Now more than ever, Google has put into practice stringent regulations to optimization of websites. A website using black hat Search Engine Optimization can be immediately tracked and its rankings go down pitiably to the extent that revenue may become zero. Google penguin is an attempt to decrease rankings for sites that Google believes is violating Google’s existing quality guidelines. (http://googlewebmastercentral.blogspot.in/2012/04/another-step-to-reward-high-quality.html). Google’s penguin algorithm attacks webspam and insists on good quality content to enhance the user experience.
Last year’s Panda update was a lesson for low value On Page Optimization with copied content. Panda recognized spam outbound link and penalized the websites with these. The latest Penguin update focuses on inbound links. Unnatural inbound links are targeted and the traffic as well as rankings to such sites is affected. Obviously the income that was earlier generated vanished as a result.
While both Panda and Penguin updates are intended to making sites with end users in mind, websites definitely can mean good marketing also that can be accomplished by making the site more effective, competent and interesting to compel visitors to the site.
Penguin highlights three main features a website owner/SEO must be careful with: Relevant links, relevant content and richness in readers’ experience.
Making a relevant base for links bot external and internal would be a good idea to start with. The quality of inbound and outbound links will be calculated on the basis of the relevance of the links to the end users. One of the most important ranking factors in penguin world would be to have links in your niche than having any link. Your own community members’ contributions would be far more useful in this connection. Relevant content has always been Google’s concern for SERP and the status continues with Penguin update. Creating pertinent and original content takes you a long way in building your site’s SERP. Just keep the content pristine, crisp and useful to the visitors. Penguin update insists on use of related keywords in the content but not on stuffing the content with keywords.
This update is more about the reader’s experience of your copy than about the crawler business. A seemingly interesting heading may lead to a very shoddily written write-up marring the entire search experience of a visitor. This precisely will be checked with the Penguin update in place. A well written article may not even need optimization if the content is useful.