Google’s Penguin update has meant many changes are needed to be made to way we gain the trust of the search engine. Not only do we need to ensure that we are partaking in quality link building but we must now also be wary of the rate at which we increase our links and the reputation of the publications and authors publishing our links.
Quality Not Quantity
No longer does the quantity of links, regardless of quality, that you have on your site and linking back to your site have an advantageous effect on your search engine page rankings. In fact, it has quite the opposite, as Google are now cracking down on sites with too many poor quality back links and links on their site, penalising and punishing as they go. So one way to ensure you earn Google’s trust is to ensure all links on your site and all backlinks on other sites are high quality.
More Haste, Less Speed
No longer is doubling and tripling the number of links you have and trying to keep up with competitors numbers an issue for websites. Google are now looking out for those who are building links at a realistic rate, and whose links are high quality. Those who are increasing the number of links at a ridiculous rate will sooner or later get caught out by Google, and in the end slow and steady will always win the race and Google’s trust where SEO and link building is concerned.
Appeal to Google’s Human Side
Authorship (also known as Author Rank) is being referred to as Google’s human side, as it is a system designed and integrated by Google as a way to consider more than the cold hard statistics when it comes to search. Anyone can write babble and stick in relevant key words in any subject field, that is why Google wanted to find a way to separate the nonsense from the credible information.
The best way they could find to do this was to develop a system that would take into consideration the author/publication by which the content was posted, and how many followers they have on social networks, how much and how often content is shared, the amount of acknowledgement they get (in terms of social signs such as Likes, +1s, ReTweets, reblogs, etc.) and how people react to their content. The best way to make use of Authorship is to have a Google+ profile, and ensure you are posting quality content to there and other linked social sites regularly.
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