Get your content right: the key to a website that ranks well in Google for relevant search terms is content. 

 
 

Could a Panda and a Penguin be affecting your business?

If you don’t keep a close eye on your website’s Google ranking, you’d be well advised to take a look ASAP. If you do, have you noticed anything strange going on?

For the last three months, the SEO (search engine optimisation) world has been busy getting to grips with an update to the Google algorithm - called Panda - which determines where your website ranks for a given search phrase.

Announced by Google in late April, the Penguin update was designed to reduce the amount of spam websites showing up in search results. It is designed to downgrade sites that use tactics such as keyword stuffing, link schemes, cloaking, “sneaky” redirects or “doorway” pages and purposeful duplicate content.

Get your content right

The key to a website that ranks well in Google for relevant search terms is content. Google’s algorithms have the sophistication to read your website in the way a human would – so as long as a human can make sense of your site and find the information they need, you’ll have a great foundation to rank highly.

Here’s our advice:
  1. Ensure your site is well written
You wouldn’t produce a sales brochure containing spelling mistakes, poor grammar or multiple phrases crammed in saying the same thing, would you?  The same applies to a website – and Google confirms its Panda algorithm will downgrade sites with typos or just badly written text.
 
  1. Make your content as relevant as possible
Bounce rate – where a visitor arrives at and immediately leaves one page of your site – must be kept low or Google will downgrade your site.  Low bounce rates are best achieved by having the right content and relevant links to other pages within your site. Give visitors good reasons to visit other parts of your website.
 
  1. Get your picture - text balance right
Google will be looking at the amount of content on your site as well as its quality and relevance.  It’s vital that you use images and body text correctly, especially above the fold – a new addition in Penguin.

It’s unclear how successful the update has been. Google claims that 3% of search queries have been affected, but anecdotal evidence from around the web suggests many legitimate websites may have been affected – so now's the time to check your site.
    
 
The Partners Group

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