By now, anyone who has been playing the search engine optimization (SEO) game for a while in order to boost traffic and sales on their e-commerce site is well aware of the havoc that ensues each time Google changes their algorithms. But the most recent update to Penguin last year left all kinds of websites in a tailspin as the linking strategies that paid off so well under previous guidelines were blown to smithereens in an effort by Google to ensure that their users were actually getting the best content for their search results, rather than sites using the trickery of massive link-building tactics to give their pages a boost. In fact, many sites got hit so hard by Penguin that they were delisted from Google, or significantly demoted in terms of page rank, in any case. But if your site saw only minor setbacks, you might have assumed you flew under the radar. Unfortunately, this might not be so, and you could still be suffering the consequences.
The main goal of Penguin seems to have been to improve the overall quality of top-ranked entries for specific searches. When users type in search criteria they don’t want to find the website that spent the most on their SEO efforts – they want to find sites that can offer them the best information, the most engaging and up-to-date content, or the highest level of entertainment. In short, they’re looking for sites that make an effort on behalf of visitors rather than those that only care about bringing in more traffic (rather than ensuring repeat visits). But just because your site wasn’t hit as hard as some others after the Penguin update doesn’t mean you’re out of the woods. You might still be suffering from the consequences of thin content, even if you’ve modified you links and other negative factors under the new guidelines.
But what is thin content? Basically, a page is considered to be “thin” if it has too many links or images and/or a decided lack of content that is conducive to conducting searches (in other words, text that could contain searchable keywords). When you fail to provide a wealth of content that can be found by search engines, and consequently, those searching for it, your page rank on Google is likely to suffer for it. So even if you managed to clean up your linking issues in a timely manner in order to avoid suffering the wrath of Penguin, you might not have done enough with the content currently featured on your pages to stop your site from a slow backslide towards obscurity.
Luckily, this problem is easier to fix than you might imagine. All you really have to do is beef up your content to include more usable data. You can start simply enough by improving your efforts concerning any new pages you add to your site. And if you’re not sure how to start, consider adding an on-site blog that allows you to push new text-heavy content frequently. This should attract new visitors as well as appeal to Google’s search bots. However, you should also begin to update your older content, or think about removing it completely if it’s outdated.
This will help to ensure broken and back link removal, helping you to meet Penguin standards, as well as giving you the opportunity to get rid of outdated content and replace it with current data that is more valuable to visitors. Even if you haven’t noticed major changes since the implementation of Penguin, it’s important to ensure that your e-commerce site is up to par if you want to see new visitors and continued patronage. So pinpoint thin content and correct it in order to meet search requirements, along with the needs of your customers.
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