The Google Penguin update has radically influenced online marketing campaigns. If your website violates any of the points specified in this update, severe penalties can be implemented by Google – compromising your online visibility. In this post we will discuss a few effective web promotional strategies in the post-Penguin update era.
Improving the general user experience of people has been a constant endeavor of Google. To this end, it first came up with the Penguin update, during April last year. The update was primarily focused towards reducing all sorts of web spamming and ‘black hat SEO’ strategies. In order to ensure that website promotional strategies do not violate any of the clauses of the Penguin update, and remain as effective as ever, the following ideas should be implemented:
Regularly update your web content – Gone are the days when you could keep the same, stale content on your web pages for months. You need to regularly publish fresh, informative, unique content on the different pages – to keep the visitors intrigued. Ideally, have a separate blog section in your website, which would serve as a veritable knowledge pool. Using video content in a judicious manner is also likely to reap dividends.
Keep a tab on your website analytics – Hire an online marketing agency to monitor the analytics. Your search engine rank is likely to fall, if people do not stay on your pages for long (low ‘page-stickiness’ levels). If you find any such unfavourable metrics about your website, find out the cause – and fix it.
Guest blogging is going to help you – In the post-Penguin update era, trying to promote your website through ordinary directory submissions is not effective. Instead, you can build quality back-links, by getting in touch with professional bloggers and publishing specific, informative articles on their blogs. Make sure that the blog(s) on which your articles are being published are related to your line of business. Indiscriminate ‘spamming’ is a strict ‘no-no’.
Avoid anchor texts with exact match keywords – The anchor text of your website should not always contain any of your targeted keywords, in their exact match format. Consult with the executives from an online marketing agency, about how you can introduce other variations of the keywords, to keep the relevance of the anchor text links intact.
Publish press releases regularly – Online press releases written in an interactive manner, can generate an instant buzz about your business. Y Make sure that the name of your website is properly mentioned in the releases. Presence of videos and images in the press releases can also help you capture the attention of viewers.
Do not overlook the value of social media marketing – Being present on social media channels was always a good idea – but it has become practically imperative after the Google Penguin update. Publish such posts and tweets (on Facebook and Twitter respectively), which are likely to generate a large number of natural ‘likes’, ‘shares’ and ‘re-tweets’. You can also expand the reach of your website, by creating a business page on Google Plus. The more ‘+1’s your website content gets – the stronger tour online presence will become!
You should also share pictures and info-graphics through websites like Pinterest and Tumblr – to provide potential buyers a clearer visual representation of your products and business operations.