Whats New In Penguin 2.0 – 2013 Organic SEO Strategy

On 22nd May 2013 Google updated it’s search algorithms.


Panda is just one of Googles Algorithm’s that can and will affect your website ranking if you are doing one of the following from our research what this algorithm looks to target is the four key points that can be bad for your organic SEO:

  • duplicate content having the same content on two pages within your site or copy’d from another site.
  • thin content, just one paragraph on a page.
  • lack of images and lack of image descriptions, Alt tags (this is explained below).
  • Duplicate designs on two sites can have a small affect if the same structure of both sites are identical.


Penguin 2.0 from its predecessor Penguin 1.0 has a sole purpose to find and ignore spammers, those sites that are there to be used for black hat link building, or just spamming the same keywords across low PR free directory’s and many other spamming tactics, Google’s main aim has always been to focus on Good quality natural results that real people are wanting to see and talking about. below is what we have found to be bad for organic SEO

  • none visible keywords or links within your page which you’ve hidden from the public eye.
  • none repetitive keywords on page.
  • Less emphasis is now given to inbound links and keyword placement. Instead, Google want’s more natural optimisation approach that better suits the current state of how we all use the web.
  • links from spamming sites will just be ignored.


Google has many algorithms though not just the main 2 algorithms that were talking about it the article, The most focus needed when either building your site or starting your SEO (search engine optimisation) are stated above try to be as natural as possible think what your customers want to read and not just what you think google wants to see to get you ranking higher, it may have a good affect at first doing this but in the end it wont last long!

Google has always been quite open with what they want us to concentrate on when we think of optimising our websites as stated in Google Webmaster Tools and always come back to the same thing, Good quality content, concentrating on what your customers want instead of what Google wants and a website that is easily navigational and user friendly i.e. mobile and Tablets.


The visual aspect to your site can be as important as every other SEO task out there again user friendly is key, making sure that all images through out the site are labeled correctly for what it represents especially product images i.e. instead of image-1.jpg for a apple product image if I had a grocery website it would be green-granny-smith-apple.jpg. Also including alt tags describing the picture will give an advantage over the competition.


All pages need to include good quality content talking about what the page is aimed at, its no good optimising you page with one paragraph and its even worse if none of the page content is bases on the Meta data for that page.

Set your Meta Data to be based on what your page is talking about or selling, add a good structure to that page with correct headings making the use of <H1> <h2> <h3> headers is practice along with <em> tags to emphasise part of the content your want to focus on for that page.


Creating good content or a tool that customers will want to link to not having someone paid to spam links for you invest your money and time in either content or PR (press release) or develop something that people will want to use or want to link to.

If i had my own veterinary i would design calculators that could tell me how many tablets that i have to give my dog for worming depending on the weight this would be a told that people would be interested in and would link to in return this makes the site rank higher! thats just on example you just have to think what people need for the service your offering.


As well as all the above you may want to also focus on:

Site Speed and Server Response Times

Server specifications are more cost-effective than ever before, so there are no excuses for a website to run slow – in fact, if it can be made quicker by optimising the code, hosting or database then this will have a positive impact.

Increase Website Stickiness

How people use the web has changed over the last 12 months, and Google recognises this – we have to adapt to make the website more friendly to repeat visitors, encourage social sharing and social bookmarking.

Social Links and Interest

Retweets and shares on Social Networks are crawled – and Google monitor this to see how much interest there is around a website.

Natural Content (Not Keyword Heavy)

Use variations of keywords to make content more natural. Google has got more intelligent and recognises that words like “External” and “Exterior” can mean the same thing – so no need to have pages for both anymore etc.

Intelligent OG Tags and Complimentary Meta Tags

New META information for Social Networks to read – Google reads this too! Making this unique to each page and optimised is a big plus point for the future.

Niche authority sites – links from expert sites in the field.

You’ll only get links from organisations/expert sites if you’re trustworthy.

Mobile Usage

App-like/responsive design – Google suggests this is something they are going to actively look for in future as a sign of great usability. One would also suggest that Google, by figuring out what content is shown on the mobile edition, would be able to better judge what the most important content is.

Inbound Links from Relevant Sites Only

Strictly no (or no more) low-quality inbound links as these are now frowned upon, previously they had a neutral impact, it would seem these are now penalised.

Regular Content Changes and Updates

In addition to general website changes, we should consider:

  • A fully integrated Twitter Feed
  • Any RSS feeds that are suitable for the industry (they don’t have to be on the main page)
  • Intelligent cross-linking of content
  • Optimised PDF versions of webpages
  • Summary pages
  • Keyword focused sub-sections of the website
  • In-frequent re-designs of certain parts of the layouts

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