Penguin is the designated name that Google has given to a series of algorithm changes designed to battle spam link tactics and monitor the quality of links to a website. The Google Penguin program started in April 2012 and immediately had an impact on website owners and the digital industry. Sites that were deemed to be breaking the rules by over-reliance on poor quality or spam links suddenly dropped from the Google search results, many of them are still struggling to recover.
Whilst there have been several updates over the last few years, the Penguin 4 update expected in 2016 is expected to make significant changes again. Penguin 4 is rumoured to be a ‘real-time’ update to the algorithm. This means that the Penguin portion of the algorithm will always be ‘on’ and updating. This means Google can analyse link profiles more quickly and will help keep sites from ranking well if considered poor quality.
So what can you do to be ready for Google Penguin 4?
The first priority is to analyse your website’s link profile and check whether those links pointing to your site are natural and beneficial. Are some obviously paid for or from incredibly low quality websites? If so, then these links could actually harm your website and you need to get rid of them. This can be done manually by contacting webmasters and asking them to remove the link, which can be a very time consuming process, or alternatively submit a disavow request to Google listing the links to your website that you don’t want it to consider.
At M3SM we have tools to analyse your current website link profile and can devise a plan to address any issues you may have with the quality of your links.
And then what?
Once any ‘spammy’ links are removed businesses should then have a plan to build decent, high-authority links to their website instead. ‘Good’ links will always remain one of the most important ranking factors for search engines.
How can M3SM help build ‘good’ links?
Here at M3SM we have always used ethical techniques to build high quality links naturally.
There are many ways to do this but important examples:
- * Content – by creating real value for your website visitors with unique engaging content that offers solutions to people. The content may take many forms – blogs, whitepapers, videos, infographics – but the more valuable your content, the more links you’ll build.
- * Partner with customers, suppliers and industry bodies. Links from relevant websites in your industry will carry credibility for your customers and the search engines.
- * Business Directories will often provide a website link with your business listing. These listings are often free to complete and will potentially direct relevant industry visitors to you website.
- * Social sites / Forums – if you have relevant content, comments or opinions there are now many online platforms where you can connect and link.
- * Local organisations – particularly useful for local businesses – many societies, charities, sports clubs etc. are pleased to link with businesses involved in the community.
So if you want to understand how to benefit from Google Updates and Penguin 4 in particular please contact M3SM today. Working with you every step of the way, we’ll analyse your business and develop a bespoke plan to maximise your business.