CHRIS BEHAN WEBSITE
babm.com/website
Chris Behan is the President of Socius Marketing, Inc., Tampa’s top- ranked search engine optimization company, that provides Internet marketing services to small, medium, and large businesses. With offices in Tampa and Atlanta and clients across the country, Socius Marketing is one of the largest and fastest-growing online lead generation firms in the United States. Chris can be reached at
chris@sociusmarketing.com or 813.282.8300.
16 | JUL/AUG/SEP 2012
So a PANDA and a PENGUIN Walk Into a Bar…
Now you are probably asking yourself what in the world pandas and penguins have to do with Internet marketing, and more specifically search engine optimization (the process of creating content for a website so it ranks well organically in search engines). The reality is, depending on how your site is being optimized, pandas and penguins can make or break your Internet marketing campaign. Before I get into explaining why I am talking about these animals, I would like to start by dispelling a myth. Many Internet marketing companies would have you believe that Google is constantly changing the algorithm to “mix things up,” making it harder to optimize for the free, or “organic,” side of search, thereby forcing companies to take part in Google’s Pay-Per-Click program called AdWords. What you need to know is that nothing is further from the truth. Google’s goal is simply to put the most relevant websites at the top of its search results. When Google makes a major update to the algorithm, it’s not redefining what’s relevant, it’s simply penalizing websites it feels are trying to cheat the system into thinking they’re relevant. After all, it’s you and I – the users of Google – who determine what’s relevant and what’s not.
Now let’s talk about pandas, or the Panda update to be more specific. The Panda update was first launched by Google on February 23, 2011 and its impact was immediately felt. The update was designed to penalize websites that offered Google users a poor experience. But was does that mean? First, Google targeted websites that contained largely duplicate content, meaning if the content that resides on your website is also on other websites in Google’s index of saved sites, then it is considered duplicate and your site may have been caught up in the Panda update. Duplicate content can be a particular problem if your company is reselling other companies’ products, because you may have copied content from your manufacturers’ or suppliers’ websites to populate your own site. This is an easy and popular tactic for creating a site with a lot of pages, but it’s a bad strategy if you want your site to rank well. Why?
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