Content Marketing Blog

How Penguin 2.0 affects your content marketing strategy

It has been two weeks since Google's head of webspam Matt Cutts announced that Penguin 2.0 had been released – and against all odds the internet is still standing.

However, this does not mean the impact of the search engine's next generation spam algorithm has gone unnoticed or that businesses should ignore how the update could affect their SEO rankings and content marketing strategy.

The Penguin algorithm has actually undergone four updates since it was first unveiled in April 2012 – so why is this particular incarnation considered a bona fide sequel? The answer is that this is only time the core algorithm has been changed as opposed to merely refreshed.

What's changed?

One of the key remarks taken from Cutts' commentary on the update is extremely relevant to how businesses approach their content strategies.

He referred to Google's intention to recognise websites that offer authority on a subject, and give them a helping hand up the rankings.

The whole point of Penguin is to punish so-called 'black hat' SEO tactics, whether it's link spamming, advertorials or other forms of nefarious methods to climb Google's SERPs.

An excellent way of attracting Google's favourable gaze has always been to provide regular, fresh content – but now quality is becoming an increasingly important factor. 

Improving your content marketing strategy

Even if your organisation hasn't taken a nosedive in the rankings since Penguin 2.0 was unleashed, taking advantage of the changes should be top of the agenda.

Contacting a content marketing agency can help you to plan an effective content marketing strategy that addresses all of the issues Google is trying to address.

Hiring high-quality and experienced writers can provide you with the depth and industry expertise to build your online authority through a wide variety of content types, whether it's whitepapers, blogs, news items, press releases or more.

Posted by Francis Finch