Penguin 2.0: The Great Algorithm Update of Our Time


Kindergarteners learn the alphabet by singing the ABC song. Even though many educators have decided that this method only teaches kids a song (and not the actual alphabet), it’s one tactic that’s been a staple.

So can you learn SEO through song, too? Yes, in fact you can!

If you want to spend some quality company time right now, I suggest heading over to YouTube to watch the music videos from Charles Lewis, the SEO rapper.

Now that we’ve got some basic tips and tricks for optimization, it’s time for us to up the ante. In case you haven’t heard, Penguin 2.0 has set the SEO world into a scurried frenzy.

If you run a website, chances are you’ve dealt with at least some impact from the first run of Penguin. Since the backlink criteria changed so dramatically, serious page ranking issues surfaced. Mostly, this was countered with more content-based link building.

But here comes Penguin 2.0, which according to Matt Cutts, is a more comprehensive and targeted update.

And just when we were getting used to the first one!

Even though Lewis hasn’t yet released a rap on how to update your website for Penguin 2.0, I’d like to offer some tricks. (No, I won’t be doing a YouTube rap. Not yet, anyway.)

1. Divorce Yourself from Your Current Content

The SEO world likes buzzwords, because algorithms are anything but consistent. The endgame of higher page rank is always the same, but the methods in which you get there are a fickle bunch.

So that’s why the content must change, no matter how attached you are to it. If Google identifies your SEO as black hat, then your website gets punished. My advice is to restructure your content each time changes are made. Google is great about being transparent, so stay on top of their trends and adapt based on their evolving criteria.

But let me be clear: no human searcher or engine spider could ever argue against quality content that makes an impact.

2. Publish New Content Onsite!

In the post-Penguin world, new content on your site means more to share via social media. When you do so, more inbound links are created. This kind of buzz helps you on multiple levels, and it certainly doesn’t hurt your page rank either.

Feel free to edit published content. After all, when you own a site, you control publishing. In other words, if something isn’t working, go back and fix it.

3. Buy Links and Pay the Price More Than Once.

It’s not exactly secret that purchasing links has been a Google no-no for a while. It’s almost like the black market of the SEO world. If you’re caught doing it, you’re taking a risk of losing money and good exposure.

Even though we know that link-buying doesn’t work, how do we get the benefits? It takes more time, but inbound links must work more organically. In other words, it has to be earned, and if they are, Google will reward your site, even in the aftermath of Penguin 2.0.

After the release of Penguin 2.0, what impacts happened on your site?

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