GOOGLE PANDA AND PENGUIN UPDATESWhat Works Best Now is What has Always Worked SEO Industry experts are always on the lookout for the recent updates from Google and itsconstant changes in search algorithm. The Panda updates which have been hitting searchresults for months have been followed by the newly conceptualized algorithm known asPenguin. The main concern always is about their effects and implications and what we can doright now.There’s so much information and confusion among the SEO community especially among thesmall business owners. As much as we want to know, one thing is certain and that we shouldalways adjust our tactics every now and again if we don’t want our sites to be negatively hit bythese updates.We have come across these tips from various industry leaders from Search Engine Land,SEOMoz, and Google’s Webspam. First off, let’s look at these specific Google updates.1. Larger Google IndexThe biggest news is that Google has increased the size of its base index (the collection of webpages and documents it can show as search results) by 15 percent.2. Rank Scoring(Launch codename “Bi02sw41″) Improvements to how search terms are scored in ranking. Oneof the most fundamental signals used in search is whether and how search terms appear on thepages you’re searching. This change improves the way those terms are scored.3. Authority and Diversity of ResultsMore authoritative results and more domain diversity. (launch codename “Horde”, projectcodename “Domain Crowding”) Sometimes search returns too many results from the samedomain. This change helps surface content from a more diverse set of domains.
4. Keyword Stuffing(Project codename “Spam”) This is a keyword stuffing classifier improvement. They haveclassifiers designed to detect when a website is keyword stuffing. This change made thekeyword stuffing classifier better.5. Expanded Site LinksMore and better site links appear in the top search results. If your site is an authority for asearch term, your domain site will display expanded site links within your website.6. Local ChangesGoogle seems to be suggesting that it has able to identify the correct local result for specificnavigational searches, even when site is poorly optimized. (Launch codename “onebar-l”) Thisis for searches that include location terms, e.g. “my office systems”. Google will more likely rankthe local navigational homepages in top position even in cases where the navigational pagedoes not mention the location.7. Penguin Penalty BoxThe term “over optimization” was coined. This means “every single site we looked at which gotnegatively hit by the Penguin Update had a “money keyword” as its anchor text for over 60% ofits incoming links.”If you have 50% less of your anchor text keywords optimized for your “money term”, you wouldbe apparently immune to Penguin Penalties.8. Google Penguin TakeawayGoogle is trying to replace or devalue “anchor text” used with niche/content relevancy oflinking sites as a primary link relevancy (or quality) signal. Links from similar niche, relevantcontent, or coming from thought leader mentioned on an article are now much more importantthan ever.What works best? Firstly let me say that at the time of writing the Penguin update is only 2.5weeks old. There is not enough data to make anything other than an educated guess. Thetactics below have always been a solid base for any SEO campaign
9. Create targeted Micro SitesGoogle wants the Internet to be filled with sites that provide users what they are looking for,and give authority to sites that are relevant to what are relevant to what are the user is lookingfor. By creating smaller sites of “higher quality”, you get to expand your presence in your niche,and use that expanded visibility and send relevant and authoritative positive ranking signalstowards your main site.10. Diversify Anchor TextMix up anchor texts and don’t strive for 100% on-page optimization. Consider 50% as a goal andavoid keyword stuffing. Choose secondary and tertiary phrases to optimize rest of links for11. White hat back linkingInvest on unique content and use social media to get lots of links to your customer site. Thereare marketers that believe high quality blog networks still work. Every SEO tactic is differentand constantly changing.You have to play with Google’s rules with all these pain-the-neck updates. The golden rulenowadays, focus on quality content and social media linking. Remember to do a couple of testin your domains as the changes always go on.