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Dennis Thorgesen
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Building your brand; Panda and Penguin

Published on 3/18/2013
For additional information  Click Here

Google’s Penguin and Panda updates should be the best friends of companies who are building their brand.



Is this guy insane?

Lisech eMarketing logo

What many website builders believe is both Panda and Penguin are something to fear. They mistakenly believe Panda is out to get those who create content, and Penguin will get them if they don’t get all their links right. 

Search engine animals

These updates are designed to remove spam websites and content as well as put an end to link farms. These are both seen as bad things to search engines because they keep people from finding quality niche specific information they are looking for.




Unless you stuff keywords, use hidden text, or generally just create spam laden content you have nothing to fear. This is the first time to our knowledge they have shown screen shots of removed websites. Of all they show there is only one which looks like what we would consider a website. In this case our guess would be that the problem is with hidden text.




This is aimed at link farms. Most websites have a links page. When your entire website contains nothing other links to content outside the website or to other websites this is considered a link farm. In all reality sitemaps are link farms yet are never affected by search engines. Sitemaps they love as the links are internal letting the search engine know how your website interrelates.


External links


Most people building brands want others to be able to find websites outside their domain. Content writers always want links to websites or other information. How should this be handled without invoking the wrath of a search engine?


There are several methods

First and foremost consider content. A link with related content looks good in a search engines eyes. This doesn't mean a short paragraph for a large number of links per content. A general rule is no more than two links in a 550 word article. This has changed from 2 links in a four hundred word article.


Content creators


What search engines want to see is at least 10 articles over time of 1,300 words or more to the same keywords or niche. This brands you as an expert in that niche if indeed you show a mastery of the niche. If you know very little about what you are writing you won’t be considered a master.


Website builders


If you can’t come up with 10 pages which in some way relate to your main keyword, then articles which show you as an expert, don’t build a website. Again this is the mastery factor.


How is mastery checked?


Before updates started this was done by links to and from other websites and articles. To some extent they still have some bearing. One thing we don’t believe will ever change is links to . edu websites. These are seen as Gold to search engines. Chances of getting a . edu backlink are low if there is no expertise or relevance.


What is the most important way today?


Social signals are what search engines are looking for now. The larger number of people from similar backgrounds you can get sharing your website and content the more relevant it becomes. This will have search engines gladly putting your website and information on a first page for others to find.


Why did we write this article?


We build brands for others. Brands include websites, created content, and graphic design. This takes a working knowledge of search engine optimization so businesses placement on page ones people will find through search engines. What we have to do has to provide value or we won’t be in business long. Value is what everyone who is in an internet business should be providing for the people interested in their product or service. © March 18, 2013 6:25 AM CDT Updated September 5, 2018 10:05 PM CDT Dennis Thorgesen for Lisech eMarketing, All rights reserved.


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