Matt Cutts, the head of Google’s Webspam team, has released a video about the upcoming changes in search, including some SEO algorithm changes (Penguin 2.0). These updates are nothing out of the ordinary, but as expected they attest to the need to have an integrated search strategy. This is simply a continuation of Google’s existing strategy – it’s not new, it’s not revolutionary, it’s what good businesses do anyway.

Below, we have highlighted some of the key points to make you aware of what this could mean for your business over the next few months:

Clustered Results

Matt Cutts announced the intention to reduce clusters of pages from the same domain appearing in individual search results, predominantly within the first, second and third pages.

If you currently have a large cluster of pages ranking for a specific keyword set, you may see a reduction in click-through rates due to decreased visibility within the search engine results pages (SERPs).

Quality Content and Authority

Building up your brand’s authority by posting quality content in specialised areas is a development we expected in 2013. This should already be part of your ongoing strategy.

New Link Analysis

Google have announced that they are rolling out a new link analysis algorithm designed to target specific sectors that are particularly spammy, such as “pay day loans”.

How could this affect you?

Google will be updating the algorithm as it is rolled out across various industries over an indeterminate amount of time. The original Penguin update saw certain websites penalised for spammy links, and a continuation can be expected from Penguin 2.0 Penalisation could occur for directories, blog comments and/or link exchanges. We will be monitoring your backlinks and will advise on anything potentially problematic. We also advise that you report anything that may be contravening Google’s guidelines. Failure to act may result in reduced visibility, but if we approach the changes following Google’s guidelines, we can minimise this risk.

This also demonstrates the importance of an integrated strategy. If your organic rankings suffer, a solid social strategy will hopefully retain your visibility in personalised search; meaning your website will still be prominent among your brand advocates.

Advertorial Changes

Google has made it very clear that webmasters need to clearly identify paid advertising onsite and not pass any PageRank through these links.

It is important to review your advertisements and devise a solution strategy. Generally, this will be a method to mark up these adverts with a “no follow” link.

Penguin 2.0 Summary

4Ps Marketing will ensure that your digital strategy conforms to any changes. Unless any other parties have undertaken spammy activity, these algorithm changes should not have drastic consequences.

We would recommend informing your CEO of the upcoming changes, particularly if your company is dominating the SERPs. You will lose real-estate to your competitors and other activity will be necessary to compensate for this loss. Additionally, if your search visibility is presently dependent on directory links, you will need to address this with social SEO so that your brand advocates see you in their own searches.

4Ps isn’t just another SEO agency. To discuss how SEO and content are evolving together in order to keep pace with new developments in user interaction and search algorithms, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and customer acquisition across all inbound channels. How could a content marketing strategy from 4Ps help your business?