When Google updated its Penguin analytics in 2012, a lot of websites saw their traffic drop significantly. Luckily, you can take these four steps to regain your organic traffic in spite of Penguin.
#1 Use Long Tail Keywords
Image via Flickr by ONOIR MONTREAL
Long tail keywords are phrases that use between three and five words. Few websites used them before Penguin had its devastating effect. Now, they are an essential part of maintaining traffic.
Including the name of your city or state is one of the easiest ways to create long tail keywords without rewriting your entire website. If, for instance, you own a marketing company in San Diego, you might start using the long tail keyword “Internet marketing San Diego” instead of “Internet marketing.” This will boost your ranks while helping you concentrate on customers in your area.
#2 Investigate Your Inbound Links
Image via Flickr by David Bruce Jr
Related Resources from B2C
» Free Webcast: Blogging in the Age of Modern Marketers
Penguin doesn’t trust certain inbound links that have the same anchor text, especially when they come from non-branded websites. If you have a lot of inbound links coming from the same website or containing the same anchor text, then Penguin will likely penalize your site’s ranking because it thinks you are trying to cheat the system by using unnatural links.
Of course, it’s difficult to tell which links look suspicious to Penguin. Using a tool like Majestic SEO can help you identify links that are pulling your site down. Once you remove them, your site’s traffic should improve.
#3 Rebuild Your Links
Image via Flickr by San Jose Library
Eliminating problematic links will help your site, but that strategy alone will not let you regain your organic traffic. To do that, you need to take a proactive approach by rebuilding your links.
Start by using links with a wider variety of keywords. If 60 percent of your links contain the same keyword, Penguin will smell something fishy. The more variety you include, the better your chances are of improving your site’s rank.
You also need to create off-site links that will bring more visitors to your page. Try posting videos on YouTube, publishing press releases on PRWeb, and posting comments on popular blogs. If it gets your site’s address out there, it could improve your organic traffic.
#4 Improve Your Site Content
Image via Flickr by Johan Larsson
Nothing beats content improvement. Focus on articles, videos, and other types of content that will really appeal to visitors. If you can afford to hire an expert to write blog posts, then do so. You could get an extra boost since Google now considers how much authority writers have. Also consider original content that includes data analysis and strong graphics. Of course, it never hurts to include articles on controversial topics that will encourage visitors to share your content on social media sites.
Penguin foiled many marketing strategies, but that doesn’t mean you have to accept less traffic. Which of these four steps do you think would improve your site’s performance most? Why not try them all? Or do you have a tip/trick to help?