Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing, Internet/BDC

New Penguin Update: Get Rid of Paid Links Now!

By Eric Miltsch on Oct 8, 2013

Google announced another update to Penguin's algorithm that is clearly targeting website owners who have bought paid links. 

Simplest breakdown: If you have bought links that point back to your website, lose them. And they specifically said, "If your website rankings dropped after Google's Penguin update, you should try to get rid of the paid links."  

Think of Google as a bloodhound. They'll sniff these links out eventually. I'm going to keep pound the table on this topic - Google is turning into an "Answer Engine" and morphing away from simply being an index engine. they're going to make this transition by finding the old-school methods of trying to rank content and rewarding sites who are doing things the right way: Creating content that actually helps the user. 

Google's exact response has always been a very top-level approach:

We’ve always targeted webspam in our rankings, and this algorithm represents another improvement in our efforts to reduce webspam and promote high quality content. While we can't divulge specific signals because we don't want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics.

So, what can you do to act upon this? 

Stop thinking like a traditional SEO by relying solely on your ability to use a keyword suggestion tool and place those keywords within your website solely for the purpose of trying to rank for a keyword phrase. Sure, this will continue to work some sites based on the competition and the keywords chosen, but it won't be a successful long term strategy. This is what will separate the real marketers from the hacks.

Google is now in the entity optimization business. 

Think of the entities involved with your business - three simple factors need to be highlighted now more than ever: 

1. People

2. Places

3. Things

How will these be all tied together to provide better results? Elements such a Gogle+ profiles, stronger social content, Q&A content & leveraging the Structured Data Markup tool within Google Webmaster Tools will all contribute to the new wave of search marketing.

Google wants to find these entities and tie them together to create deeper meaning behind them using structured data (the semantic web) so they will have better methods of understanding user intent by drawing on larger databases of marketing information. 

See, SEO isn't dead. It's just being born. 

Comments

Hey Eric- I have to admit, I get some entertainment out of these updates and watching for those who step up on the Google WMT blog to complain about how their site traffic tanked. Then I go to their sites, run a quick AHREFs scan and find obvious paid links.
I don't understand why people keep doing the same things over and over: buying links, making thin mini-sites, "buying do-follow ads," etc, and expecting that they will get away with it. Maybe someday this will all end and we'll have an update called "Unicorn" - the non-existent spam free web! :)

Oct 8, 2013

BTW - best part of your post IMO:
"Google is now in the entity optimization business.
Think of the entities involved with your business - three simple factors need to highlighted now more than ever:
1. People
2. Places
3. Things
"

SPOT.ON.

Oct 8, 2013

There will always be gamers. Funny how some even think they can outsmart the SE's.

Thanks for the nod.

Oct 8, 2013

Comments 1 - 3 of 3

You must be logged in to comment

Login Create an account

Add your comments:

   

Eric Miltsch's Recent Posts

Related Posts

  • Get Your Customers Properly Engaged with Your Dealership

    I know. It's a buzzword. It's impossible to keep track of number of times experts in the car business have used the word "engagement" when describing how to get more customers. Engage on social. Engage on search. Engage on YouTube. Engage on your website. It's a mess but it's still important to be engaged with potential customers. On the other hand, it's even more important to be engaged with your past and present customers. The people who just bought a car from you, the people in your service waiting lounge, even the people who bought a vehicle from you a couple of years ago - these are the people that could really use some engagement with you immediately. It gets frustrating to see so many dealers focused on driving new business and conquest business while pretty much taking their eyes off of the low hanging fruit in their database. It's as if the industry has given up on loyalty. It's true that loyalty numbers are lower than ever before. Between the internet allowing further re...Read post

  • Fall into Customer Loyalty with End of Summer

    With Labor Day here and the official start of fall coming up quickly, now is the time to leverage an end of summer campaign to drive revenue and traffic plus gain additional customer loyalty for your dealership. But, what is an impactful end of summer campaign to help you do just that? Before fall officially sets in, try one of these revenue generating campaign ideas. Host an End of Summer Blast Invite customers, prospects, and members of your community to an event at your dealership. Be sure to have appealing activities to attract an audience such as live music, food and beverages, games, giveaways, etc. You can partner with other local business to keep costs down. Make sure to send an announcement to all customers to let them know you’re hosting one last blast before the cooler weather sets in. Beach Ball Blowout Chances are you’re looking to get rid of those 2014 vehicles on your lot to make room for your 2015 lineup. You could host a blowout event at your dealership to offer ...Read post

  • Use Your Talent & Develop Your Skill

    Use Your Talent & Develop Your SkillRead post

  • Autotrader vs. Cars.com

    Currently we use both AutoTrader and Cars.com. We have used them both for quite some time. The measurement that we use for them is cost per vehicle detail page. We feel that it is a good measurement for them. In our opinion it is their responsibility to get the customer to our vehicle detail page. We feel that our marketing takes over at that point. (Good pictures, right car, right place, etc.) They are currently below .50 cents per vehicle detail page. We try to keep them under .60 cents per vehicle detail page. My question for the community is this. Do I need both? Based on our reporting both companies are performing well. AutoTrader seems to perform slightly better. They are also a lot easier to work with then cars.com. I just do not know if I would get the same customers with just one of them.      ...Read post

  • Top Reasons Why You Should Buy "Likes"

    There's lots of excitement over buying "likes". But should you? Read this and then you decide.Read post

  • How CPS can help justify your traffic from sites like Autotrader and Cars.com

    CPS stands for Cars Per Shopper and its a number that we have been tracking weekly looking at the amount of shoppers on Autotrader divided by the amount of total..Read post

  • Are These Excuses Keeping You From Test Chatting Live Chat Vendors?

    “My dog ate my homework.” For anyone who went through the United States’ public school system since the 1970s, this should be a very familiar excuse. And it may very well be the same excuse some dealers use to avoid doing their homework of test chatting their prospective chat providers before they buy a chat solution. Avoid these top 3 excuses and learn why test chatting your potential managed chat provider is crucial to your vendor review process. Read on!Read post

  • DSU Live to offer interactive & personalized session prior to DSES 2014

    If you're anything like me, you love and thirst for learning. I have always been of the mindset that the more knoweldge I can get my hands on, the more effective I can be.Read post