One of the best and most cost effective ways for online performance marketers to get their message across to potential clients is to ensure that they are easily searchable on Google. But while this goal is easy to execute in principle, it can be nothing short of a Herculean task in practice. Due to continuous, and often devastating, updates in Google’s search algorithm, a site which is on the front page today may be relegated to page seven tomorrow. But if there is one trend which seems solid and bankable, it is that Google likes quality original content.
Here comes the Penguin
In late 2013 Google released its latest search algorithm update, affectionately called Penguin 2.1. While the update was meant to target spammy sites for downgrades in the overall search ranking results, many legitimate sites also got hit. In order to make sure that your organic search methods comply with the update, and ensure that your online performance marketing goals are met and exceeded, follow these recommendations when creating online content:
Focus on valuable unique content
The purpose of Penguin 2.1 was to essentially reduce the search rankings of unhelpful webpages, and increase the search rankings of pages which tend to offer the searcher relevant and valuable information. One of the best ways to preserve, and even increase, your search engine rankings is to consistently ad new, unique, and high quality content to your website.
Avoid the very appearance of spammy links
If you are advertising your website with spammy forum comments, blogroll spam, or even blog comments signature spam, your site may suffer wrath of Penguin 2.1 or future updates. Immediately analyze your links critically, and remove any unnatural links which may trigger a downgrade in your positioning.
Challenge Google at your own peril
As can be seen here in a story related to popular website rap genius, trying to manipulate Google’s search algorithms can be a dangerous exercise. If you are looking to try to exploit Google’s search methodology for your own benefit, be warned: you may get slapped. Instead of going head to head with Google, especially in a blatant and public manner, it is far better to focus on producing the kind of content which will cause your web pages to rank well organically.
The Bottom Line
Trying to master Google rankings is tantamount to trying to hit a moving target. But, considering the internet itself is little more than a massive collection of content, those who focused on producing the best content will generally have the fewest worries. This is because it is the job of search engines to continue to seek better ways to deliver their customers with the most relevant search results. The more you focus on offering your product or service in a way which is genuinely helpful to your site’s end user, the more likely you are to consistently rank well and avoid falling victim to future search engine algorithm updates.