Because it does not correctly answer the question Google consistently asks when assessing sites: “What does your website offer from a content perspective that is unique and useful to your site’s visitors?” The Panda update was also designed to address other factors that indicate low-quality websites, like high bounce rates, thin content, and high ad- to-content ratios, but the primary concern of this update was duplicate content. To avoid any trouble with the Panda update, take some time to go through your site and make sure the words on your site are your own. When you have original content on your site, you will find that not only will it rank more highly and consistently in search engines, but it may just convert better as well.
Note: The Panda update was a major algorithm update that Google has run monthly on its index of cached sites since the update launched (with the exception of December 2011 when it didn’t run at all, and April 2012 when it ran twice). Therefore, by reviewing your website’s analytics, it can be very easy to tell if your site got hit by Panda.
Now let’s get to that penguin. The Penguin update originally ran on April 24, 2012, and its latest update was May 25. Like the Panda update, the effects were felt immediately following Penguin’s April launch. The Penguin update targeted, among other things, irrelevant backward links, or links that Google considers “spam.” Before I get too deeply into this, let me define what a backward link is. A backward link or “backlink” is a link from another website to your own website. The goal of creating this backlink is
to have Google find the link and essentially count it as a vote of confidence for your own site. Backlinking is a very common tactic employed by search engine optimization companies, but unfortunately, it is very easy to abuse and can result in penalties to a site’s ranking. Just ask JCPenney and
Overstock.com. Both were heavily penalized by Google in the beginning of 2011 for unethical backlinking tactics. Google wants natural backlinking to occur, not for your firm to go out and buy links, or put up 100 of your own “doorway” sites that then link back to your website. In a new move for Google, it recently took the initiative to actually ban an Internet marketing company that was employing these “black hat” tactics, but to be clear, this company’s clients took the hit as well.
The next question becomes, how do you get good backlinks? Simple. Have good, useful content on your website and over time, the links will naturally occur. In closing, it is important for you to understand that you are responsible for what happens on your website and how it is marketed. Meet with several firms before choosing one to optimize your site. Insist on seeing what we call a “cache text demonstration,” which can shed a tremendous amount of light on what works, and what does not. Make sure the firm you decide to hire is consistently writing original, new pages of content for your website that are optimized for search engines. Most importantly, be involved in the process. You will be all the wiser for doing so.
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