Yet more algo updates, yet more emphasis on “quality”

The SEO community is abuzz with Google’s latest updates, released in a barrage of announcements over the past few weeks. The updates target different aspects of overall search quality and include targeting “over optimization”, i.e. link spam.

Since named the “Penguin Update”, the change has drawn most attention for its focus on unnatural link practices, and for casting a very wide net around link building practices that until very recently were considered fair game. For a quick refresher: links have long been seen as SEO fuel: generally speaking, the more links a website had, the better it would rank in the search engines. SEOs have built an entire industry out of generating links for paying customers, many of which used methods which are now extremely dubious and risky:

  • Subscribing to expensive but (formerly) effective “Private Blog Networks” which have since been nuked by Google.
  • Paying cheap outsourced labourers in developing countries to manually build links in blog comments, forums, discussion boards, etc. Often on websites that were unrelated to the target website.
  • Using article marketing sites to “spin” multiple versions of thin content in order to auto-publish multiple links across various sites.

Since Penguin was implemented, a large number of site owners have received warnings in Google Webmaster Tools about “unnatural links”, and will have seen their rankings & search traffic plummet.

Meanwhile, SEO experts worldwide have been busy churning out their responses and action plans. Of all the articles I’ve read (and there have been plenty), this piece from Search Engine Watch seems to be the most useful, if only because it is focused on ideas for SMBs to move away from constant “algorithm chasing” and put their business on a long term and sustainable footing. Take a look at the advice – does it sound familiar?

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