Due to the fact that Penguin is directly associated with backlinks, the first thing that everyone discusses when addressing an effective recovery method for Penguin is the extraction of faulty backlinks. The truth is that there is so much more to recovering from a Penguin hit than the removal of bad links. What most people fail to realize is that when they remove the links that caused the issue with Penguin, they have only addressed a part of the ranking dynamic. Keep in mind that those links that have been removed were the very same links that were helping your site rank high before the Penguin hit. With those links gone, the SEO ranking process begins all over again.
Removing erroneous links will definitely help in the recovery process; however, there is so much more that has to be done. The first thing that any business must understand is that recovering from a Penguin hit is not an event; it is a process. This means that it will take a number of steps over time to recover. There are some companies that have taken months to recover for a Penguin hit.
If the key to recovering from a Penguin hit had to be summed up in one word, that word would be “promote.” Effectively promoting your site with Google sanctioned and approved methods is how you recover from a Penguin hit. You want to rectify the issues that caused the hit in the first place, but you must also place a substantial amount of your focus on promoting the site in a manner that will not incur the wrath of Google.
Creating and Promoting Linkable Assets
An effective way to promote your site is the creation of deployable, linkable assets. A linkable asset is a link that people will link to easily, without any coercion or prompting. This links will be associated with a specific resource on your site that will naturally entice people to link to it. If you are serious about establishing your brand, it is imperative to have at least one of these type of resources, and preferable more.
A linkable asset will have a high level relativity and relevance. In other words, it will be something that people will consider useful. Another prevalent element of a linkable asset is interactivity. You want to have a resource that creates an experience. This is because an experience is exceptionally more memorable than basic content.
Use Your Blog for Specifically for Customer Acquisition
While implementing the linkable asset strategy, you should also transition your blogging strategy to one that is specifically focused on customer acquisition. Although you should remain SEO conscious, the primary focus of your blog content should be aimed at acquiring new customers. This is definitely an effective method for increasing your traffic and link shares.
The primary purpose of a blog is to capture and keep the attention of the reader. Unfortunately, many companies view their blogs as an ad machine instead of a media outlet. Using the blog as an ad machine will generally have a counterproductive effect. People will be turned off by it.
The key to success in this endeavor is mass appeal. In addition to having the ability to appeal to your core target audience, you will also need to have the range to appeal to a mainstream audience.
Some other promotional methods for building traffic are:
- Build and grow an email list. It is literally impossible to stress the importance of building and growing a responsive email list.
- Acquire links from influential platforms
- Participate and comment on other relevant blogs and forums
- Use social media platforms as a means for customer engagement
- Offer giveaways and free downloads
This will obviously take a significant amount of work; however, the final results will make it all worthwhile. It will require diligence and patience, but a full recovery is within your grasp.