In May 2013 Google has updated the algorithm Penguin 2.0. Large-scale renovation of the algorithm must improve Penguin in 2012 and must reduce the ratings of Web sites involved in buying links.

This statement creates fear in many small companies whose business depends on search engine optimization (SEO). But the posts of Google are often introduced into confusion because of their contradictory.

Differences of algorithms Panda, Penguin and manual penalties from Google

Google Panda update is different from Penguin. Panda aims to combat duplicated, stolen, as well as low-quality content on the web sites.

Outstanding engineer of Google Matt Cutts said that Google Panda cancels the changes due to many errors. This is good news for news aggregators and other sites that use non-unique content on their websites and are punished by “Panda.”

“Penguin” is more difficult algorithm for understanding. It forces us to focus on the reference patterns, text, links, and manipulation of the capacity of links. To complicate our affairs, Google likes to use hand-held sanctions in the same period when the updates of automated algorithms are released. In 2012 we saw how the website BuildMyRank was deleted from Google’s index just before the upgrade of Penguin (site was selling links).

Earlier this year, sanctions were applied to a large number of promotional posts. Last week, Google announced the removal of thousands of sites that sell links. And also we heard about the manual filters against Sprint this week.

The proximity of manual sanctions with major changes of algorithms is wonderful public relations, as associates these events in our memory, discussions and debate – but it’s a completely different thing.

Is promotion of sites enough?

Small business owners have to decide what to do in response to the 2013 Penguin, filtering truth and fiction. Google is still «“beating the drum”» about three things:

1. Make wonderful sites.
2. Create good content that is useful to users.
3. Visitors will magically appear.

But in fact, visitors do not magically appear. Not without good reasons or not organizing promotional activities. Lots of great web sites have died a slow death without progress in the search engines. At the same time there are contradictions in the SEO. In SEO, which demonstrates the highest ROI compared to other marketing channels.

Long time living online marketing

In many discussions, the web master is still unlocked from the transition from building up links to the real SEO. They can not understand what SEO in 2013 is now integrated into the online marketing and is separate from the marketing activity.

In many discussions, the web master is still unlocked from the transition from building up links to the real SEO. They can not understand what SEO in 2013 is now integrated into the online marketing and is separate from the marketing activity.

Real SEO

Real SEO is a recipe for those who are afraid of Penguin in 2013. Here are practical tips you need to do each month in order to get a real SEO.

• Continue to identify the demand of your audience. Promote your web site will not be successful if there is no demand for the product. To give a suggestion, web master must understand that people are looking for. Selection of key queries is extremely important. When you pick up the key requests, do not overdo it with the main “selling inquiries.” Focusing on the long list of low-frequency queries (long tail) gives a quick result, increases the size of the site (remember Panda) and builds the credibility of a website that will help further complicated by “selling needs.”
• Content Marketing. In my opinion the content marketing – the new “link building.” Earn awareness, social cues and references when you share important information – for free. Great content has more readerships and directs users to other resources to help with the citation. Video – is a great form of content marketing, which is still not widely used in small businesses. And also the viral spread of content with writing articles on hot topics of the news releases.
•  Work on brand. There is a belief that the mention of the brand – is an important signal for Google. Brand promotion traditionally brings the marketing benefits, as well as now helps in promoting a website. Find the traditional marketing tactics such as press releases. This will get brand recognition, referring to the important events.
• Spread information. The philosophy “Make a website and everything will work” does not work on the Internet, where are more than 500 million active domain names. That’s why, even great content should be promoted. E-mail marketing, social media, community engagement forums, guest blog posting are effective mechanisms for disseminating content. Interviews, contextual advertising and sponsorship of local events as well let see your brand and content. Any activity that spreads your messages, your brand and create discussion in the community to help us in support of SEO and should be used as a part of website promotion.

Conclusions

Coming of Penguin 2013 made us worry. But SEO is one of the best marketing channels.

Real SEO – is the way forward for those who invest in long-term internet marketing. Far looking web masters can prepare their sites for Penguin 2014, 2015 and further by using a well-researched, focused on the end-user content marketing, which will be important to your users.

Using modern tactics of dissemination of information, you can spread a message, gain audience mind-share and earn recognition. By distributing valuable content, a small business can build your brand and make bullet-proof backlinks to your website. SEO will stay the one of the best marketing channels.