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Penguin 2.0 & What it Means for your Website!

Tuesday, June 25th, 2013 by Erin Peters

The long-anticipated Penguin 2.0 is an update aimed at combating web spam. The update was rolled out on Wednesday, May 22nd and is expected to affect 2.3% of English web queries.

To be clear, this is an update to the algorithm and not just a data refresh. The fourth penguin algorithm update can yield changes in the search results on the larger end of the spectrum.GRA penguin infographic 200px

Recent changes to Google’s search engine ranking algorithms are already having an impact. Aggressive link building tactics will be lost within Google’s search, while authenticity will be rewarded.

It is important that you be natural and authentic so you will be less likely affected by Google’s ongoing improvements to its algorithms. Your content should be fresh. There will be no ‘quick fixes’ or placeholder bandaids, forcing user-centric research and implementation of best practice SEO.

This is great news for companies (like Graphtek) who already are practicing good SEO, not so good for some other companies who aren’t practicing good SEO.

“The perfect search engine would understand exactly what you mean and give back exactly what you want,” Google’s cofounder and CEO, Larry Page

Some tips?

  1. Fire Your SEO: There are some incredibly reputable SEO agencies out there. But there are still some SEO agencies that rely on black-hat techniques for short-term gains. If it sounds too good to be true, too quickly, it probably is. These agencies are not helping your business and they are ruining your website.
  2. Create & Curate Content: Create good, original content related to your products and/or industry for your users. By focusing more on content promotion, branding and providing valuable content to your audience, the better your site’s rankings will be. This can include guest blogs and press releases.
  3. Practice Responsive Web Design: I can’t stress enough the importance of mobile-friendly websites. Responsive Web Design is the approach that a design should be flexible enough to adapt to the screen size and platform of the visiting user. Mobile Internet usage is predicted to overtake desktop internet usage by 2014. A responsive website can provide a great user-experience across many devices and screen sizes.  And it makes it easier for your users to share your high quality content.
  4. Be Social: SEO and social media marketing have become intrinsically intertwined so be sure you are utilizing social media. Google+, authorship tags and social signals continue to play a big role of the SEO equation.  In Google’s eyes, social shares are important in building your authority.
  5. Analyze Your Backend: It can be a pain in the backend, but identifying and analyzing performance data and ranking frequently is crucial. Identify performance challenges or drop offs to your website and tweak, if necessary.

Google will continue to evolve and as a result we may need to alter our strategies, but always maintain integrity and continue to practice good SEO. Do this, and Google’s updates won’t be a something that is feared, but something that is welcomed.

A long-term approach is vital to success.

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