Lessons Learned from Penguin 2.0July 17, 2013

It’s been well over a year since Google launched the first version of Penguin (the code name for updates to its search algorithm, in an effort to weed out spammy sites and wrongfully-optimized content), and in early summer 2003 Google struck again with Penguin v2.0. In this latest launch, Google drills down even deeper, analyzing beyond homepage links to the core content of landing pages and beyond. So what is Google’s Penguin looking for this time and how can you make sure your site is in compliance? Read on for more details… Penguin 2.0 is on the hunt for good content – but not just automated keyword-rich content; Penguin wants authentic quality content that isn’t over-optimized, but is natural instead. Penguin 2.0 also looks at your entire Internet footprint – including your branding and linking strategy, to ensure there’s quality over quantity. After all, Google’s goal has always been to provide users with an optimal experience, and the company continues to try to police search in a way that is fair, so as not to allow shortcuts. Penguin 2.0 impacted millions of websites, resulting in lower rankings and drops in traffic over the past few months. If yours was one of the sites that was hit, then here’s what you can do recover: Keep content real. It’s been said before and we’ll say it again – there’s no quick fix for SEO. Paying for links to a long-list of other sites is a big “no no” according to Google. Instead, focus your efforts on deep linking within your own site, and rely on the great content that you are producing to generate links back to your site, once it’s shared. Also, take advantage of sites like Pinterest, SlideShare and YouTube that help increase visibility for your URL. Vary your anchor text. Penguin 2.0 doesn’t like repeat keywords, so if you’re looking to pad your site with them, make sure to mix it up. Use your branding as part of your keywords to show variety, while keeping it readable for users. Provide substance. Once you’ve built your website, make sure there’s a reason for users to come back. If they are loyal to your site, they’ll tell their friends and pass it on. Build your brand. Penguin is different from any of the other algorithms in that it really focuses on the power of the brand, which is why big brands suffered the least with the latest 2.0 release. For brands who are starting out, focus on connecting with your audience. They are your biggest advocates, and once you start to engage them, Google will follow. More than ever, Google is seeking out quality, relevance and value. And with Penguin 2.0, it’s about getting back to the core of what matters – the end-user experience.