When news of Google's latest algorithm update hit the media, attention was reverted back to the last algorithm change, Panda.
First introduced in February 2011, the move was designed to re-evaluate Google's ranking systems based on site quality. Panda affected almost 12% of all search results, sending SEO companies up and down the country into a state of panic, so when information was released recently about the search engine's newest algorithm update there was already a high level of interest surrounding the matter.
Announced on the April 24, 2012, the latest update has since been dubbed the "Penguin". The change saw Google reforming the principals of its ranking system in order to favor sites that concentrate on high quality content, rather than over-optimization.
While the news caused initial concern amongst the SEO (Search Engine Optimization) community, the proposed changes were in fact not as discouraging as they first seemed. Put simply, Penguin was introduced as a means to target sites that relied on "black-hat" SEO techniques (such as keyword stuffing and content duplications) to achieve first page search results.
Created with a view to encouraging companies to produce sites that focus on strong relevant information for their consumers, the update is not necessarily a setback for SEO agencies. While Google sent warnings about penalizing sites for over-optimization, ethical and trustworthy SEO providers need not worry as long as their work is reliant on legitimate white-hat SEO methods.
Ben Austin, Managing Director at Essex based online marketing firm SEO Positive, attempts to explain the real implications of Penguin.
"With so much confusion surrounding Google's latest update, many are jumping to the conclusion that search engine optimization could really damage their site's exposure on the web, but this isn't strictly the case," he said. "Penguin is basically demonstrating a lack of tolerance towards companies resorting to underhand methods, such as exchanging an excess of low quality links, making their site appear less natural.
"SEO agencies which concentrate on building a site's profile through transparent, trustworthy approaches are likely to find their positions are largely unaffected."
With such tough measures in place against over-optimization, the main question on everyone's lips is this: what can be done to ensure my company maintains its essential high search engine rankings?
There are numerous ways through which a business can continue to enjoy these high levels of exposure. Posting regular blogs, venturing into the field of social media marketing and focusing on creating original and striking copy for your website can all contribute to keeping your firm highly visible on the web.
As in the beginning stages of any major algorithm update, positions have a tendency to fluctuate. Due to so many different sites being pushed up and down the rankings, even those whom Penguin was unlikely to affect greatly may have seen their positions alter on a regular basis. This was all to be expected in the early stages of such a significant overhaul, and for the majority, these changes have already begun to settle.
However, more worryingly, a number of sites have made complaints that their high quality sites have been adversely affected, taking them off Google's radar completely. With such a high emphasis placed on the importance of sitting within the first page of the search engine to guarantee high levels of traffic, some companies are disappointed to find they no longer retain these positions, despite not resorting to the outlined, negative "black-hat" methods.
If this is the case, surely Penguin has accomplished precisely the opposite of what it set out to achieve? Nevertheless, it has been claimed that these cases are in the minority and that any issues relating to plummeting SERPs may have existed before Penguin, not as a direct result of the algorithm overhaul.
Overall, has the Penguin update been a success? Many would argue that it is still too soon to tell, but early indications would suggest that less spam and low quality links appear to be seeping through than previously.
First introduced in February 2011, the move was designed to re-evaluate Google's ranking systems based on site quality. Panda affected almost 12% of all search results, sending SEO companies up and down the country into a state of panic, so when information was released recently about the search engine's newest algorithm update there was already a high level of interest surrounding the matter.
Announced on the April 24, 2012, the latest update has since been dubbed the "Penguin". The change saw Google reforming the principals of its ranking system in order to favor sites that concentrate on high quality content, rather than over-optimization.
While the news caused initial concern amongst the SEO (Search Engine Optimization) community, the proposed changes were in fact not as discouraging as they first seemed. Put simply, Penguin was introduced as a means to target sites that relied on "black-hat" SEO techniques (such as keyword stuffing and content duplications) to achieve first page search results.
Created with a view to encouraging companies to produce sites that focus on strong relevant information for their consumers, the update is not necessarily a setback for SEO agencies. While Google sent warnings about penalizing sites for over-optimization, ethical and trustworthy SEO providers need not worry as long as their work is reliant on legitimate white-hat SEO methods.
Ben Austin, Managing Director at Essex based online marketing firm SEO Positive, attempts to explain the real implications of Penguin.
"With so much confusion surrounding Google's latest update, many are jumping to the conclusion that search engine optimization could really damage their site's exposure on the web, but this isn't strictly the case," he said. "Penguin is basically demonstrating a lack of tolerance towards companies resorting to underhand methods, such as exchanging an excess of low quality links, making their site appear less natural.
"SEO agencies which concentrate on building a site's profile through transparent, trustworthy approaches are likely to find their positions are largely unaffected."
With such tough measures in place against over-optimization, the main question on everyone's lips is this: what can be done to ensure my company maintains its essential high search engine rankings?
There are numerous ways through which a business can continue to enjoy these high levels of exposure. Posting regular blogs, venturing into the field of social media marketing and focusing on creating original and striking copy for your website can all contribute to keeping your firm highly visible on the web.
As in the beginning stages of any major algorithm update, positions have a tendency to fluctuate. Due to so many different sites being pushed up and down the rankings, even those whom Penguin was unlikely to affect greatly may have seen their positions alter on a regular basis. This was all to be expected in the early stages of such a significant overhaul, and for the majority, these changes have already begun to settle.
However, more worryingly, a number of sites have made complaints that their high quality sites have been adversely affected, taking them off Google's radar completely. With such a high emphasis placed on the importance of sitting within the first page of the search engine to guarantee high levels of traffic, some companies are disappointed to find they no longer retain these positions, despite not resorting to the outlined, negative "black-hat" methods.
If this is the case, surely Penguin has accomplished precisely the opposite of what it set out to achieve? Nevertheless, it has been claimed that these cases are in the minority and that any issues relating to plummeting SERPs may have existed before Penguin, not as a direct result of the algorithm overhaul.
Overall, has the Penguin update been a success? Many would argue that it is still too soon to tell, but early indications would suggest that less spam and low quality links appear to be seeping through than previously.
Article from:
http://www.digitalspy.co.uk/tech/advertorial/a382990/seo-positive-summarises-impact-of-googles-penguin-update.html
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