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Reason for Penguin 3.0 2014

Penguin 3.0 Update, For Your Own Good

I decided to see what news is out there from the latest Google Penguin 3.0 news updates of the past week. I began with Aaron Wall’s blog because Aaron is much more “tell it like it is” than most other “reputable” sources online. I have always found Aaron’s views to be very similar to my own. Aaron like to base things off experience, Aaron began in a similar fashion as myself about the same time period (2002-2004), and Aaron is always great at reading between the lines.

In a discussion on the changing and often miscategorized field of SEO Google will always give you all the information you need. He points out that in SEO we are trying to determine what Google value, how it is weighted and what determines the order of the serps. We are then trying to present our website according to that secret weighting system.

This is yet another example of the value of experience and the uselessness of “I read it online” SEO knowledge. Next time a SEO expert is showing you a link to a story and using it to establish fact, go read that story and see where is found the information. If the information can’t be traced back to actual live test with good practices then it is only serving to mislead you. Misleading SEO’s is something of great value to anyone ultimately trying to sell paid ad space.

And what if the information leads back to Google directly?

Keep in mind that McDonalds sells hamburgers but they are actually wealthy in the real estate business.

Google’s goal is to create a platform that increases paid ad sales. Google knows that longevity does require a quality product, and they do provide one generally, but you should know that search results only exist to give paid advertisement a place to live.

With this in mind there will always be an effort to confuse and complicate the organic serps and keep it a moving target. Next time there is an update “to better the results” it is also keeping the target moving and keeping organic advertising less reliable. Less reliable organic equals more attraction to paid options.

Organic serps provide no profit and provide an avenue to get something for free, so making sure you never figure it out guarantees the least amount of people get something for free. After this sentence you decide whether to take ever Google statement at face value.

Now for those looking at the organic and where to begin? Google’s results are showing you everything you need to know. Whatever you search terms you have hundreds of pages of website placed in the ranking order right in front of you. You can see the backlink profiles, the content, the age the structure and everything else about those sites. You are free to create content and site designs similar to any website you see and test the results. Google will give you feedback on your testing in the form of nice neat ranking over time.

To determine the level of competition, examine the search results. Go through the top ten or twenty results for a few relevant keywords and see which sites Google favors, and try to work out why.

Once you look through the results and analyze the competition, you’ll get a good feel for what Google likes to see in that specific sector. Are the search results heavy on long-form information? Mostly commercial entities? Are sites large and established? New and up and coming? Do the top sites promote visitor engagement? Who links to them and why? Is there a lot news mixed in? Does it favor recency? Are Google pulling results from industry verticals?

- Aaron Wall

About author

Todd Kron

of Sellaholics is a veteran of Analytics, PPC, Display, video, UX, conversion optimization, affiliate programs, web design and web programming since 2002. My background includes affiliate sales to 6 figures, director of a web design agency, and currently the digital manager for a leading energy company located in Huntersville, NC. From search to sale 1000 different ways is my background. Sellaholics is a Google Partner Agency.

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