to boot. Links have been important in the past, and they’ll continue to be important in the future. Slow and steady — and high quality — wins the race.
Go With the Flow
The Internet changes all the time, just as email marketing services for healthcare do. Algorithms change, which also means that your competitors change. Don’t be afraid of changing because remaining stagnant when it comes to an online business means that your business will fail. Be diligent in your research and in reading the news that can affect your web presence. Find out which tactics are being punished by algorithm updates and be willing to adapt accordingly. Use SEO best practices to ensure your site is up to par at all times.
Like previous Google algorithm changes, Penguin 2.0 has caused some controversy. However, if you produce good content on a useful website, the changes will only help you.