Now that the initial hoopla about the Penguin 2.0 update has subsided, it is time to think and build a strategy about how to deal with it in the future. For the uninitiated – although no one who has anything to do with websites or ecommerce SEO should be – Google came out with their Penguin 2.0 on the 22nd of May 2013 as part of its initiative to target websites that utilize black hat SEO techniques.
The whole idea behind the Penguin updates, which Google is reportedly making over 500 changes per year, is to considerably target and diminish practices that lead to link spamming and hacking.
So, as an SEO content publisher or anyone dealing with SEO for ecommerce, what can you do to make sure that your site is not targeted? The answer to this lies in your content and how you publish it. There are some steps that you can take in order to lower or even ultimately eliminate the chances of your site coming under Penguin’s radar.
Here are some tips on what to look out for and do before content goes live:
- When you target just one or a few specific number of keywords as anchor text for your post, this is picked up and categorized as spam by Google now. This really needs to be changed and the text needs to be varied.
- It’s important to use good, clear precise language as well as keep the posts free of all grammatical errors. Scan your content thoroughly before hitting the publish button to make sure there aren’t many errors.
- Related keywords are very important. A good practice is to write with one main keyword and then add a few related keywords in there. This helps Google read your content better.
- When you insert anchor text, it is a good idea to insert your brand name in there in order to get some variety. Variety is something that Google looks for in content and this will solve that purpose.
- Avoid hiding text. Sometimes website owners hide or white out text in order to get a higher ranking. This is disastrous and should not be resorted to as Penguin has the ability to decipher this text.
- One point in the checklist is to cite authoritative sources in your content in order to increase credibility. Google is looking for reliable content for web surfers and any error on this part is considered a quality issue.
- Claim authorship of your content, as Google definitely wants to reward content producers who send the time and effort to create consistently good content.
- Use social media to promote your content. This ties in with Google’s philosophy of trying to build a community through content.
- Write new content as often as possible and keep your site updated. This is essential as it helps to keep your site fresh for Google’s crawlers.
- Create a content marketing strategy by knowing who your customer base is, what you want from them and in what format you will create the content. Then use this information to create content that gets you a pre-defined result.
The point is, if you’re willing to put in the work to create good quality content within Google’s guidelines, you can very well survive the Penguin watchdog. Bearing that in mind, it’s easy enough to rank well and maintain your place in the web world.
Like what you see? Use these tips above to stay afloat in the post Penguin world effectively!