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Google Algorithms : Google Penguin : Penguin 2 Update

Penguin 2 Google Updates and Website SEO Optimization

Penguin 2 is one of these Google updates that can seriously affect your rankings. Understanding Google algorithm updates is a very important aspect of website SEO optimization, and a failure to appreciate the significance of algorithm updates such as Penguin 2 can cost you dearly.

We shall discuss the implications of both Penguin and Penguin 2 here, although in doing so, aspects of Panda and other aspects of website SEO optimization will naturally be included.  Search engine optimization is not related to any specific aspect of Google or any single algorithm change, but to the entire construction and content of your website and its authority in the eyes of the online community in general.

This authority is represented by the number of backlinks your individual web pages and blog posts receive, and the authority of these links in your niche. A link from a cookery site to a page on the topic of dog training will not only provide any benefit, but will likely harm the ranking of the target page.

Penguin 2 Google Update

The Penguin 2 update was introduced on May 22, 2013. Many good, authoritative web pages lost ranking, and many poor pages were unaffected. Why? To understand that, you must first understand what Google is trying to do with the Penguin 2 algorithm update. Many Google updates are game changers, and this is one of them.

It is not possible to state the exact requirements of Penguin 2, because they relate to Panda and Penguin 1 - of which there have also been several minor updates. However, here are the fundamentals of the entire Penguin family. I have omitted Panda because that relates more to off-page issues and where your links come from than on-page issues.

Website SEO Optimization and Links

Whether you refer to search engine optimization as SEO or SEO optimization is immaterial; it is a means of increasing the relevance of your web pages and blog posts to search terms employed by search engine users seeking information. The greater the relevance, the higher your ranking for any search - the higher your listing in the search engine results pages (SERPS).

An important aspect of website SEO is your links: where they go to and where they come from.  Let's assume that you understand that your links must point to and be provided from web pages that are closely relate in content to your own page. Links between two unconnected pages will be punished rather than rewarded.

Anchor Text

One of the important aspects of the Penguin 1 Google update was the question of anchor text and the form that text takes. Google has decided that it is no longer acceptable to use predominantly keyword-rich anchor text. A large proportion of your anchor text must now contain either your website name, brand name or be presented as a naked URL - the actual URL of your web page.

A good majority of your anchor text should be your naked URL and/or contain your brand name. You can use page-specific anchor text if it leads to high quality content, but do not use too many links that contain terms you want ranked for.  Google will decide that itself.  NEVER link terms such as 'Buy Now' or 'More Info Here.'

I get good results using about 60% 'Article Services,' 20% naked URL and the rest page titles. It is actually fairly early yet in the history of both Penguin releases to come to any definitive conclusion, but that would be my recommendation for now.

What is Specific About the Penguin 2 Update?

Penguin 2 primarily applies Penguin to internal pages in your website. That is its fundamental purpose.  However, no doubt Google has also included some other updates in addition to this. For now, most ranking losses have applied to internal pages, although this is to be expected because there are a lot more of these than Home pages.

The best way to stay clean with Google is to write good content without worrying about keyword density. Keep in mind that the Penguin algorithms are webspam algorithms. If you try to trick Google by using too many keywords in your text and your links, then Penguin will catch you out.

Use your naked URL for links to your site, or your site name, brand name or product name as anchor text. Avoid too many in-text links and the use keywords as anchor text. Generally, just be natural. Google has its own way of assigning PageRank and listing position using techniques such as co-citation. More on this in another post.

More information on the Penguin 2 Google updates and website optimization will be provided in future posts. Meantime, apply the above to your websites now if you want to avoid ranking issues.

Disavow Links Tool:  Check out this tool here.

Author = Peter Nisbet

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