7/18/2012 4:04:00 AM by Bluegrass Studios
The advent of new standards in Search Engine Optimization such as Google Penguin should come as no surprise. These changes have been necessitated by website owners engaged in unethical means of digital branding, hoodwinking customers, hurting genuine brands and “gaming” search engines.
Today, it is common practice to use digital media to expand a brand’s. Unfortunately it is also being increasingly common for some of these brands to resort to try tricks that go against internet marketing rules and regulations. More often than not, these “get rich quick” brands end up being penalized by Search Engines.
Google Penguin has been rolled out to serve as a deterrent against websites using unethical SEO processes a.k.a. Black Hat SEO techniques. With the launch of Penguin, Google has attempted to level the playing field and reward businesses that play by the rules.
White Hat SEO or ethical search engine optimization practice typically depends on the following factors.
•Quality of website (Design and Content)
•Competition (Number of other business in the same niche)
•The technical skills of the Digital Agency running the campaign
•Demand for the products or services offered in the current market
Unethical ways of getting a website to rank high on search results (Black Hat SEO) includes “tricks” like keyword stuffing, unnatural backlinks, spamming content etc. While some of these appear to yield good results in the short term, they are almost certain to catch the attention of search engines and attract disastrous penalties over the longer term. Typical symptoms of a site that has been blacklisted include
•Consistently lowered traffic stats post April- 2012 (when Google Penguin was launched)
•The website fails to appear in certain keyword searches, that it enjoyed previously
•A warning email from Google
While the specific algorithm may vary for individual search engines, a common goal is to provide reliable and accurate search results to its users. Play by the rules, stay the course and invest in longer term (and more ethical) practices when it comes to Search Engine Optimization. There is a reason the tortoise won the race against the hare!