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How Panda and Penguin Influence SEO and Social Media

Image credit: Annelise Sparks
Nowadays, organic rankings on Google are getting harder and harder to manipulate. The components of great SEO are still the same: onsite and offsite optimization.

Onsite optimization includes:

    – a properly structured site,
    – unique and fresh content,
    – proper on page title, meta and H tags, etc.

For offsite optimization, the idea is the same: getting lots of quality backlinks to your site, but the techniques to get there have changed dramatically. With the Panda and Penguin webspam algorithm updates, Google really cleaned up the “easier” ways to secure backlinks. Link exchanges like LinkMarket no longer work as well as they once did, and directory and article submissions to ezines like Ezine@rticles and no longer bring value into your offsite optimization efforts.

How are You Supposed to Get Backlinks?

It’s much more expensive to do so now. Why? Because to get quality sites to link to yours, you really need to have original, attractive content that real human beings would love to read…and share. And developing original & attractive content takes time and money.

One needs to:

    – Come up with interesting articles/blog posts. This requires the author to research and analyze a topic and put it together in such away that it is insightful. These can take the form of tips, analysis, or infography.

    – Once you have interesting content, you need to syndicate it to quality sites. This is how you get backlinks. If you want to guest blog or contribute on quality sites, it’s guaranteed that it will involve relationship building. And building relationships takes time.

Quality blogs will not further automate the guest blogging process in order to keep quality standards high.

There Is a Bright Side

Developing high quality content is tough, but also more satisfying. Once you come up with an infographic, or the ultimate “step by step how to” article, you can spread that through social media and there’s a chance it will go viral.

That said, with Google’s Panda and Penguin updates, SEO and Social Media are now getting closer and closer together.

What Does That Mean?

If you are doing SEO, you might as well be serious about social media marketing.

    – Have a Facebook page and Twitter account. Depending on your type of business, consider other social platforms like Google+ and LinkedIn.
    – Allocate some budget for social ads to get the right people to “like you”. Target demographic and complementary brands/services on Facebook, Twitter and LinkedIn. The ability to target and “dial in” tightly on your unique target audience is an advantage to many social media platforms.
    – Ensure your site has plenty of options available for efficiently sharing all the great content you produce.
    – Optimize outside of Google’s sphere of influence by, for instance, reaching out and interacting on the Facebook pages of related businesses.

Once you create a quality content for your SEO efforts, don’t forget to post them on your own social channels as well!

So in summary, with Google’s Panda and Penguin updates:

    – The downside: It’s more expensive now to get your page to show up on the first page of Google’s search results.
    – The upside: You can almost automatically do social media marketing using the same content you build for your SEO efforts.

You can take out two birds with one stone!


iSpionage Founder and CEO
Leon Krishnayana is a Founder and the CEO of iSpionage, Inc. Leon’s background includes years of experience with search engine marketing, competitive Intelligence, SEO, start-ups, e-commerce, and enterprise software architecture & development. Leon focuses his energy on product and business development, and leadership and management at iSpionage. In his free time, Leon enjoys spending time with his family and playing basketball, volleyball, and tennis.