So the once unassuming and cute penguin has now become an object of fear and nightmares for many site owners across the net but from the wreckage a new question arises; how can I rebuild my ranking if I’ve been hit by the Penguin update?
The once great Bruce Clay has offered up some sound advice despite becoming a pariah of SEO after a recent ‘Local Paid Inclusion’ scandal featuring Google, Bing and Yahoo.
Regardless of his status at this point in time, his track record for white hat tactics has for many years been without blemish and his latest piece of insight is most certainly relevant and useful; link pruning, which may become a term SEO hears a lot of in upcoming weeks.
The term is something Bruce Clay may or may not have coined, but its utterance is spreading wide and fast with many commentators on the subject. The process of property pruning your websites of links does take a lot of research and development so it might not be the best option for all instances; it may even be easier to just wipe the slate clean and try again. However there are signs you one can see to find out just how useful link pruning may be for your website; the following characteristics are ripe for link pruning:
– Sites with no focal topical theme, linking to all manner of subjects; content farms.
– Machine generated content and translations, poorly written sites in regards to content.
– Sites with generous amounts of links embedded in the footer; generally link farms.
– Links coming from sites with the same exact IP address, site owners or companies.
– Sites which feature link selling keywords; ‘free link’ or similar examples.
In these cases, you’ll almost certainly be hit by the Penguin but the good news is if you’ve insisted on high quality strategies for your linking then the Penguin would’ve simply waddled on by without incident. In most cases site administrators were wooed by promises of high ranking through unscrupulous ways; similar to an enthusiastic music aficionado being unaware that concert tickets he bought were bootlegs. The greatest omission most site owners may have succumb to is not a lack of knowledge but of specific ignorance in terms of SEO white-hat/black-hat tactics; and now they are being penalised by Google. Look out for my next article in which I’ll go into more depth about how site owners can go about link pruning.