Google is still one of the biggest search engines today. The search engine uses a series of algorithms to determine which websites to display and their ranking when being given set of keywords by the user. Most users only click the first few websites on the first page of results. As such, companies pay large amounts of money to have their sites optimized to rank as high as possible. The algorithms are continually updated. Its ever-changing algorithm is what keeps SEO experts on their toes. Google’s newest update is codenamed Penguin. This new update changes the way experts optimize websites by telling experts to focus their efforts more on link building and being careful about which sites to include on their lists.The Penguin update obliterates previous notions on how Google views and treats links. In the past, efforts were made to accumulate as many links as possible to rank high on the charts. With this new installment in the algorithm, greater importance is placed on making the site’s link profile appear more natural. In the battle of quantity versus quality, the Penguin update wants experts to aim for quality. It is okay to include a few links that may seem unrelated but in general, these should be related to the website’s industry or niche. There are also changes in what anchor texts should be used when linking. These changes and many more have greatly affected rankings of websites.
Study The Anchor Text
With the newest update, Google carefully looks at how often a specific set of keywords are used as the anchor text. Websites that were penalized had the same anchor text occurring over 60% of the time for all of the website’s incoming links. Going over the 60% threshold is not a guarantee that the search engine giant would penalize a website but it definitely increases the chances. Creating a more natural link profile is the aim for websites post-Penguin. This means coming up with alternatives to the keywords used. Other options include intentionally misspelling a word or two or even using the vague term.
Identify The Source Of Links
Creating diversity is the new name of the game. This means creating as much variety to where the website gains its links. There are many ways to get links including getting listed in a niche directory, submitting to article directories, comments, filling up profiles and author bios and being included in blog networks or blog rolls. A natural link profile will include each of these sources and more, with each source comprising an equal percentage of the total number of incoming links.
Vary URL Names
This includes using alternate forms of the original link, whether it is the homepage or an internal page within the website. Diversifying the URL is one of the best ways of making the link profile appear more natural. Let us use the Google URL as an example. You could write it as google.com, http://google.com, www.google.com and http://www.google.com.
Collect Good Links
Link building is a continuous time-consuming process. Even sites that have been penalized by Google before can make up for their mistakes by applying for more solid links or getting links that are within the website’s niche. Gathering links from related and authoritative sites will help make up for past or existing bad links. It can also help protect the site from any negative SEO strategies used by your competition to bring your website down.
Upload Great Content
Exciting content is still important even with all of the different updates released by Google. Explosive content sets your website apart from the spam types and will help generate positive attention and drive traffic to the website.
Use Internal Links Wisely
Linking pages within a website is one way of building links. It also directs readers to other parts of the website. This can be great for boosting the rank of pages on Google. However, be wary of the anchor text as using the same exact set of keywords too many times can have a grave impact on the website’s score.
Provide Content Variety
Uploading different types of content has two benefits. For one, this makes the website more interesting for people to browse through. People are also more willing to share content such as infographics and videos as compared to full length articles. Posting interesting content is a good way to garner attention and gather one-way links.
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