Google Penguin and Possum Updates

What do we know already?

We know 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 spammy 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 another story. Getting links from highly trusted sites such as universities and government institutions can improve your website’s authority.

A great way to find those trustworthy web pages is by using MozTrust. 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. It’s great for researching metrics such as backlinks, top pages, and more. 

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 link to you, you may want to take action by contacting those sites directly or using Google’s Disavow Tool.

How do we acquire 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 sites. In addition to linking within blogs, develop a social media partnership. Share new articles and posts via Facebook and Twitter throughout the 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 asking.

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 increase your trusted links organically.