How to Recover from Penguin 2.0 a cry for help

Working in SEO you get the hear about the panic when google launches a new algorithm update. It normally reads ‘HELP!’, or something along those lines. Of course, the situation is normally not quite as bad as it at first appears, and there’s normally something that can be done. Often, it’s a dip in the rankings and the site bounces back – luckily I don’t tend to consult with clients on spammy seo linkbuilding anyway, so it’s not that often that the updates have a negative impact on my clients. Obviously though, we all have to prepare as well as react to any updates, and Penguin 2.0 is bound to have a few in a flap. Of course, Penguin 2.0 is new, and as such, we’re all learning about it all the time.


The first rule of thumb after an update is to keep calm! As your rankings tumble, it’s easy to allow for an all out panic, but a decision made on the spot isn’t going to help anyone. You need to take the changes in, and re-strategise.  If you’ve used black hat techniques in the past, you might be struggling right now, but look at the thing in a positive way - it’s a great time to start doing things properly, and doing that is only going to help you in the long run. Start to build authority in your niche, develop some integrity, and this slow and steady approach will eventually win the race, even if you’re down in the dumps right now!

Take the Long View

If you think that your internet business is going to see you through to retirement, you should treat your SEO approach in this vein. You can expect overnight results, and those in the past who have sought them are probably paying for it right now. You have to develop a sound SEO strategy which you stick to, and one that gives you the gains in the long term. Rome wasn’t built in a day, and nor is any well respected and profitable website or company. Be prepared to change the way you have approached things entirely, in order to succeed. Your strategy should almost certainly include these four key components

1.      High quality, original, engaging and relevant content.

2.      Honestly gained, high quality links from reputable sites.

3.      Good levels of activity on the main social networks.

4.      Great onsite SEO.

Content is critical to your success, but if you roll out the same old baloney, the chances are that you will fall by the wayside. If good content is crucial in the eyes of Matt Cutts, it should be in yours too. Links are always going to be important, but this update hit sites hard with obvious sites built just for links. These have to be gained slowly but surely through your great content and social media activity. Social media is critical to your success, as social signals are getting louder all the time. Share content across platforms, listen to your clients and become a company people can go to for information and help. Onsite SEO is critical, and you have to have everything in place to avoid penalisation.


Follow these golden rules and you’ll be alright... in the long run! But if you need a little help,  feel free to connect with me.

Adam Livermore

Adam Livermore

Author Adam Livermore is the Director of Consult3 Ltd a Preston (Lancashire) Based Online Marketing Consultancy. He has been involved in online marketing and web since 2003 and offers Training, Consultancy and Project Management for Businesses wanting to improve their online footprint, increase leads and convert more of their website visitors. View my services for more details

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