Google’s goal is to give its’ users the most relevant and important resources available on the web depending on what they’re searching for. With this in mind, they have devised algorithms that find websites that are placing higher in rankings due to unethical practices. Google’s latest safeguards are called Penguin and Panda, and the following is a brief explanation of what they do.
Google Penguin: Is designed to penalise those who cheat the system by using link farms or link exchanges to move up higher in the search engine rankings. Link farms or exchanges create links back to other websites for a cost.
Google Panda: Is designed to penalise sites with a poor user experiences. This includes sites that are filled with pop-ups and ads.
So how do you avoid these penalties? Well, as is described, Google will only punish those sites that have use unethical practices to rank higher in search engines. Therefore, websites that only use white hat SEO, or SEO that follows search engine rules and policies, have nothing to worry about. However, if you believe that your website is at risk of being penalised, then here are some tips so you can steer clear of Google’s safeguard algorithms.
To avoid a Google Penguin penalty, you should:
- Remove paid text links
- Remove comment spam
- Remove guest posts on questionable sites
- Remove article marketing sites
- Avoid links from dangerous sites
- Focus on social media links
To avoid a Google Panda penalty:
- Don’t use strategies designed to ‘trick’ search engines
- Add social sharing buttons and increase social signals
- Clean up your internal linking
- Minimise cross-links from sites you control
If your site has already been penalised by Google and your business is suffering as a result, the best thing to do is to run an audit using some of the methods described above to rid your website of any unethical ranking strategies. After some time, Google will re-run its algorithms and as long as you are following the rules and policies correctly, your site will be allowed to rank depending on how well ethical SEO strategies have been applied.
If you would like to find out more about auditing your website or using white hat SEO to boost your Google rankings, please contact firstname.lastname@example.org or fill in the contact form and we can arrange a consultation.