Ravi Saive: A Technology Blog For Newbies

Google Penguin is the new webspam algorithm launched by Google at the end of April 2012. Google Penguin detects websites violating Google's optimization rules and decreases the rankings of violating sites. The new changes will require website owners to reevaluate the quality guidelines to determine how to remain out of Google Penguin's line of fire. In general, basic white hat SEO techniques will prevent a company's website from decreasing in rankings.

What Quality Guidelines are Recommended?

Google, in general, advises webmasters to create websites with compelling content and an appropriate number of quality keywords to avoid problems with Google Penguin. Here are a few tips to avoid losing ranking to Google Penguin:

1. Make Websites for Users

Websites should be made for users and not for search engines. Google advises making a website with compelling content which is also visually appealing to improve ranking. Many webmasters in a haste to improve ranking will engage in a process known as "cloaking". Cloaking is the practice of presenting different content to search engines than to users. This practice is deceptive and will be detected by Google Penguin. The website ranking may decrease significantly as a result.

2. Avoid Link Schemes

Link schemes may increase your site's ranking but may be frowned upon by Google Penguin. Experts recommend linking to high-quality and credible sites rather than web spammers or what Google calls "bad neighborhoods". In the Google world, the company a website keeps through links can negatively affect a company's reputation or ranking in Google's search engine.

3. Do Not Use Unauthorized Computer Programs to Check Rankings

Google Penguin will lower the ranking of websites using unauthorized computer programs to submit pages or check rankings. These programs are not allowed because the programs consume excess computing resources. The programs also violate Google's Terms of Service. Programs such as WebPosition Gold will lower rankings if discovered by Google Penguin. This program sends automatic queries to Google about position.

4. Hidden Text or Hidden Links

Google Penguin views hidden text or links as untrustworthy. The links or text must present the same information to the search engine algorithm as it presents to viewers. Excessive hidden keywords may be included by using white text on a white background, hiding text behind an image, by setting the font size to zero or by using CSS to hide text. None of these practices is acceptable. Hidden links may be intended for view by Googlebot but may not be viewable to the website’s visitor. The link may be hidden as a hyphen in the middle of a paragraph or in a tiny hyperlink. Google Penguin will lower the rankings of any website or remove any website with hidden text or links. Once the problem is corrected, the website can be resubmitted to Google for reconsideration.

5. Do Not Create Doorway Pages for Search Engines

Google Penguin does not like "doorway" pages. These pages have little value but were created for search engines to increase ranking. If discovered, Google Penguin will decrease ranking or remove the website from search results. This practice is not deemed appropriate by Google Penguin.