Almost anyone in the search industry, reading this post already knows of the recent Penguin update rolled out (announced by Matt Cutts, Chief Head of the Anti-Spam Team of Google). The SEO industry, as we know it has exploded in a flurry of activity.
For after this update, many sites of companies were hit, especially those whose sites were ‘over optimized’ or those sites which had resorted to unscrupulous practices to gain search rankings. Frustrated business owners are now finding themselves on pages 6-11 and beyond after being on page one for years. They are indeed desperate to figure out why, suddenly, in the past month their traffic has dropped off.
Well yes, small businesses have been especially vulnerable to this Google’s over optimization penalty. If these sites have bought links of have their sites ‘optimized’ for specific keywords due to the ratio of trust/links that small business websites usually have, chances are that they have been hit. On the other hand, larger brands may have a huge variety of links coming in, thus they stand a better chance to mitigate this penal.
Making a Road to Recovery
Google’s algorithm changes are unpredictable and may hit anytime. In order to keep clear of the next nasty penalty, it is important as a business owner or marketing professional to know what you’re getting into before trying out the next greatest SEO tactic.
Additionally, it is important to keep your focus squarely on the quality and relevancy of your content and not fall into any Black-hat malpractices.
These are the things you should be focusing on in hopes to make it on the roads to recovery –.
- Usable Content: Does your website provide useful and relevant content to its users? Does it answer to all the queries that the user may have in mind while searching for answer a specific need? If not, it’s time to work on it – Fast!
- Organic Links: Always, always depend on links that are acquired naturally. In most cases, buying links isn’t worth the risk. If you’ve bought links, make sure to devise a new plan and scrap the old one. Ensure that links are obtained naturally and linked keywords are natural in appearance.
- Social Sharing: Develop a social media strategy that builds followers who interact with your business. This will show Google that humans appreciate your content.
- Address Over-Optimization On Site: Scale back your keyword density and any abundance of optimized internal links on your website. Removing excessive mentions of a keyword in your content is a good place to start.
- Site Structure and Accessibility: Both HTML and XML neatly structured sitemaps are recommended to make your pages accessible to bots and not treat them as spam.
The only way to recover from this penalty is to increase the website’s trust. Get rid of low quality content or links, untrustworthy backlinks, and begin building high quality natural backlinks.