Search Engine Optimization August 15th, 2012
April 24th, 2012 marked a new day for Google’s search behavior when they rolled out an update code-named “Google Penguin”. This update was directly targeted to websites that that violated their published set of Webmaster Guidelines, a set of best practices for Google to “find, index and rank your site”. It received attention from the massive upheaval that resulted from the update. Sites that were ranked #1 one day tanked the next. An expert SEO company following the Webmaster Guidelines however, would have shrugged off the update.
So why would some sites lose their ranking and others unaffected? After all, every site should be using SEO. Well, it all boils down to what techniques your SEO expert has used to optimize your site. This is what separates what is known as “Black Hat” techniques (Bad!) versus “White Hat” techniques (Good!).
Tips for Building Links in a Post-Penguin World
All the following techniques are considered violations of Google’s Webmaster guidelines and the Penguin update was used to penalize sites practicing these methods.
Never forget that Google’s priority is to give its search engine users the best possible experience. It rewards sites that create unique, interesting and popular content on an ongoing basis. Whether the content is created on your own site or created as a guest post on another, Google intends to reward you for good content.
Should you be worried about exchanging links from other sites? Absolutely not, if done the right way. The sites you should exchange with should be relevant and you should avoid sites that have been penalized by Google for bad linking practices in the past. Using PageRank can help you decide which pages are more desirable than others.
Always keep in mind, there’s a right way to approach SEO and a bad way. Don’t try to out-trick Google with black hat methods. Make sure whoever does your SEO, does it right.