Rolled out over a month ago, the Penguin update keeps causing a stir in the SEO community. Some webmasters are removing links and keywords in panic, others are sharing tips on how to overcome the Penguin’s grave aftermath.
Whether you’re new to SEO or have been driving websites to Google top for years, listen up.
There’s nothing new nor drastic about Penguin – it’s just another Google’s quality-related update. There were many updates before Penguin, and many will follow.
Whatever the update is, you’re on the safe side if you craft your SEO strategy in line with Google guidelines and don’t fall into “SEO is dead” panic.
Wondering if your SEO strategy meets Google’s search quality expectations? Want to stop sweating about Penguin, adopt a positive outlook and a broader perspective on the current state of search?
Learn why your site’s rankings won’t be affected by the Penguin update:
10 Reasons Why Your Site’s Rankings Won’t Be Affected by Penguin
1. You ensure sufficient anchor text variation
Aggressively used exact match anchor text is the most widely reported Penguin-related risk factor. You’re on the safe side if you’ve developed a link building strategy which combines relevant keywords and decent amount of anchor text diversity. 
2. Your backlinks are relevant and diverse
As with all Google updates, previous and coming, quality of your backlink portfolio was, and is to remain important (unless Google redesigns its PageRank algo).
Your site’s rankings are unlikely to be affected by Penguin if your inbound links
- come from thematically-relevant sites
- are diverse by type: guest blogging, valuable forum posts (not profiles), media coverage campaigns (newsworthy press releases and such), social media shares
- point to various pages of your site, not only the home page
3. You’re not involved in link manipulation schemes
You have nothing to worry about if you’re NOT into any of these: building link wheels, submitting spam links (e.g. automatic submission of forum posts and blog comments) and other types of links intended to manipulate PageRank and search results. 
4. You work hard at social media engagement
In the search world today, social media engagement is a must. Make sure you include rich, interactive element types on the page e.g. video, images, social media buttons, moderated comments, PDF downloads, etc, to increase your visitors’ engagement. 
When targeting social networks, pay special attention to Google Plus. Google is said to be creating an influence metric that will impact how content is ranked within search, and Google Plus might well be the center of this effort. 
5. You have enough compelling and unique content
What your website covers should be just the opposite of “thin” content.
Take a hard look at what value your website is providing: ultimately, it’s those sites that provide that something extra that Google wants to showcase on the first page of search results. 
6. You shun abundant on page optimization:
- You don’t build internal links with your main keyword stuffed all over the place, be it site copy, your site’s header and footer, h1, alt and <b>/<strong> tags.
- Your pages’ titles and descriptions vary from one page to another and sound as natural as possible (with user in mind).
7. You avoid keyword stuffing
For your pages not to trigger Google’s keyword stuffing penalty, you need to either forget about keyword density and write as naturally as possible, or spot the ideal keyword density which works for your competition. 
8. You don’t panic and don’t fall into SEO asceticism
Even if you’ve spotted warning signals of poor SEO practices on your part, don’t panic, i.e. don’t take pseudo-appropriate actions like removing backlinks and keywords. Learn your lessons, and work out a new comprehensive SEO strategy.
Guilty of using only one anchor text variation? Perform an additional round of keyword research to add more diversity to your anchor text list.
Building links of one and the same type and linking only to the home page? Research more advanced link building opportunities and analyze which pages of your site (other than the home page) are worth linking to.
9. You know Penguin is neither the first, nor the last Google update
Florida, Jagger, Real-time search, Panda, Search+ Your World – since 2003, Google has implemented several quality-related updates, wreaking havoc in the SEO community and causing “SEO is dead talk”. Yet, none of them proved to be fatal for SEO. Neither will this one. 
10. You realize that there are SEOs who survive any update
Here and there in search results, we see examples of websites ranking despite any much-hyped-over update. 
Without favoring any of the SEO techniques used by the webmasters, let us bring these cases to your attention to show that Google search quality updates are not worth your agony.
- The Case of 60% (or Above) ‘Money Keyword’ Anchor Text!
- 6 Tips: Diversifying Anchor Text
- What Makes the Best Backlink?
- Were You Hit by Panda 3.5?
- This Past Week in SEO Penguin 2.0, Google Conversational and more
"Newsletter" Our weekly newsletter features some of the best curated SEO content from around the web!