Jun 4, 2013 11:30:00 AM

Penguin 2.0 - The Good, The Bad, And The Ugly

Posted by Jeanine Krzyzanowski

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Penguin | Penguin 2.0 - The Good, The Bad, And The UglyLast month Google launched their latest salvo in the battle against web spam. Penguin updates 2.0 aggressively focused on websites with low quality content, link spam and advertorials. The updated algorithms had an immediate and pronounced impact on sites that don't follow search engine optimization best practices. Searchmetrics.com published their list of the sites hit hardest by Penguin 2.0 showing that SEO visibility fell dramatically for the usual suspects like adult and gaming sites. Popular and respected blog sites like dailydot.com also felt the crunch as their SEO visibility took a plunge.

Penguin 2.0 has done some damage on unexpected victims as well. Big brand business sites like Reeds Jewelers and Dish Network suffered a serious loss of visibility as did the Salvation Army. Why did Penguin hit these mainstream entities so hard? The answer has to do with how Google views backlinks.


Links or Link Spam

Google thrives off of natural backlinks. Natural backlinks happen when someone finds value in your content and shares your site link on their web page, blog or in a comment. These kinds of links happen naturally when you create useful and interesting content and actively use good on page SEO and social media to share your content with others.   

The longer your site is up, the more backlinks you will accumulate. Dish Network and other long established sites have thousands of backlinks. Because they have so many, it is difficult to monitor all of them. From the 600,000+ backlinks Dish.com has built up over the years, some may be spam and others might be from sites that use Black Hat SEO or promote adult or inappropriate content. The Google crawlers now look deeper into websites to analyze the page content and backlinks. Bad links or poor quality content causes SERP visibility to suffer.


The Fix and the Future

Google’s staff is hard at work to clean up and improve the value search gives users. Dish Network and other sites that suffered during Penguin 2.0 can recover from lost visibility. Easy to use Google tools help webmasters clean up backlink problems and improve the SERPs.

The future of SEO after Penguin 2.0 will be content and social media driven. Dish.com and other sites hurt by the update can bounce back with high quality engaging content, social networking and press release distribution to create high quality organic backlinks. A strategic link acquisition campaign is always recommended to continuously build those quality backlinks and be proactive agaist algorithm updates. Sites with engaging and useful content will benefit from the changes as Google improves search for both users and webmasters.

In House vs. Agency | Penguin 2.0   The Good, The Bad, And The Ugly

Topics: Search Engine Optimization (SEO), Link Building & Acquisition

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