Recent SEO news has been heavily focused on off-site content, such as the seemingly unending war that’s currently going on between people who think we still need to focus a lot of energy into linkbuilding efforts, their opponents who think it’s time to lay it to rest, and those who are steadfast proponents of the notion that it’s a profoundly mediocre SEO tactic. The recent (but, arguably, pretty mild) Penguin 2.0 update can probably do all the explaining as to why SEO enthusiasts are discussing social media, guest blogging, and, well, everything BUT on-site content in their recent contributions to the community, but we can’t let the importance of having well-optimized on-site content slip through the cracks.
Since Penguin 2.0 did introduce some important changes, that should probably be rule number one: Don’t neglect your on-site content! You should be refreshing this stuff relatively frequently, especially, of course, if any of the information changes. There’s speculation that frequently-updated sites are better kept on Google’s radar, so that never hurts.
More specifically, stay on top of your keyword usage. Something I’ve seen all too often is webmasters who think they need to use their keywords in their exact forms as the anchor text for their links, and this is actually pretty punishable behavior. If your keyword is “lawn care New Jersey,” do yourself a favor and include a few stop-words to make that keyword sound more natural. Doesn’t “lawn care here in New Jersey” just sound easier to fit in a sentence?
In addition to that, make sure you’re varying your anchor text. Don’t target the same exact keywords over and over again on the same page – Google now sees this as spammy. A good way to switch up similar keywords is by branding them (Sprinkler King’s New Jersey lawn care).
During your content refresh, always do some thorough proofreading. You can never have enough proofreading. It might sound like common sense, but in my few years’ experience in SEO writing, I’ve seen a shameful number of pages that have spelling, grammar, and syntax errors…right on the company page. Not only will that make a visitor question your company’s authenticity, it’ll be a red flag to Google, too, since spam content is usually similarly low-quality. This is why the person writing your on-site content should never be just a writer or just an SEO expert – it should be someone who is well-trained in both, or two experts working side-by-side.
A lot of webmasters also have a hard time resisting the urge to ignore their e-commerce pages. It makes little sense – product descriptions are easy to optimize, but if they go neglected, they can easily account for duplicate content. Take advantage of your ability to optimize your e-commerce; it’s like free SEO real-estate on your website!
And, finally, don’t get too link or strong-tag happy. When a site visitor is just trying to get some basic info, it’s distracting when every other word is bolded or linked. Let the keywords come naturally and don’t put a crazy emphasis on them for a better experience.
So, your homework for today is to go home and refresh your content to make it Penguin 2.0-friendly!
MOUNT LAUREL, NJ — (May 31, 2012) – WebiMax, a leading online marketing firm, will host a Webinar on June 5, 2012 at 2:00pm EST discussing the recent Google Penguin data refresh and the future of online marketing. Seats are still open although they are filling fast.
“I am pleased to announce we currently have over 500 registrants for our webinar” said Kenneth Wisnefski, who founded WebiMax in 2008. “Our team of experts will discuss the update in addition to offering tips for recovery and speak toward the future of online marketing.”
The panel will include Kenneth Wisnefski, founder and CEO, Todd Bailey, Vice President of Marketing and Digital Strategy, Michael Stricker, Director of SMO, and Chris Countey, Director of SEO Strategy at WebiMax.
Google, Inc., who maintains 66.4% of the U.S. search engine market share (according to comScore), released a major algorithm update titled “Penguin” on April 24 impacting 3% of all search queries. Their intention is to target search engine spammers and black-hat SEO tactics.
“The most common problem we are observing in the community is that there is a significant amount of marketers and advertisers who are unaware of the update and how their site has been affected” states Todd Bailey. “The fact is, Google updates their search algorithm over 50 times a month and many marketers lack the resources to stay up to date with the intense amount of changes.”
Bailey also states that “no WebiMax clients suffered from the Penguin as a direct result of our efforts”, and furthers “WebiMax has a mass amount of resources in-house and are helping over 75 new clients acquired in the past month after they were negatively impacted by the update in late April.”
“The Penguin update may be the single most important change Google has made to its search engine in the history of online marketing,” states Chris Countey. “They [Google] are looking for very specific types of links, some that companies are not even aware they have in their portfolio.”
With over 12 million U.S. searches conducted on Google last month alone, approximately 360,000 search queries were impacted. Such characteristics, including excessive links from low quality websites, unnatural links to increase PageRank for a specific keyword, and high keyword density, were targeted, amongst others.
At the time in which the Penguin update was officially released, Michael Stricker contends that many webmasters were unaware of it.
“We are distressed that many responsible webmasters and online business operators have suffered from Penguin and don’t even know where to turn for help, how to identify the precise issues, what to do to fix their problems or how to build new traffic streams to transcend future updates,” states Michael Stricker. “Therefore many missed the warning about their significant drop in organic search engine traffic as a result of the Penguin algorithm update.”
