Penguin 2.0 – Why I am not worried

Written by newmediamike

Topics: Blog, Search Marketing, SEO

Matt Cutts announced a major algorithm change was coming soon. It has been dubbed Penguin 2.0 and news of it’s pending release whipped the SEO community into a lather about the effects of Penguin on their SEO efforts.

Currently Penguin is a filter on link quality sitting atop of the Google ranking algorithm. This filter runs at irregular intervals to filter out those obstinate sites that are still using link building scheming techniques to game Google’s results pages. This latest Penguin 2.0 update is aimed at cleaning up some vertical market search results that are currently still displaying way too many irrelevant not to mention spammy sites.

My Twitter feed and Facebook news feed are filled with blog posts about what sort of devastating effect Penguin 2.0 is going to have on rankings. Even though the change hasn’t rolled out yet I’m sure the scam artists are already preparing ways to recover from Penguin 2.0 for only $49.95.

Meanwhile, I’m sitting back, smiling and even laughing at all the Chicken Little’s of the SEO world running around bemoaning their soon to be loss of rank.

Why I am not worried about Penguin 2.0

Penguin 2.0 to do damageNeither Penguin 2.0 or any other Google algorithm update that hits the SEO practice of link building give me sleepless nights. I’ve never been a huge supporter of link building as a valid search marketing technique. Years ago it worked for SEO, but in today’s search marketing environment it doesn’t work. Link building isn’t dead and Google isn’t killing it as a ranking factor yet because it works. I have thousands of links to this site, but I haven’t asked for ONE of them. I haven’t practiced link building on this blog or any of my own online properties that would be affected by the Penguin 2.0 update. I definitely don’t have to worry about it with the clients I work with and their brands. With no bad links in my link portfolio I’m not worried about any sort of devaluation from Penguin 2.0.

I applaud Google for this latest effort to clean up the search results. There is still a lot of work to be done to clean up the mess that all the years of rampant spammy link building has wrecked upon the web. I’m always appalled at the flotsam and jetsam of bad results for some very basic queries. This has on several occasions resulted in me creating my own content to try and battle this.  I am going to start sounding like the proverbial broken record, but if you create good compelling content that people will want to link to, then you will be successful. People flock to search engines to find answers to questions, (Who is 760-750-8888 …), solve problems (how to fix a wordpress blog redirection), get advice (Remove ads from Android Games), find solutions (TTC Apps for iPhone) or look for  background information (Toronto Food Truck history). Provide them with what they are looking for and you will be rewarded with traffic. besides being my personal soapbox is also an information blog and is a natural for content creation to generate traffic. But can the same technique be applied to business pages? Of course it can. Search marketing success comes when you answer a question, solve a problem, provide valuable information or assist a searcher find a solution. Match the searchers intent with your offering and you have taken the first step to search marketing success. Think about the fundamental reason you are in business and center your content around that. Help searchers find answers to questions only your business can answer. Show them how your business is relevant in helping them solve their problems, but of course be careful about giving away too much information. Provide enough of an answer to let your visitor potential client/customer/patient know you are an expert in your field and to want to pay you for more help.

Selling something? Give the user as much detail as you can about the item you are selling. To you it may not seem relevant but to someone out there looking for information it could be the difference that means a sale.  Answer questions such as what can it be used for, what does it do, what can it make, how to clean it, who would be interested in it, why they should own one or more, etc. Provide as much relevant information about the product, service, item as you can as you can’t know all of the thousands of long tail keyword combinations will bring traffic your way.  The next step is to convert them from visitors to customers. That is when you are really successful!

Finally the biggest reason I’m not worried about the effects of Penguin 2.0 or any other Google algorithm update is because I follow the same basic search engine optimization best practices I have for 15 years and they are based on what the search engines have told web masters what they want. It’s worked for me for 15 years to gain and maintain respectable keyword positions for a wide variety of phrases, clients and verticals and I’m sure they will continue to work after Penguin 3.0.

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