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May 27, 2012 in Search Engine Optimization

Google Penguin Update: Get Better At Keywords

Web SEO Get Better At Keywords

Web SEO Get Better At KeywordsThree weeks ago, Google unleashed its Penguin update upon webmasters. The update, as you may know, was designed to decrease the rankings of sites engaging in black hat SEO tactics and webspam. One of the classic black hat tactics is keywords stuffing, so if you’ve been doing this and getting away with it in the past, there’s a good chance the update took you down a notch. With that in mind, it seems like a good idea to take a good look at these guidelines.

Here are some articles about:

Get Better At Links
Hidden Text And Links

Specifically, Google’s Matt Cutts said the update “will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Avoiding keyword stuffing has long been one of these guidelines. The guideline says, “Don’t load pages with irrelevant keywords.”

Google has a page about this in its help center, where it elaborates a little more. Here’s what Google says, verbatim, about keyword stuffing there:

Google Penguin Update - keyword stuffing“Keyword stuffing” refers to the practice of loading a webpage with keywords in an attempt to manipulate a site’s ranking in Google’s search results. Filling pages with keywords results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.

To fix this problem, review your site for misused keywords. Typically, these will be lists or paragraphs of keywords, often randomly repeated. Check carefully, because keywords can often be in the form of hidden text, or they can be hidden in title tags or alt attributes.

Unlike some of the other black hat tactics advised against in the guidelines, such as cloaking, Google specifically named keyword stuffing in its announcement of the Penguin update. Cutts even provided the following image in the announcement, highlighting this particular tactic:

Getting Better At Keywords

Cutts has advised that you not spend any time worrying about the keywords meta tag (though Google does use the meta description tag):

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In March, Google released a video about 5 common SEO mistakes and 6 good ideas:

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One of the “good ideas” was:

Include relevant words in your copy: Try to put yourself in the shoes of searchers. What would they query to find you? Your name/business name, location, products, etc., are important. It’s also helpful to use the same terms in your site that your users might type (e.g., you might be a trained “flower designer” but most searchers might type [florist]), and to answer the questions they might have (e.g., store hours, product specs, reviews). It helps to know your customers.

I’d suggest including them in your titles as well.

Matt Cutts has talked about keywords a lot in various Webmaster Help videos. If you want to make sure you’re getting keywords right, I’d advise watching some of these discussions (straight from the horse’s mouth). They’re generally short, and won’t require a lot of time:

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