"From content to link building to PPC, the fast-moving world of search marketing shows no signs of slowing. To kick off The Drum's search focus, we take a look at some of the most topical issues in the space, from SEO tips for content marketers to avoiding a Google penalty, plus whether or not the PPC model needs a reinvention."
"Panda 4.1 is a softer update that affected three to five per cent of queries. The biggest losers of this update have been affiliate marketers, sites with very thin content ranking for competitive keywords while trying to drive users to partner websites (like Amazon), affiliates with blank and/or broken pages, doorway pages and content farms (believe it or not, in 2014)."
"When it comes to Penguin, honesty is the best policy for brands looking to ensure they are not affected by the data refresh, which rolled out mid- October. Malcolm Slade, SEO project manager at Epiphany, advises gathering and enriching backlink data, submitting a disavow file and contacting webmasters to "remove as many offending links as possible"."
Search marketing continues to evolve across content, link building, and PPC, with ongoing debate about the PPC model. Google refreshed Panda 4.1 and Penguin to reward high-quality content and penalize manipulative tactics. Panda 4.1 affected roughly three to five per cent of queries and hit affiliate marketers, thin-content sites, doorway pages, and content farms. Sites using outdated gaming tricks remain at risk. Smaller brands creating copy primarily for search engines face penalties. To avoid Panda, create content that adds value and engages users. For Penguin, gather and enrich backlink data, submit disavow files, and contact webmasters to remove offending links.
Read at The Drum
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