Search engines work on the premise that if they can understand what content is popular with users, they can understand which sites to return in response to search queries. What is popular underpins the changes search engines have made to their algorithms, which now appear to favour sites with good quality content at their core.
This chapter considers how these changes have led to SEO practitioners having to significantly change how they work, and how they may have to use social and digital PR tactics that might have previously fallen outside their remit. It covers:
- Algorithm changes: The Panda and Penguin algorithm updates significantly change the relationship between SEO and content, and how they link. What lessons can search marketers take from these changes when planning site content?
- Manual action penalties: Following the Panda and Penguin updates, Google issues manual penalties to sites with poor content or manipulated links. How can SEOs see whether their site has been subject to a manual penalty?
- The link schemes document update: Google made another significant change after Panda and Penguin that affects how press releases and guest posts are seen by the algorithm. How should businesses that link to these ensure they are not penalised?