Article Marketing Strategies and the Google Penguin Update

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Published: 31st October 2012
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The Google Penguin update has forced many article marketing strategies to be reconsidered. Why write articles if Google is going to ignore them? What that indicates to me is that many people do not understand what Google Penguin algorithm is about, and how to take advantage of the opportunities it offers.

Yes - opportunities! If you understand what Google is looking for with the Penguin update, then you can use that to your advantage. Here is my opinion of what Penguin is about, and how your article marketing strategies can be designed to take advantage of this knowledge.

1. Multiple Backlink Sources

The Problem:
Google is looking for your backlinks to come from multiple sources. Not just lots of article directories, but from other sources such as social bookmarking sites, social networking pages and other websites, blogs and forums. Even Squidoo, and while I have read that Squidoo uses the 'noindex, nofollow' attributes to pages, I have not seen these attributes in my own personal links within my Squidoo pages.

There are many more sources of backlinks, but what is very important is that the source of each backlink relates closely to the topic of your web page - not just the keyword, but the actual meaning of the page as analyzed by Google's latent semantic indexing (LSI) algorithm. So don't expect a link from a sports web page to your basket weaving page to impress Google! On the contrary - it may have a negative impact.

The Solution:
To meet the requirements of the Google Penguin update, do not only submit your articles to multiple article directories, which helps, but also mix the type of publication offering your link. Use PDF links, such as Scribd, create a Facebook page about you niche, run a static website and a blog, not just one or the other, and also submit your links to as many social bookmaking and networking sites as you can. There are many more alternative types of publication, but the purpose here is not to give your lists but offer advice.

2. Multiple Anchor Text Links

The Problem:
If you have a website on the topic of 'article marketing' as I have, then expect your Google ranking to have dropped or even disappeared after Penguin if all your anchor text has been 'article marketing.' The algorithm update is looking for a variety of anchor text used in your links.

Through the years, Google has come to give a very high weighting to backlinks from authority sites in its ranking algorithms. Little wonder, then, that the underwritten need for multiple anchor text and multiple forms of backlink sources has had such a profound impact on ranking position (or SERPs - search engine result positions.)

The Solution:
I have one website that held the #1 spot on Google for its main keyword for 3 years - post-Penguin it was not listed in the top 100. The home page was indexed, because it was resolvable using Google, but lost its ranking because I got sloppy with the anchor text and backlink sources - limited to Ezine Articles and other article directories.

Visits dropped from 50,000 monthly to 4,000. I have now fixed that, not only by expanding the sources of backlinks, but also by using as many variants of anchor text as I could, and the home page SERP is now slowly recovering.

3. Multiple Landing Pages

The Problem:
Most people include their home page as the landing page in their links, and no other. The Google Penguin update appears to be looking for a more eclectic range of landing pages, meaning that you will benefit more by linking to 10 different pages than 10 links to the same page.

The Solution:
Determine the most appropriate page on your website or blog that relates to a particular article, and link to that page. Generate social bookmarking links to multiple pages on your website, and write articles about various facets of your niche: each of these can be linked to the appropriate web page.

There is a lot more. Keep your keyword density to a minimum - less is best according to Penguin that appears to use LSI more than keyword repetition. 3% KD? Too much! Also run multiple web presences for your niche, interconnecting each: authority websites, blogs, mini-sites, lenses, SBI sites - all this helps to get traffic and that's what it's all about!

Avoid article spinners - Google is seeking these out, as are the original writers. Write your own or employ ghostwriters. All of the above is fundamentally how to get your article marketing strategies right, and how to handle the Google Penguin Update properly.

You can find more information on article marketing strategies on Pete's website Article Services. He also offers more details on the Google Penguin update and a comprehensive article submission service that is second to none.

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