Google’s Penguin 2.0 update will favour ethical SEO campaigns

By Jason Woodford

SiteVisibility, a UK’s digital marketing agency, is encouraging all website owners and SEO’s to become more proactive when it comes to search campaigns which will ensure their sites and link profiles are fully protected ahead of further Google updates. This follows the recent announcement from the search engine that it has introduced Penguin 2.0 – the latest update rolled out which has already affected about 2.3% of English-US queries.

This is a major update and one which shouldn’t be taken lightly. It will almost certainly have an impact on the Google rankings for an abundance of sites and by being committed to ethical search tactics and through advance planning, we have ensured that our clients are at less of a risk from any penalties, in fact some client sites have benefitted. The reason Google is calling this ‘2.0’ when there have in fact been four Penguin updates is because this is the first update of Penguin that has changed the algorithm, instead of a refresh.

SiteVisibility has recommended that all SEO’s and website owners take the necessary steps to ensure they are well prepared by reviewing their SEO strategy once again and analysing link profiles which have been accumulated over the past few years with a view to optimising that profile for Penguin 2.0. In doing so, this will reduce the risk of a company’s site being penalised by Google as part of its ongoing Penguin updates.

Penguin 2.0 is still very new, and there’s still much to be learned about what has changed. But if we learned anything from Penguin 1.0, it’s that the Penguin targets webspam. Most often, that webspam is in the form of unnatural or manipulative inbound links. However, Penguin 2.0 is specific to the search algorithm of Google. According to Searchmetrics, gaming site has been the most affected, seeing a -58.9 per cent difference in SEO visibility already whilst the noted a -31 per cent difference.

The online competitive landscape continues to change rapidly and it is vital that UK businesses, especially SME’s – the lifeblood of our economy – now start to take SEO and these updates seriously. Failure to do so could be catastrophic for their online business ambitions.

About the author

SiteVisibility CEO Jason Woodford is a member of the South East Leadership Team of Business in the Community (BITC). One of the key areas of focus for BITC is to improve young people’s skills, attitudes and understanding in preparation for the world of work and employment. SiteVisibility brings a team of SEO, PPC, social media, strategy, technical and R&D boffins together to create flexible, future-proof and truly integrated digital marketing campaigns that deliver better results from sensible budgets.

About SiteVisibility

SiteVisibility is a leading Integrated Search Marketing agency which also offers Display Advertising and Affiliate Marketing from its offices in Brighton, London and Birmingham. It promotes clients from a range of sectors including travel; publishing; hotels & hospitality; financial services; gambling; business; sport & leisure and large multi-national brands and companies.

SiteVisibility is behind the most popular internet marketing podcast in the English speaking world downloaded by a million people globally as well as organising Brighton SEO which is the UK’s most popular free conference for Search Marketers.  

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