The Google Penguin Update: HP Group says Bring in the Experts

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The latest Google update, adequately named the “Over-Optimisation” update also more commonly known as the Google Penguin Update has been widely reported as causing fluctuation in search engine ranking pages [SERPS].

HP Group

HP Group

The thing that needs to be remembered here is that this update is targeting anyone deemed to be manipulating Google rankings – it’s not necessarily about techniques attributed to any particular hat colour.

The Head of Linking at leading search engine optimisation agency HP Group has issued some advice for businesses that have seen a negative trend in their organic visibility.

Sebastian Cowie head of linking for HP Group says, “This most recent Google Penguin update targets sites that have been employing offsite strategies built on high volume low quality backlinks. Or those that have been building links in an attempting to manipulate Google’s algorithm.”

Google has begun this update to ‘clean up the web’ in a bid to target those who seek to influence SERPs by breaching the Google Webmaster guidelines using strategies which it deems non-compliant.

There have been many linking techniques over the years that have been black listed by Google, however the difference with the Google Penguin update is that it has targeted strategies that resided in the “grey” area of optimisation as well as black-hat strategies. Sebastian Cowie says, “Penguin is targeting those that are engaging in sub-standard link practices including mass directory submissions, blog comment spamming, social bookmark abuse and blog networks that would traditionally result in organic uplift.”

Ben Milleare, Technical Director at HP, adds “The thing that needs to be remembered here is that this update is targeting anyone deemed to be manipulating Google rankings – it’s not necessarily about techniques attributed to any particular hat colour.”

Many industry professionals have seen it as a move to try and push businesses toward Google’s paid search solutions, however Google insists that it is an initiative that will lead to a better web with more relevant, authoritative SERPs.

With search engine traffic providing so much return on investment for businesses the stakes are high. In order to ensure your future linking strategy will stand the test of time it is essential to seek expert advice from a well established agency.

HP Group are a search engine marketing & creative web development agency based in Colchester, Essex. They have 14 years experience, 44 employees and c. 200 clients ranging from sole traders to blue chip PLCs. HP Group provide information driven and delivery focussed integrated search engine optimisation and digital marketing solutions.

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Jeff Keating
HP Group
0844 2456677
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