Be SUPER Careful of the Content Marketing Strategies You Use – A Tip on Penguin 3.0 (Linking)

I was 'kind of' hit by Google’s Penguin 3.0.

I didn't receive a formal notification, but my Global and U.S. Alexa rankings are rising. The lower these numbers the better.

As an ethical writer and marketer, I work hard to maintain my online presence and build a strong and reliable platform – a platform that helps others through high quality information.

Well, what worked yesterday, doesn’t work today. In fact, what worked yesterday and doesn’t work today will get you knocked upside the head and thrown to the wayside.

Okay, I was a bit peeved and very disappointed.

Google’s new Penguin algorithm update deals with the links on your website. I hadn't done any link maintenance on my site and it finally caught up to me. My search ranking had dropped because of it.


There are two types of linking to be concerned about with Penguin:

1. Internal links

These are links you use to bring the reader further into your webpages. You can link to a webpage or a blog post.  The idea is to keep the reader on your site longer and motivate that reader to move onto other pages on your site.

This is an excellent marketing strategy as long as ALL the links you created function properly.

Check for broken links.

2. External links

These are links from your website to other websites.

There are two noteworthy mentions here:

A. Make sure you're not linking to a 'spammy site.'

This one takes a lot of care. You absolutely need to 'check out the sites you're linking to. And, if you accept a guest blog, you need to 'check out' the link the author will include in the post.

Then there are blog comments. Some unscrupulous people or bots will make a generic comment just to stick a 'spam' link in it. Again, you need to check the external links on your site. If the comment link is suspicious, delete the comment.

B. Make sure none of the links are broken.

If you've been blogging for a while (years and years), the sites you linked to 5 or 10 years ago may not exist any longer. This is one type of broken link.

You have to periodically check for broken links.

Blogger vs. WordPress

My two blogs are on Blogger. BIG MISTAKE. (I am in the process of moving this blog to Article Writing Doctor - a paid-hosting site that I'm using WP on)

As far as I can tell, Blogger doesn't offer any 'broken link' tools. So, I had to go through every single one of the 'around 1000' blog posts on my site, starting with the oldest.

The process was REALLY time consuming and I found lots of broken links.

WordPress on the other hand has 'broken link' tools (plugins) that are very convenient.

One major reason for switching my blog to WP is although I checked each post now for 'bad' links, I'll need to do this periodically, as sites come and go. It's just too much work.

And, there's another SUPER-HUGE reason that has to do with Sharing capability. That'll be another post though.

P.S. This has been revised from the original post.

PPSS There are three types of website links: internal (deep linking), external (linking out to other sites), and inbound (links coming in from other sites). You really don't have control over who links to you, so I didn't include it in this post.


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Debra Quarles said...

Wow! Ouch! Thanks for giving us the update.

Karen Cioffi said...

Debra, my feelings exactly: OUCH!