Registration is open until 2:00pm EST on June 5 and individuals can register here.
MOUNT LAUREL, NJ — (May 24, 2012) – Kenneth Wisnefski, founder and CEO of WebiMax, a leading search engine optimization firm, announced today that the company will host a webinar discussing Google, Inc.’s recent Penguin algorithm update and the future of internet marketing on June 5th at 2:00pm EST. The Penguin was released in late April and is a major update to the search engine’s algorithm and has impacted the entire search community.
“I am pleased to announce that this webinar will be hosted by WebiMax’s own Todd Bailey, Vice President of Marketing and Digital Strategy, Michael Stricker, SEO and Social Media Strategist, and Chris Countey, Director of SEO Strategy,” states Wisnefski. “Our experts will discuss relevancy, SEO signals (including links, social & relevancy), the impact of the Penguin update and how to recover, Google’s Knowledge Graph, and more.”
Google states the Penguin update is another necessary step toward eliminating spammy websites from their search engine, and further declared there are over 50 updates each month, causing webmasters to scramble to stay informed.
“WebiMax employs some of the most talented webmasters in the search community and feels it is necessary to host this type of webinar,” exclaims Todd Bailey. “We have the resources in personnel and experience to be able to discuss best practices including how to adjust your website to the Penguin update and further discuss the future of internet marketing.”
The Penguin update webinar is open to the public but has a limited amount of seats. It will take place on June 5th at approximately 2:00pm EST. All interested may register here.
Led by serial web entrepreneur Ken Wisnefski, WebiMax has established themselves as a global leader in SEO services, E-commerce solutions, social media, web design, pay-per-click management and reputation management. The company was voted one of America’s Most Promising Companies (2011) by Forbes Magazine and recently awarded one of Philadelphia’s Fastest Growing Companies (2012 and 2011) by the Philadelphia Business Journal. WebiMax employs over 150 personnel in 12 offices including 8 U.S. based, and 4 International. Visit http://www.webimax.com/ for more information.
MOUNT LAUREL, NJ– (MAY 7, 2012)– Kenneth Wisnefski, founder and CEO of WebiMax, a leading search engine optimization firm, announced today that the company launched PenguinWatch.com, a Google search engine update resource center.
Google launched a major update to their search engine algorithm, titled the Penguin update on April 24th. The Penguin update targets websites and businesses that Google has identified as over-optimized and penalizes them for trying to trick their search algorithm and increase rankings. This update is predicted to impact 3% of all search queries.
“While 3% may not sound like a lot, the reality is that represents over 365,000 websites including those of small- to medium-sized businesses and even Fortune 100 companies,” states Wisnefski. “WebiMax launched PenguinWatch as a full-scale resource center offering free website analysis, strategic recommendations, tips, news and updates.”
Google officially announced the Penguin update is one of over 500 annual updates to their search algorithm, however the problem is the amount of sites that were wrongfully flagged. Last year when the company released their Panda Update, over 40% of websites were wrongfully penalized.
“Google’s recent efforts to reshape its results listings have come under fire within the SEO and webmaster community,” states Todd Bailey, Vice President of Marketing and Digital Strategy for WebiMax. “This effort has been viewed as a harsh update with underlying intent under the protection of the company’s standard mantra of clearing out web-spam and providing better results for the user.”
Last year when Google released the Panda update, major U.S. based retailer J.C. Penney was penalized for spam because their SEO firm was using black-hat optimization tactics to inflate their search rankings. An official spokesperson from J.C. Penney revealed that they quickly fired their search marketing company and worked to remove the ill-advised paid links that were in violation of Google’s SEO guidelines. After 90 days, the ban was lifted and J.C. Penney returned to normal rankings.
“The Penguin update is an industry game-changer,” discusses Chris Countey, Director of SEO Strategy at WebiMax. “Link schemes, keyword stuffing and automated SEO tools have always been frowned upon by the SEO community, but now they are dangerous, too. Companies who have not yet realized that real inbound marketing is the only sustainable way of improving traffic and conversions are likely to be impacted by Penguin. This could potentially destroy businesses that do not change how they market online and it’s apparent the effects are already being felt,” concludes Countey.
While the update is expected to impact 3% of search queries, Todd Bailey states webmasters already know who they are.
“Nearly 2 days after the Penguin update was rolled out, WebiMax received a ton of calls from prospective clients asking for help,” states Bailey. “Given that, we decided to have our internal team of developers and senior SEO strategists create PenguinWatch to serve as a reliable platform to provide complete website analyses and deliver additional resources so webmasters can hedge against a detrimental change to their search rankings,” concludes Bailey.