London, England (PRWEB) April 22, 2013
Honest, reputable firms have little reason to fear the forthcoming Penguin update, according to London-based web design and SEO specialists, Overthrow Digital. The firm has launched a new version of its main website in anticipation of the update.
Whilst many online businesses and digital marketing agencies have been in turmoil over recent tweaks to Google's Panda update – the 25th such revision went live last month – an arguably greater threat lies on the horizon: the latest iteration of Penguin.
Described by Matt Cutts, Google's head of webspam, as a 'next-generation' update, the yet-to-be-released Penguin takes aim at bad merchants and bad links. But just as Panda aimed to tackle plagiarists, spambots and content farms but ended up hitting just about everyone, Penguin is at risk of causing more harm than good.
Overthrow Digital's James Towning believes the forthcoming Penguin update will affect many web-based merchants, but only if their marketing strategies lean towards the dark side.
Towning said: "Indications are that the next-generation Penguin update will attempt to remove bad merchants from search listings. What 'bad' means in this context has not been explained by Google, but the term probably refers to overall user experience. Merchants who provide a poor, low-quality experience for search-engine users will be at risk. Honest merchants who rely on organic growth and development should be unaffected".
The online marketing specialist added that Penguin's assessment of user experience would likely hinge on established performance metrics such as relevance, originality and unique selling proposition. But he also warned that reputable merchants who employ questionable marketing techniques may suffer as a result of the update, which is thought to operate on a layer above the main Google search algorithm.
Towning added: "At http://www.overthrowdigital.com we work closely with clients to develop creative strategies that produce results. Traditional low quality link-building campaigns are no longer effective; in fact, Google may very well punish merchants who focus on this old-hat technique".
The Penguin update will weed out any site whose position in SERPs relies on bad links. What is a bad link? Potentially any link that lacks authority. The more bad links that point to a site, the greater the chance of it being dumped by Penguin.
The rate at which a site acquires links is another factor expected to feature in the Penguin update, which is due to be released in the coming weeks.
About Overthrow Digital
Overthrow Digital is a leading creative and web design agency based in London. The firm recently launched a new version of its website at http://www.overthrowdigital.com, where clients can engage with the firm in a range of services, including brand development, concept creation and digital advertising.