SEO Made Simple – Panda & Penguin Revisited
If you cast your minds back all the way to Optimise Issue 12, you might remember a discussion about Google's Panda and Penguin updates.
These changes to Google's search algorithms were apparently going to bring about the end of the web as we know it, and make search engine optimisation impossible.
As you can guess, they didn't. But in May this year, Google announced a new set of changes to the way that they ranked websites. Google Penguin had a sequel, and it promised to be a blockbuster.
What is Penguin 2.0?
The original Penguin update was designed to penalise websites that were ranking because of a high number of poor quality links, while Panda made great content more of a priority.
Penguin 2.0 is carrying on where these earlier updates left off, and has started to have the following effects on the search engine rankings:
- Better rankings for websites of quality
- Devaluing of links from forums, link farms and link rings
- More sophisticated "link analysis"
- More focus on authority
- Specific actions for industries with lots of spam – ie payday loans
- Potential benefits for small and medium businesses
What do Panda and Penguin Mean for My Business?
As long as you're using ethical SEO techniques (if you're a FirstFound customer, you are), and have a good quality website, the latest algorithm updates won't harm your business any more than the last set.
These updates aren't designed to hurt businesses. They're designed to root out low quality results, spam and potentially harmful websites, and reward those businesses who have put the effort into creating a great service and a great website.
Is There Anything I Need to Do?
There's one thing that we do recommend. And it's this:
Listen to your consultant's advice.
We spend a lot of time researching these updates, and what they'll mean for your business. We know that you demand the best possible results, and that keeping up to date with the latest changes to the search engines is crucial to that.
So when we suggest a change to your website, or recommend that you do things a little differently, we're not throwing random ideas to see what sticks. We're explaining what needs to be done to make sure that your business continues to thrive, no matter what animals Google decide to unleash on an unsuspecting world next.