P-p-p-p-penguin 2.0

Posted by Gerald Heneghan Sep 3, 2013 11:47:00 AM

Topics: Online Marketing, Google, Digital Marketing, Content Marketing, News, SEO

Penguin Algorithm update

You may have heard news of a Penguin being rolled out today. While there’s no new chocolate bars on the horizon, there is a significant update to the Google algorithm that could have implications for your search rankings.What is Penguin 2.0?

As mentioned, Penguin 2.0 is an update to Google’s algorithm (the thing it uses to ascertain where a certain site should appear on a results page). The Penguin series of updates  have been focused on reducing the usage of so-called ‘black-hat’ SEO techniques and its workings are entirely public.

While there’s been four Penguin-related launches thus far, Penguin 2.0 is significant as it goes beyond simply refreshing data and involves changes to the actual algorithm.

Black-hat SEO and what Penguin 2.0 has in store for you

So what is black hat SEO and should you be worried about the Penguin 2.0 changes? As Brian Clark wrote in his great piece on author rank:

“During the last 7 years or so, there have been two different approaches to SEO. One approach was to game the algorithm, get slapped, get back up, and game again.

“The other approach was to create great content, attract natural links and social sharing, and focus primarily on pleasing people while also artfully spoon-feeding Google. Guess which approach won?”

The first approach he describes is what’s referred to as black-hat SEO, which despite sounding ominous, is simply the practice of avowedly using techniques search engines might not necessarily approve of or loopholes to enhance the search rankings of your sites.

Penguin updates are aimed at reducing the effectiveness of such techniques, improving Google’s ability to detect impropriety. If you’re reading this, the chances are you’re not a black-hat practitioner  - and thus have little to fear from Penguin 2.0.

So what should you be doing?

Google takes more than 200 factors into account when establishing where a page should appear in its search results and given the importance of having a digital presence in the 21st century, it’s well worth developing at least a passing familiarity with SEO.

While some will tell you it’s all about quality content these days – and don’t get me wrong this is a massive concern – there are a range of technical elements to consider as well. It’d be easy to fill an entire blog with articles on these, but sufficed to say you’ll either need to get to grips with SEO or outsource to someone you’d implicitly trust your web presence to.

So what are your thoughts on Google algorithm updates, content marketing or modern SEO in general? We’re always keen to hear what you have to say, so don’t be afraid to leave us a comment or two.

If you’d like to learn more about what changes the SEO landscape is likely to see in the future, check out this video from Google Webspam guru Matt Cutts. And if you’d like an informal chat about enhancing your web presence, why not get in touch with RDPR today?

We've also put together a new guide for SMEs looking to get started with social media, so don't miss out and download it for free today:

Online marketing guide for SMEs


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