According to the Internet, there are an infinite number of phobias that exist in the world. Any object, idea, thought or expression can be classified as a phobia. Today, we are just going to talk about one phobia... sphenisciphobia. Sphenisciphobia is the fear of penguins (or anything that is penguin like).On May 22, 2013, Google rolled out Penguin 2.0, the fourth Penguin-related launch they have done. Instead of fearing what Penguin 2.0 could do to your website, let's look at some ways to prevent any negative impact and how to recover if your site took a hit.
What is Penguin 2.0?Penguin 2.0 was created to target black-hat websites by imposing penalties. Google wanted to build upon the original Penguin due to the success that they thought it had. This new release was also designed to deny the value of link spammers. Another way Google is trying to 'punish' spammers is by rewarding authorities of different fields. So, if you are an insurance, marketing or classic car expert, you could be rewarded for that if your website reflects that as a whole. Matt Cutts, the head of Google's Webspam team created a vlog to try and explain some aspects of Penguin 2.0 and what to look for in the future.
How to Prevent Any Negative Impact
Don't Over Optimize
Over optimization is an easy trap to fall into. Anyone that works on a website or has read SEO For Dummies can over optimize a site on accident. When you build backlinks, you want to build them with your keywords. This is how it has always been done. So, for an insurance agency, something like 'Dallas auto insurance' is great. However, if too large a percentage of your backlinks uses the same anchor text, you could experience a penalty. So for our example, if 100% of the backlinks are Dallas auto insurance, that search phrase might not show the agency's listing anymore.
Make sure your content is something your customers would actually want to see. Years ago you could stuff your homepage with keywords, which would look terrible, but it would get you some rankings in Google. Well, that time has passed, and Google knows people want relevant sites for what they searched for. That means the content must be natural. Now, you still want to focus on your niche or lines of business but make sure to vary how you say it. Use synonyms and derivatives of your keywords.
Update Your Link Profile
When you are building backlinks to your website, you not only have to vary the anchor text you use, you also have to make sure the website you are posting to is a high quality site. Google will penalize websites that have incoming spammy-looking links. If you have had companies build you backlinks, you might have some bad links. Here are a few tips to follow:
- Never, ever use link farms - they often use spammy websites for links
- Make sure your links don't come from an inappropriate website
- Don't overly-optimize anchor text
- Don't build backlinks from an irrelevant site
About the Author
Phillip Long serves as the primary contact point for all of ITC's search engine optimization clients. As the internet marketing product manager, he coaches and guides insurance agents throughout the SEO program, ensuring they progress smoothly. Phillip's specialties include conceptualizing marketing campaigns, SEO, and customer service. He has a bachelor’s degree in interdisciplinary studies from the University of Texas at Arlington with a focus in management and communication.Follow on Twitter More Content by Phillip Long