Penguin is the name for an update to the Google algorithm focused on lowering the rankings of websites on its search engine. The algorithm targets only websites that infringe upon Google's Webmaster Guidelines by using improper and dishonest SEO techniques such as duplicating, spamming and spinning. The update went live on April 24th, 2012 replacing the previous updates of Panda and Page Layout.

The main purpose of the currently adapting algorithm is to penalize sites using manipulative attempts to attain higher search engine rankings. Originally looking to put an end to spamming, the implementation of Penguin inevitably caught legitimate sites and SEO's although the content of said sites was decent and in the end the blame was to lie with anchor text and the lack of substantial keyword usage.

What can be called €Black-Hat€ SEO techniques are not only unnecessary but also highly improper. Some would say that with the unveiling of constant updates of the Penguin algorithm (soon to be 2.0) has in essence killed SEO. Penguin actually in fact has only killed the negative SEO tactics such as €hidden text€ and €cloaking.€ Its time for the real writers and hard working SEO professionals to now shine under the operation of their €White-Hat€ techniques.

Content Development:

·The main goal for content development is to fulfill the needs of the business. The human side of the process is all about consistency and integrity of the work, especially when employing Original Content marketing strategies. The technical aspect of content development lies in the strength of the writing and composition team.

·Essentially the writing team has to delve back into the basics of journalism and the Five W's and One H structure of planning out articles: Who, What, Where, Why and How. This is very much the basic principle of any written report dating back even to high school education and essay composition. Structuring the content in this manner will leave no holes in the content, only increasing quality.

·Any good content strategy requires a team of individuals who can work diligently and produce originality with regards to:

oCopywriting

oArchitecture and Design

oSearch Engine Optimization

oMarketing

oPublic Relations

·The integral component of writing and composition is essential in producing good content and managing it properly. Knowing the audience and understanding the needs and expectations of the company must come through the content. Controlling the tone and voice of the work can prove to be directly influential on the audience. Basic knowledge of the utilized language and grammar skills only goes so far and it takes educated and experienced writers to produce not only original but also decent material.

·Content can develop very rapidly and at times can exceed certain length limits set by either the SEO provider or business seeking SEO aid. Knowing when to break content down into parts and systematically applying those at a consistent rate is key to providing a good flow of information.

·Distribution of content should be handled and managed in a manner that best employs €White Hat€ SEO and its principles. Generally search engines work off keyword usage and frequency. Any query submitted routes the user to a page of €answers€ that focus on the keywords on each searches' results'. All content can have the same keyword usage and frequency but the idea of SEO seeks to optimize the results by supplying enough relevant and original material to increase the ranking of the website being promoted or developed.Penguin has essentially squashed the use of negative SEO tactics only making Original Content Marketing even more alluring to businesses. With original content and proper keyword application, the dreaded Google algorithm is of no concern any longer.

·The advent of social media has opened a whole new door for SEO professionals and specialists to help struggling businesses. Sites such as Facebook, Twitter and Tumblr all represent an absolutely magnificent strategy mechanism for SEO. Search engines, such as Google, rank search results but also rank the results falling under social media titles. Essentially, SEO professionals and develop and maintain social media content to increase traffic for the sites they build and host. With billions of users currently using some form of social media it stands to reason that these are essentially the new age of marketing tools that won't be affected by the results of Penguin updates.

It takes an extremely talented and hard working group of individuals to properly manage your SEO needs. The staff of engineers, marketing professionals, writers and editors all work much like the cogs in a machine. Each piece has to turn properly and be well oiled. Although Penguin has scared people into thinking SEO is a dying practice, the truth is not always as it seems. Penguin has done more to benefit honest and professional SEO companies than to harm them. The leading industry specialists can now be the focus of businesses that need them most. Through proper use of €White Hat€ content management techniques and a wealth of knowledge on the ways that people naturally search, share & consume data online, SEO is not only alive but thriving.

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