• The Communicators Cover Image
    Leadership in the age of Crisis Read More
  • Stop the Presses cover
    The Crisis and Litigation PR Desk Reference Read More
  • 365 Marketing Meditations cover
    Daily Lessons for Marketing and Communications Professionals Read More
  • Crisis Tales: Five Rules for Coping With Crisis in Business, Politics and Life
    Five Rules for Coping With Crisis in Business, Politics and Life Read More
  • Scandal: How "Gotcha" Politics Is Destroying America
    Scandal: How “Gotcha” Politics is DESTROYING America Read More
  • Truth To Tell: Tell It Early, Tell It Yourself: Notes From My White House Education
    Truth To Tell: Tell It Early, Tell It Yourself: Notes From My White House Education Read More
  • Inside Outside cover
    How Businesses Buy Legal Services Read More

Levick Daily. Thoughts. Perspectives. Insights.

Corporate & Reputation

Adjusting Your Content Strategy for the Penguin Update

Lauren Rosner

With the release of Google Penguin, it’s likely time to take a good hard look at your content strategy. Content has always been king, but unique content that offers value and substance in order to earn Penguin-proof links is now absolutely essential.
How can organizations ensure that the Penguin update doesn’t devalue their content under the new paradigm?
First, assess your current content situation. Check Google Webmaster Central to see if you have a message from Penguin. If your content was impacted by the update, chances are if you will have been notified. Check your Analytics to assess potential Penguin damage. A simple 90-day traffic report should tell you if you lost visitors. Also, be sure to check your keyword referrer report, as well as manually check the rankings on some of your top keywords.  Finally, be sure to use link tools to see your link profile and ensure that “spammy” or unnatural links aren’t hurting your rankings.
Second, make your content social. Chances are that the content you write will end up on a social network. So why not write about concepts in a manner that will gain popularity on social media and social networking sites? This way, you don’t have to rely solely on Google rankings for traffic. Be sure to create meaningful headlines, as most social users today won’t read past the first 70 characters. Also be sure to focus on quality and the value your readers garner from your insights.
And third, watch your keyword use. While keywords are great, the latest Google update means that over-use will scream spam. While we’ve all be trained that we should use the same keyword combinations throughout our content so that we’ll rank well for a particular phrase, you will now be penalized and removed from the rankings all together if keyword density is too high. It’s now best to write content that is closely associated with your business while not limiting yourself to keyword containing topics. Instead, embrace all relevant concepts, even if they don’t offer many keyword opportunities. And remember, never write your content first and then sprinkle in your keywords at the end. Do your research ahead of time and naturally incorporate any keywords as you write.
Lauren Rosner is a Social and Digital Media Account Supervisor at LEVICK and a contributing author to LEVICK Daily.

Bookmark and Share