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Google Penguin and Possum Updates

What We Know

We know that Penguin is based on low-quality links, over-optimized anchor text, and keyword stuffing. Penguin is basically a linking filter that runs every once in a while and is designed to reduce the rankings of websites using webspam techniques. Now that Google knows what wrong links look like, it is essential to be careful when creating and reaching out for new links.

Google notices trusted links. Linking quality is one thing, but the calculated distance between a given page and a trusted source is a whole other story. Getting links from high trusted sites such as universities and government institutions can improve your website’s trust factor.

A great way to find those trustworthy web pages is by using MozTrust, Moz’s link trust metric. To find MozTrust, you can use the Open Site Explorer, or if you are a Pro member of Moz, you can use the SEO toolbar.

If you use Open Site Explorer, you can compare MozTrust between different domains. It’s great for researching other metrics such as backlinks, top pages, and more. If you are using the SEO toolbar, you must be logged in to Moz to select MozTrust. Once logged in, click on settings, hover over metrics, and select MozTrust (mT).

Open Site Explorer is also an excellent way to view your backlink profile (along with data from Google Search Central). If low-quality or suspicious websites are linking to you, you may want to take action by contacting those sites directly or using Google’s Disavow Tool.

Ways to Get Links

There are numerous ways to get links. A great place to start is reaching out to bloggers. Like you, bloggers are looking for ways to gain links or become guest bloggers to their blogs. In addition to linking within blogs, develop a social media partnership. Share new articles and posts via Facebook and Twitter a certain amount each month.

Second, give universities good press. They are always looking for positive media that highlights something about their school. Depending on your services, hosting a seminar for students or offering student specials and deals is a great tactic.

Third, provide excellent content. Providing quality content your audience likes to read is more likely to be shared. Becoming the “Go-To” resource can get you valuable links without having to ask.

Understanding where your links are coming from, the quality of those links, and building relationships with those in your niche are vital components of attaining relevant links. The goal is to gain quality and trusted links organically.

For more information on algorithm updates or to discuss your SEO strategy, contact our team!