Google's ?Penguin? Algorithm Redefining Search Engine Optimization
?You don?t want the next Penguin update,? was the dire warning Matt Cutts recently sounded off for online marketing companies. Cutts, a search engine optimization (SEO) and spam specialist for Google, was referring to the company?s ever-changed internet search algorithm, currently known as ?Penguin,? which is designed to block out ?black hat? marketing strategies, such as excessive spam, and has put strict compliance in optimizing websites.
Since its release in April 2012, the Penguin has caused a number of sites to drop down in search rankings or even be eradicated from Google?s search engine results due to a number of web spam factors including keyword stuffing, cloaking, unnatural link building and content duplication.
The general goal of these algorithm updates is to better rank and reward web sites that are using ?white hat? search engine optimization. Though Google is ringing an alarm for SEO companies to drop old-fashioned ?black hat? marketing techniques, it is not the end of the online marketing world, in fact, we?re very far from it.
Online SEO business strategies are always changing courses and experienced marketing companies will stay on top of developing trends, serving clients? needs regardless of the latest algorithm update. Below are some current ?white hat? techniques that you or your marketing company should be utilizing to strengthen your business?s online presence.
- Rich, Meaningful, Readable Content: Website content is one of the most important aspects and should be given serious thought. Adding fresh content on a website will reawaken Google?s search engine bots and, if they find the content to be legitimate, they will rank the site accordingly.
- Consider Website Theme or Branding: Google?s search engines thoroughly examine the themes of websites to rank them. As a result, it is important to design a web site theme that fits with your business functions or operations.
- Use Keywords: Keyword density plays an important role that you need to comply with the standards cautiously. While it is important to add keywords in web site content, it is more important to use them properly. Ensure that you do not add keywords forcefully in your content.
- Staying up-to-date through Social Media: One of the newest elements in SEO is Social media optimization (SMO). If you want to promote a business, it will require a working knowledge on social media websites like Twitter, Facebook, and Google Plus. Constantly updating business events and happenings through these mediums is one of the easiest ways to increase your company?s internet profile.
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