Post Penguin Link Building
In the web landscape, it is no secret that Google is a giant, rolling out updates every other day to its algorithm to establish absolute relevancy of results and an improved user experience. This is acutely focused at making the search engine respond to queries in the desired manner, rendering results with information a user is specifically looking for.
Despite the fact that a Penguin is an adorable creature, when Google Penguin came, it proved to be the worst nightmare for SEO experts and website owners since rankings of countless websites fell like soldiers losing in a battlefield.
The release of Google Penguin was announced on 24th April, 2012 and to the great disappointment of many, caught them by surprise. Sources cited that the underlying reason for releasing this update was the identification of websites who were violating Google’s Webmaster Guidelines by incorporating black hat SEO techniques like cloaking, link schemes, keyword stuffing, duplicate content and others.
Mercilessly retaliating against the spammy websites, link building is one aspect that attracted a lot of limelight in the post Penguin era. For website owners who have been working for years on link-building, the algorithm update came as a shock as they saw all their efforts going down the drain. The update implied that link building has gotten more technical than ever before and only the more skilled ones will now be able to survive.
A fallacious believe around which the Search Engine Optimization strategies were structured till now was that links are just a viable means to bring more traffic to the website but do not have the potential to actually hurt your website rankings. Nothing can be farther from the truth as the secret is out. The way links are incorporated in a website can now have an influential role to play in the post Penguin age.
The update has been exceptionally successful in knocking down spam sites, but if you are one of those who have made use of black hat SEO techniques to land among the top search engine results, Google is going to hit you hard. To avoid it, it is time to whiten the hat and rebuild your SEO strategy. After all, it is never too late to repent.
While a lot has been said and done when it comes to post Penguin link building, some fool-proof tips to not only secure improvements in your rankings, but also to survive the Penguin update successfully are outlined below.
1. Get Social to Spell Success
We are living in the social media age and if you are wondering how social media and link building are associated, read on.
Whenever you post fresh content on your blog or website, make sure you share it on all of your social media pages. This should be done like a reflex. A lot of websites failed badly despite regular posts on their blogs. Why? Because they were not sharing them over Facebook, Google + or Twitter. What is the point of boasting about so-so number of fans and followers if you are not showing them your content?
This helps you create a win-win situation where all you have to do is to make social media spread your content virally, well beyond the premises of your fan base and voila! you get likes, +1’s and retweets. What is there to lose? Zilch!
2. Inner-Page Linking
A mistake a lot of SEO experts and website owners make is that they always link to their homepage. While it cannot be denied that homepage is the most important page of any website, Google is going to raise an eyebrow if it finds all of the backlinks pointing to your homepage. Internal linking is very important because that is where the real content is believed to be. It does not make any sense to Googlebot that none of the links are pointing to the content on the inner pages of the website where blog posts, videos and guides are available.
Take time to improve your website’s internal structure and make sure that the right keywords are directing the users to the right web pages. The following is an example of a website SEOMOZ that uses different mediums to provide links to its internal web pages.
3. Diversify Your Anchor Texts
It is time you get a break from the traditional SEO practices because another element Google Penguin plans to address is on-site and off-site over-optimization. Just imagine how annoying Google can get when it feels that you are forcing it to rank you for a specific keyword such as ‘cheap cars for sale.’ Google will find it highly suspicious that all of your link partners are using the exact key phrase to link to you, which not only happens to be pasted over your title bar but homepage as well.
If people choose to link to you naturally, they are most likely to be using different anchor texts to do so. This way you will achieve linking organically, which will eventually get the wheels going in the right direction. Don’t forget, diversity is the key.
4. Quality over Quantity
Google is going to penalize you if it finds that you have a large number of backlinks from sites that are untrustworthy. It is imperative to understand that one quality link from a blog is better than 30 from unreliable sources. Go for quality because even if it is going to be a small number, it is going to work for you. Of course, you do not want to go to sleep every night wondering if you are next on Penguin’s hit list.
5. Charm with Link-Worthy Content
Last but not the least; you have to stay focused at producing content that others find link-worthy. Stuff that fails to engage readers is not going to get you anywhere. This is because bad user experience is synonymous to low Google rankings. Give your readers something that encourages them to stay with you or even come back again. Content is, and will always be, king.
With the tips above, we hope that you will be able to take your website’s link building in the post Penguin period a step ahead. With the rules of the game changed, link building is no rocket science, but when done appropriately, it can and will work wonders for you.
An article was prepared by SEM Company Promodo.