Panda updates are typically driven towards content and content marketing. Content marketing is now close to a 50 Billion dollar industry. To drive leads through quality engaging content delivered through email, social and search engines to device platforms, browsers and screens remains the basis on which Panda works.
Penguin on the other hand is more tactical. It covers anything that can be categorized as web spam.
The latest Penguin update, Penguin 2.0, does not update the algorithm. It actually changes the algorithm and NOT just refresh it.
So how does Penguin 2.0 change your business?
Google has a mission. And the mission is to make your business an authority in your chosen keyword domain to rank you in relation to others in the same keyword domain. So here comes an era of social sharing, snippets and Google +. Apart from that, another thing to consider is Author Rank. Author rank is a method by which Google identifies the quality of authors by ranking. This is important for a SEO strategy as having a higher author rank increases the relevancy of your posts. Author Rank can be built by using Google authorship markup. You can do this by setting your Google+ posts to public view. You must also go to “Contributor To” under the “About” section of your profile and link your sites/ content by adding them to this section.
Also important for this will be your Google + connections and circles. Make sure you are adding people to your circles and they are adding you back to their circles. Google + contributes greatly to your author rank but your interactions on Facebook and twitter are also measured.
Penguin 2.0 considers anchor text as an important element of your ranking process. If the entire anchor text is very keyword rich, penguin will not consider it natural and lower your rankings.
Google SERPs is effected by advertorials and therefore Penguin 2.0 is also looking at being highly unfavorable towards advertorials. Any website now paying for content placement will need to include disclaimers or use non-follow links to remain relevant.
Penguin also looks at Content management system security and updates very typically. Earlier unsecured and un-updated system would be penalized through ranking degrades. Penguin 2.0 changes that and gives webmasters some time to fix issues before effecting the ranking.
So, its that time of the year when you align your strategy once more to a Google Algorithm change. Cease using advertorials, get a link audit and remove low quality links to perform disavow requests and resubmit reconsideration to Google.
Its all about authorship and social. Facebook,Tweet, Google +, Share and create socially viral relationships. Penguin has arrived.