Every few years, our digital marketing firm knows Google launches a major algorithm update that is used to better its search engine results. The latest one, called the Penguin update, was created to reduce spam and target websites that violate the search engine’s content guidelines. These guidelines forbid using “unfair” means to gain higher search engine results rankings (such as linking schemes, cloaking, and keyword over-stuffing).
Basically, if you over-optimized your website, you were in danger of being considered “spam.”
The update launched on April 24th, 2012, but within a few days, many websites were experiencing a huge drop in organic traffic results and, as a result, their revenue. The update targeted websites that used link exchanges, duplicate content, too many keyword phrases, or irrelevant link sources in their SEO efforts. Most of the problems arose in link-building efforts, since it’s hard to undo link building once it’s done. Since the launch, some websites have recovered, but there are still several that are struggling to gain their reputations back.
If your business was negatively affected by the Penguin update, there are some things you can do to recover:
1) Link to more landing pages.
If all of your links are on your best-selling product’s page, it will look unnatural. Try linking to other pages or blog posts about that product or pages about similar products instead.
2) Get rid of any unrelated links.
If your furniture website is receiving comments from political bloggers, there’s a good chance it’s filled with links that aren’t related to furniture or to your business.
3) Don’t buy backlinks.
When you buy backlinks, they are usually automated links that will connect you to a spammed website. Get in contact of the websites that display your website’s link and ask them to remove it.
4) Get rid of duplicate content.
Go through your website and get rid of any duplicate content. If you’ve copy-and-pasted one of your blog articles onto your website, try linking to it instead.
5) Modify your keyword stuffing.
If you’re stuffing keywords into your content, stop. Go through your stuffed content and re-write it to focus on LSI words and long tail keywords.
At Prager, we understand good marketing. Give our digital marketing firm a call to find out more about our services.