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article imageOp-Ed: Google’s Penguin 2.0 places premium on top content Special

By Marvin Dumon     Jul 6, 2013 in Business
Google's Penguin 2.0 update affects 115 million daily English queries or about 2.3 percent of English searches worldwide.
In May, search-engine giant Google rolled out its latest update to its proprietary search algorithm called Penguin 2.0.
U.K.-based ad agency Thinking Juice reports that this revision affects 115 million daily English queries or about 2.3 percent of English searches worldwide.
Penguin 2.0 effectively forces entities which communicate and market through the internet, such as marketers, bloggers, journalists and publishers to produce high-quality content, guaranteeing information that is practical and helpful to end-users.
The change also penalizes black-hat information manipulation, such content manipulation, link spamming and plagiarism, since searches made through Google pushes websites which employ them to the bottom ranking of the results page. These include sites which contain spam links; advertisement-related links; links farmed through hacked websites; and HTML-embedded links.
Organizations are thus encouraged to focus on pursuing “white hat” links from sources such as PR campaigns, content marketing, creating useful websites, and similar methods, according to Chris Kilbourn, founder of Utah-based TOFU Marketing. “Bad SEO (search engine optimization) firms spam the internet on behalf of their clients with the intention to ‘game’ the system,” says Kilbourn.
The SEO consultant explains that businesses and organizations must use “white hat” techniques and publish high quality content in order to entice prospects to visit their websites.
“These techniques include mass social bookmarking, directory submissions, blog commenting, link farming, article spinning and distribution, placing links on low-quality websites, guest posting on low quality websites, etc.,” Kilbourn explains. “Some of these activities, like blog commenting for example, aren't harmful when done naturally. If the commenter has something useful to contribute, that's great. However, a vast majority of SEO companies are still using these spammy techniques that are hurting their clients.”
Most online marketers, however, have no training in journalism and employ sales methods such as email blasts and brochures. Unfortunately, these hard sell techniques often repel website visitors, and search engines like Google often take note of statistics such as the exit times and bounce rates of these sites.
Hence, traditional advertising, such as television, print and radio, that are pitched to consumers and end-users in developed markets tend to be ineffective, which push companies to try out “new media” forms of promotion such as social media campaigns, Internet marketing, and mobile advertising. These result in price savings for the client companies since new media is inexpensive and can reach out to a wider and more targeted range of audience.
“Content marketing is the best way to do marketing,” says Kilbourn. “Although it provides relatively long-term results, content marketing can be cheaper, it helps with SEO, branding your company, increasing trust with your website's visitors, forming partnerships, and more. I believe that it's been growing so rapidly because of Google's most recent updates forcing companies to stop spamming the internet and provide great content. Inbound marketing pulls willing prospects into your sales funnel- as compared to than pushing them with traditional advertising.”
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
More about Seo, Internet, Google, Penguin 20, content marketing
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