Google recently launched a new algorithm update called the Penguin Update, that appears to threaten the future of SEO. Entrepreneur.com, however, abates our fears and ensures us that there is always a place for SEO.
The Penguin Updates have further reiterated the need for natural, content-based optimization. Entrepreneur.com warns against “over-optimization,” a term that is ill-defined. Inherent in the definition of over-optimization is perhaps the idea of fluff: of irrelevant links, poorly written content, and obvious keyword chains repeated in unvaried ways. This fluff is what Penguin strives to eliminate. Penguin is designed to penalize SEO “specialists” who neglect content, and who, instead, overload their sites with unnatural keywords, and the aforementioned irrelevant links.
How do you avoid over-optimizing your site? This is both a difficult and an easy question. There doesn’t seem to be a definitive line between a highly-optimized site and an over-optimized site. Optimization should, however, be viewed according to gradients. At what point does your website start to cross into over-optimization territory? Instead of set lines, there are gradient changes in one direction as opposed to another. You can avoid the risk of over-optimization altogether by staying true to your consumer base and staying true to the mission of your site.
Most websites are created to promote products, businesses, and services. Thus, all of these websites are created for an audience. The Penguin updates are concerned with a website’s ability to engage visitors, and ultimately give them what they need or want. And while it is ambiguous as to which forms of visitor engagement Penguin looks for, Entrepreneur.com finds social media links, blog articles, and comment features to be especially instrumental.
What’s another way to engage web visitors? To provide informative, valuable content, so your website isn’t just an avenue to sell a specific product or service, but also a place where you can educate web visitors on the very thing they’re looking to buy or engage with. Penguin is more discerning in the sense that it is designed to weed out invaluable or low quality content. Thus, by utilizing copy and pasted content filled with unvaried keyword phrases, you are single-handedly waving a huge red flag at Google. Moreover, you should focus on the quality of your keywords, and their placement instead of quantity.
Google doesn’t conceal it’s preference for high-quality content, and as each new update is released, it seems as though content is becoming more and more important. So, even if you were left unscathed by the most recent Google update, it’s important to preemptively alter your content now, so you won’t be penalized when the next update is developed.
Thus, good SEO specialists will remain aware of and vigilant against every Google update. The best SEO specialists will be flexible, and malleable, able to adapt their strategies according to the various updates. Since the SEO business is an ever-changing service, the best SEO specialists are ingenious and clever. They’re capable of inventing solutions, or manipulating past strategies to combat Google updates. Most importantly, however, SEO specialists should understand the value of an informative, content-rich website that ultimately engages visitors.
– Cara from HSM
Hide & Seek Media is a digital marketing firm assisting business, organizations, athletes, and many other groups with their digital marketing campaigns. If you’re interested in learning more about a new and engaging website design, our search engine optimization services, social media marketing, or simply developing your own creative marketing strategy, shoot us an email and tell us about your business and current marketing goals.