Posted by : Amanda Stein Sunday, September 1, 2013

Most big business, small businesses, established brands as well as startups have always tried to game the search engines in the quest to reach the top of the search results tower. While many of us used to feel that we are one step ahead of Google, the Panda and Penguin updates changed that belief. Since the last couple of years, digital marketers are poring over Google webmaster pages and trying to find a way of appeasing Google.

Google killed most link-building strategies last year. This year, the focus of SEO professionals has been on guest posting and content marketing. Millions of guest blogs have been written during the last year, all with the hope that it will help increase the visibility and value of websites. But, the factors that help a website rank high in search have always seemed to change over time. Every new updates forces digital marketers to change their strategy.

Brands have always seen strong impacts of Panda and Penguin updates. One example that jumps to mind is JC Penny. Their sneaky link building practices made the company’s results vanish from Google almost overnight with the first big updates from Google a couple of years back. The problem occurs when a brand is using black hat practices to inflate its presence on SERPs. It may work for a while, but it won’t work in the long run.

Most of the Penguin 2.0 analysis has been focused on what strategies have been penalized. However, there have been websites that have benefited from the update. On an insightful article on HubSpot, Adam de Jong teases out an important and unique point regarding the impact of Penguin on branding. He makes an interesting point: Google wants the web, and especially the search results, to reflect the real world.

However, it is not possible (or feasible) for Google to manually check the authenticity of a website in the real world – all it has it huge blocks of data that exist on the Internet. Any business that is making digital marketing efforts will have a strong online brand. And companies that have succeeding in evolving as an authority or leader in a particular field have benefited from Penguin 2.0 update.

Build an Online Brand

Google has crawlers that are capable of analyzing dozens of aspects related to an online brand. Just as Google Authorship program is capable of identifying the digital footprint and success of an online write, Google can (and maybe, it does) have a system in place to monitor and mark the authenticity and authority of specific brands in specific locales. So, just how do you make sure that you benefit from the future Google updates that consider the power of an online brand as a factor? Just follow the best practices of online branding:

  • Build a strong presence on major social media platforms 
  • Engage with your customers and clients on social media and other forums
  • Create unique, valuable and authority content related to your niche
  • Be memorable and try to create viral content
  • Broaden your content marketing: create blogs, videos, podcasts, webinars, etc. 

In addition to these, you must also make strong efforts to create interesting and helpful content. Businesses that use online media to actually reach out to their customers online and help them are most likely to emerge as strong brands online.

Author Bio: Rajveer Singh Rathore is a technical fanatical and a Particular Author working with SEO First Page. I love to spend some time studying about the most latest digital marketing trends news. SEO First provides Search Engine marketing Services India that helps companies to improve traffic and business leads.

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