Google Penguin affects link-building

Google recently upgraded its Penguin search engine algorithm, making it more difficult for companies to slack on local SEO campaigns. As a result, many businesses are working with SEO experts who understand the complexities of search engine algorithms and how to design or adjust website content and activity to appear more attractive to websites such as Yahoo and Google, while simultaneously driving traffic and increasing revenue.

If a company has left their website content and SEO strategy unchanged since the recent upgrade to Google Penguin, it might have experienced a drop in search engine results page rankings. Even if a company were to comb through the website looking for keyword spam, illegitimate blog connections or other less-than-ideal SEO strategies, there may be areas of improvement still inhibiting the online visibility potential and search engine results rankings.

Understanding Penguin
To understand how intricate the Google Penguin algorithm can be with regard to SEO strategies, online marketers must understand how the tool works. The algorithm is a mathematical calculation that takes into account different data sets to generate a score for each site, which indicates its ranking on search results pages.

Penguin works by examining many aspects of the website content, including inbound link profile metrics to determine if the activity is natural or not. If the main signal of the activity appears to be unnatural and revolve around a single or few anchor text categories, the online marketing team has likely over-optimized its inbound link profile, which is based on the ratio of anchor text in the inbound link profile.

Due to the recent upgrades to Google Penguin, websites that are based on continual use of keywords will no longer be ranked as highly as they once were. Rather, inbound link profiles with more diversity in content and destination are being rewarded for offering a more well-rounded service to the visitor. Now, websites with the majority of its inbound links divided into numerous separate anchor texts are performing better on search engine results pages, with basic keyword strategies still having an impact.

Anchor text breakdown
The naked URLs on an inbound link profile should have some variation in link destination while staying true to a keyword strategy. Naked URLs are the strongest signal to Google of a natural inbound link profile and take up the majority percentage of anchor text distribution. Branch anchors contain variation in brand name of the link destination, including capitalizations that are noted by search engines. Branded-keyword hybrid anchors should have a variation in the brand name of the destination website in conjunction with relevant exact match or related keywords.