Google’s search algorithm is changed hundreds of times each year, usually only amounting to very small changes – but every few months they roll out a major update that can affect search results significantly.
In 2011, Google introduced the world to Panda, a search algorithm that worked to give high-quality websites with strong content and frequent updates higher rankings. In April 2012, Google updated Panda with Penguin, an algorithm meant to detect and lower site rankings using black hat search engine optimization techniques such as keyword stuffing, link schemes, and duplicate content. The algorithm was adjusted in August 2012 and then one more time in September.
It is clear that Google is focused on serving high quality, original content to its search users – rewarding websites that focus on useful content and penalizing websites that use technological tricks in an attempt to “game the system”. Modern search engine algorithms no longer rely solely on your optimized website to assign rankings, but instead on your entire brand across your website, media sharing sites, and social media.
Your online presence needs consistent management in order to be effective. Websites should be optimized in their design, content, and usability for both users and SEO. You should use Facebook, Twitter, LinkedIn, Google+, and Pinterest (if applicable) to maximum effect, engaging directly with your customers through social media.
Google’s Panda and Penguin algorithms take many outside factors into account while determining where your website will rank. This includes conversations on social media about your business. When you post useful, shareable content to social media, and your followers share it and talk about you, the search algorithms will recognize your greater social presence and boost your rankings.
Creating videos, podcasts, eBooks, and other rich, shareable content also works to your advantage with Google’s modern algorithms. When your content is engaging, people want to share it, and when they do they’ll often link back to your website, and their personal recommendation through that share generates additional interest from their friends as well as from search engines. And through the eyes of its algorithm, Google sees organic sharing as a reason to positively increase your ranking.
When Google+ emerged in 2011, its adoption was slow, but it gave clues to how closely Google links your website with social media. It even introduced a feature that floats websites people in your circles have shared or “plussed”. Although the new social network is still growing slowly, many early adopters have found ways to make smart use of Google+. Already, recognized names like the New York Times and Pepsi are making effective use of the new service and boosting their social optimization through it.
As you build your online presence through your website and social media, it is important to learn how to do it in an appropriate way that will not negatively affect results. Effective marketing requires diligence and professionalism whether in the physical world or online. Understanding Google’s Panda and Penguin algorithms will help ensure you are able to go about growing your online presence in a positive direction.
If you would like assistance with your company’s SEO (search engine optimization) and/or SMO (social media optimization), we would appreciate the opportunity to talk with you. Alliance Group International has worked with many companies over the years and has a proven track record of success when it comes to Online Marketing Services. Please give us a call at 925.984.2441 or fill out the simple contact form located in the right column. We look forward to hearing from you.