02 8413 6400Mon. - Fri. 9:00am-5:30pm

Google Penguin Still Making Waves 1 Month Later

Posted by in SEO

It’s been four weeks since Google released Penguin, its most significant algorithm change since Panda. Penguin has affected around 3.1% of English queries since its release on 24th April. You may be wondering how this affects your business – keep reading to find out!

 

What’s It All About?

Unlike other Google algorithm updates, Penguin’s primary focus is not improving the quality of search results for users – at least, not directly. Rather, Google is targeting web spam and websites that do not comply with its published guidelines. Many “good” websites have been negatively affected as well, even if the quality of links is only mildly questionable. Even the E-Web website, which has held the #1 spot for the term “SEO” for years, has yo-yoed up and down Google’s rankings – up to seven times in one day.

What Actually Happened?

To make a long story short, Penguin targets over-optimised websites. Penguin has stopped rewarding and has even penalized some websites that have:

  • built unnatural links
  • built a high proportion of links with the same anchor text
  • a higher keyword density
  • a lower number of site pages
  • keyword matching domains

Ultimately, Google wants to reward and promote reputable websites on their terms, but in the process many high quality websites have been punished for having unnatural links built to them. An extreme case is the search results for “buy Viagra”, historically one of the spammiest online niches. Some of the highest ranking sites are unrelated to the industry or even inactive. Clearly, this change still requires some fine tuning.

What Are We Doing?

Our team of Digital Marketing Specialists has dedicated most of May to counteracting any negative effects of Penguin, as well as future-proofing our systems and approach. This entails:

  • Analysing our clients’ link profiles to make sure they are as natural as possible
  • Checking anchor text distribution of links we have built
  • Greatly improving the social signals generated as part of our strategy
  • Ensuring that on-page SEO is optimised in the right balance
  • Checking page speed and bounce rates

As time goes on, we will continue to research and respond the effects of Penguin.

What Can You Do?

At the end of the day, you engage in SEO so we can improve your web presence and increase your online business reach. Google wants everyone to comply with their guidelines and is therefore unhappy when they are stretched. While we are constantly keeping up to speed with Google’s algorithm changes to keep you ranking well, here are a few things you can do you on your end to make Google happier:

  • Content is king – update content on your blog frequently, and if you don’t have a blog, now is the time to make one!
  • Get social – implement social sharing buttons on your website and on your blog posts
  • Improve the usability of your website
  • If your rankings have been negatively affected by Penguin, you can submit this form to Google.

What Now?

Penguin has reinforced that SEO is a long term process. Shortcuts are no longer passable and black hat SEO tactics are a thing of the past.  Now more than ever it’s important to think of long term content strategies that deliver what your target audience wants.

We can expect that Google will roll out some Penguin updates in the near future. Stay tuned – we’ll be sure to keep you up to date with the latest Penguin news!

About

Emma is a campaign manager at E-Web Marketing, where she helps her clients' businesses grow through various online marketing strategies. She is constantly researching breaking news in the world of online marketing and loves to share her knowledge of the industry.

1 Comment

  1. Andrew Buckle Reply

    This new approach by google makes no sense at all.. if a page is about say ‘Photoshop brushes’ then the likelihood is that people will set up a link with the text ‘photoshop brushes’ … and that will be repeated in the 100s of sites that link back to that – same with a reference to a company say ‘XYZ ltd’ – I suspect most sites will have the link referenced as ‘XYZ ltd’ and with very similar text (company XYZ ltd is a good company for XYZ products’ .. so if that going to be penalized because 1000s of sites or places can’t come up with more exciting text to link back to your site ?? for e-commerce sites in particular, most of the text will probably be the same over and over and the originating site will have no control over the repeated use of the same text

    But then again, e-commerce sites.. who puts a natural link to them anyway? I can’t say I have other than to say Adobe and then in that link I just put the text ‘Adobe’ (does it need anything more, clearly now it will need a content writer to write even blurbs for links now.

Leave a Reply