According to Google, the Penguin 2.0 update will penalize websites that adopt black hat web marketing techniques to rank high on search engines. Penguin 2.0 will identify websites that purchase links, employ spam, publish bad content, create low quality backlinks, and adopt other such questionable online marketing practices. The previous Penguin updates were also aimed at catching black hat techniques such as these. Penguin 2.0 takes this stringency several steps further, and is a much more comprehensive update that will test websites on several parameters.
What can you do to avoid a drop in your ranking?
If you have built a backlinks profile that is in contravention to Google's guidelines then your page ranking can drop significantly. Key areas you need to watch out for are listed below:
- Low-quality inbound links will be given less weightage, so you need to improve the quality of your links or face Google's wrath
- Start auditing your backlinks to ensure that they are aligned to the new Google standards
- Your content needs to have depth and demonstrate industry expertise
- All advertorials and spam links across your website need to be eliminated
- Avoid heavy usage of exact match anchor text links
How to Benefit from Penguin 2.0?
Become an authority in your target market: Build your online authority by offering a wide variety of content types. Websites that provide visitors highly authoritative content are likely to rank higher. Companies that are dealing in niche areas and targeted markets have an advantage here. Provide fresh, high quality content on a regular basis.
Leverage social media: Post links to your content on Google+, YouTube, LinkedIn, and other social media sites relevant to your business; market your content using the Like and Share features most social media sites offer, and most importantly, build a strong online network.
Avoid Keyword Misuse: Penguin 2.0 will enable Google Web crawlers to assess the anchor text being used to link to your website. Avoid using too many keywords as your anchor text. Google could misinterpret this as a black hat tactic and lower your rankings.
Earn your links: Penguin 2.0 will strictly penalize sites that buy backlinks. Create quality, authoritative content to earn links.