Google’s Next Generation Penguin 2.0

The fourth release of Google’s spam-fighting Penguin algorithm, named by Google as Penguin 2.0, was rolled out this Wednesday the 22^nd May. Matt Cutts, the head of Google’s web spam said he thinks “this update will have a huge impact on preventing web spamming, and have large repercussions for SEO specialists”. Penguin 2.0 is projected to affect 2.3% of English queries, according to Cutts, ‘to a degree that a regular user might notice’.  Penguin will also affect languages other than English to varying degrees, depending on their web spam level.

The Original Penguin update is essentially focussed on encouraging Webmasters to develop high-quality we sites with compelling content that users will enjoy, bookmark and continue coming back to. In order to do this, it targets low-quality websites that attempt to increase their search engine rankings through unethical means such as keyword stuffing or link spamming.

The launch of  Penguin 2.0 is expected to be much more comprehensive than it’s previous counterparts and more effective in targeting and addressing black hat spamming. For example, the two prior updates impacted less than 0.1% and 0.3% of queries respectively. Rather than just looking at the home page, as the earlier versions of Penguin did, 2.0 goes deeper, which allows for a more extensive coverage that particularly assists smaller sections of the web. Google is also working on a number of other projects over the coming months that aim to especially help small to medium businesses and regular Webmasters.

One of the key short-term focuses for Google’s web spam team is advertising that violates quality guidelines. Sites that are increasingly showing ads or advertorials on their sites, without disclosing that the coverage is paid for are being targeted. This means that the ad passes Google PageRank and reduces transparency for both users and search engines. Google’s aim to make link analysis more sophisticated will in turn make such link spamming significantly less effective.

Google is also looking to detect hacked sites better and will soon roll out new hack site detection technology. Google wants to use its Webmasters site as a single, informative spot that Webmasters can go to for concrete details and tips about hacking as well as URL’s and site diagnosis.

Other advancements you can also come to expect in the next few months include: reduced clustering of pages from one domain, authorities in a specific field ranking more highly according to new algorithms and a Panda update focussed on finding additional signals of quality to refine sites that lie in search engines’ grey area.

Timeline of Penguin Updates To Date:

Penguin 1 on April 24, 2012 (impacting ~3.1% of queries)
Penguin 2 on May 26, 2012 (impacting less than 0.1%)
Penguin 3 on October 5, 2012 (impacting ~0.3% of queries)
Penguin 4 on May 22, 2013 (impacting 2.3% of queries)

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A common strategy when trying to bolster the number of links to a site is to “link poach”. Not only is this a borderline-unethical and reactive business practice, it’s also highly ineffective.

Think about this process: you analyse your competitors’ sites, find their incoming links, find the contact details of that linker, contact them and try to convince them to also link your site. See the problem? It’s long, tiring and in the end, it doesn’t even have a sure chance of securing a link. You’re basically doing the Internet version of cold-calling; you’re contacting people you don’t know and trying to convince them to help buy a product they know near nothing about. It comes across as spammy, casts your business in a poor light and has incredibly low turnover.

But what’s the alternative

Our linking strategy aims to convert existing business connections into cyber connections that are meaningful and benefit the rankings of both partnered websites.

Internal linking

In the words of Master Yoda, “That which you seek, inside you will find”. Admittedly, he was talking about the Force but it works with links too.

Like your website, your business also has links: links to your employees, links with your customers, business partners, suppliers etc. A savvy web strategist is able to convert these physical links into web links, which then builds the critical mass that attracts more organic linking. Here’s how you do it:

Employees

Depending on the age range and tech-literacy of your employees, they’ll each have an average of three social media profiles, each with the ability to link your business. This may be a Facebook profile, a Twitter handle, YouTube channel, LinkedIn account or, god forbid, a Google+ page. Encouraging employees to link your website is a quick and easy way to build a social media presence without even looking outside your office.

Business Partners and Suppliers

Often overlooked, business partners are the perfect linking buddies. You know them, they’re willing to help and, what’s more, it’s actually in their interest to help you. More links and traffic through your website means more business for them. It’s a no-brainer.

Suppliers are also in the same boat. Promoting you is promoting them. If they don’t have one already, talk to them about including a “Clients” page on their website where they can link to you. Not only is that another portal to your site, it gives credibility to your supplier’s business. Everyone wins.

Customers

The most difficult of the three, customer linking is the final frontier. Having a customer link to your site largely relies on you already having a positive relationship with them or having such an outstanding product that they want to rave about it to all their friends.

Alternatively, you could incentivize linking by giving gifts or discounts for customers who share your link through social media. Facebook’s new coupons and offers feature is something that should be investigated if you’re serious about building customer-based links.

The post Link Building for SEO – Links are Friends, not Food appeared first on Lined Media SEO and Search Marketing speacialists, Sydney Call: 1 300 526 934.

Mike Motherwell speaking at Sydney’s SMX – SEO Tools of the Trade

Once again Lined Media will be speaking at this years 2013 Online Marketer and SMX Sydney. The event is being held at the Hilton Hotel in the heart of the Sydney CBD. Lined Media will have a Booth and look forward to Networking with companies looking at increasing their traffic, Pay Per Click, SEO and Online Strategies.

Mike Motherwell will be speaking on SEO Tools of the Trade  on Wednesday 3rd April 2013 @ SMX Sydney.

Mike is the Director and Co-Founder of Lined Media, & he is renowned as one of the best SEO consultants in the Asia Pacific Region. Now leading his own Search Engine Optimisation agency in close partnership with industry expert Russell Banks, Michael brings to the role 10 years advanced technical experience and a passion for analytics, coding and trouble-shooting. Established in 2010, Lined Media has expanded quickly due to the skills applied by both founding directors who remain across every client interaction – from strategy, methodology to technology.

Michael is a collaborative and investigative thinker who is engaged with the SEO community speaking regularly at industry events including Search Engine Bootcamp where he runs the popular interactive site clinic. Michael is a frequent contributor on the Search Engine forums moderating at the High rankings Forum, as well as being the Technical Administrator at Cre8asiteforums.

Online Marketer /SMX Sydney
April 3rd & 4th, 2013 – Hilton Hotel, Sydney

Follow us on Twitter @linedmedia

• Russell Banks – @russbanks
• Mike Motherwell – @mmotherwell
• Guy Wayland – @seobloke

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“NRC is a leading team of online strategy & implementation specialists” and we look forward to a on going partnership.

Website: http://staging.netreturnconsulting.com.au

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I worked with Vicki several years ago, and its absolutely fantastic to be working with her again. Vicki brings energy and enthusiasm to the office and sets the bar really high, for everyone working in the sales team. Welcome to the Lined Media team Vicki, we are delighted to have you.

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Prior to echannel, Guy ran WMS Consulting, a boutique SEO agancy servicing clients such as Telstra and Optus.

As an industry pioneer, Guy started his search career  with as the 4th employee of Decide Interactive which was acquired by 24/7 Real Media in 2001. During his time at 24/7 Real Media, Guy was in charge of the SEO division for 4 years.

Guy joins Lined Media as Sales Director, and will lead the growth of Lined Media by building, training and nurturing the expanding sales team.

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