By Marc Purtell | Director, SEO
Google’s Penguin 2.0 algorithm change set online marketing universe ablaze with commentary and speculation. Many digital marketers were left reeling in its wake, cleaning up link profiles and adjusting their search and SEO strategies in response. Those hit with penalties following the Penguin 2.0 rollout have been working around the clock to dig through link profiles, reach out to damaging link hosts and plead with Google through re-inclusion requests. The extent of this process varies but it is always a daunting task.
Meanwhile, their counterparts that have not been negatively affected are going about their normal daily activities and maintaining a full head of hair. It’s not only the aftermath of Google updates that cause panic; it’s also the time leading up to them after Matt Cutts makes a formal announcement that raises the stress levels of SEO practitioners around the world.
Wouldn’t it be nice to hear about a pending update and just brush it to the side because you are confident that you will not be retroactively reversing SEO “quick fixes” that were inevitably going to be attacked by Google at some point? That can be the case by acting proactively and considering the direction Google has been moving in order to stay in line with future updates.
Common Penguin Themes
Thus far, there have been some common themes in what Google is going after via Penguin refreshes including:
- Over-optimized anchor text
- Links from low quality content
- Sponsored links
- Links from irrelevant content
- Multiple links from the same source
Understanding these themes and the motivation behind them can help us not only clean up past efforts that could be putting our Web properties in danger, but also give us guidance on what types of efforts we can employ moving forward in order to maintain momentum of organic search performance. (more…)