Google released their Penguin update, the most recent in a line of ranking algorithm updates impacting how sites are evaluated by the search engine on April 24th.  The main impact of the Penguin update will be seen in how we promote our client’s sites through offsite marketing and how we highlight and optimize your campaign keywords through on-site mechanisms and structure.

The Penguin update is aimed at identifying instances in which sites are “over optimized” including such strategies and processes related to the density of keywords in page copy, exact-match anchor text in hyperlinks, and the quality of written web copy. While these SEO strategies are permitted under Google’s SEO guidelines, criteria for identifying spam incidents of these strategies have been revised to present a more stringent set of guidelines.

For a complete description of the Google Penguin update please visit the Google Webmaster Central blog outlining this ranking change- http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html

As your SEO team it is our role to evaluate and respond to the changes that Google rolls out to its site ranking framework and to ensure that your rankings remain consistent and productive.  We already have testing in place to assess the most effective response and to enact changes in our campaign methods.

It is our goal and mission to always drive our client rankings to the top and to combat any adverse impacts in a timely manner. We remain committed to creating value for site visitors and utilizing sound SEO principles and practices to drive traffic and visitor conversions into a solid customer base.

We are responding to this update with all urgency.  You will see a host of updates emerging as we fully evaluate and respond to Google’s continued focus on relevant, engaging site content by identifying opportunities in which we can meet and exceed these more stringent content and marketing guidelines.