Those in the know with regards to SEO will already be familiar with Google algorithm updates such as Penguin and Panda. For those who aren’t that au faix with these terms, basically they are substantial updates that Google makes to their search engine algorithm, that affect the results that are fed to you – the user – when you’re searching for something on the web.
In the past, it was quite easy for sites and SEO practitioners to “pull the wool over Google’s eyes” by making use of link farms, link directories and low quality content that served no value for the end user. Well, times and things have changed – for the better, I might add. The modern day SEO professional needs to have a custom strategy for each client and needs to build strong relationships within the online world in order to make a success of his or her projects.
How Do Updates Affect You?
Panda updates have been known to affect sites with thin content or content that’s not relevant or valuable, while Penguin has been more focussed on sites with poor link profiles. If you’ve been outsourcing your SEO to a company that’s building plenty of random, low quality links into your site, links which don’t really have relevance to your niche and are also from sites that appear dodgy; you may well feel the wrath of Penguin in the very near future. What will happen? A number of things could happen, two of the most common being:
- You could get a notification from Google in Webmaster Tools – provided you make use of this service – stating that you’ve been picked up as having unnatural inbound links
- You could see a drop in rankings on certain keywords
How Can You Save Your Site?
While we never really know exactly how Google calculates how to best serve you sites on search engines results pages, we do know that there are certain rules or recommendations to follow. As per our previous post about content, you can pretty much guarantee that if you’re doing things ethically and people are recognising you for great content, sharing what you write and naturally linking back to you; you’ll probably be safe.
If you’re unsure of the health of your site’s link building activity, perhaps you should check with your SEO provider and ask for a detailed report on all the inbound links into your site for you to check. Make sure that no one has linked to you from an untrusted site and double check that all your practices are ethical.
So far, it seems that Penguin 2.0 has affected gaming sites and those offering pornography. It only rolled out last week on 22 May 2013, so there is more than likely more to be heard on the subject coming soon.
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