13 steps to defensible link building in a post-penguin world
Are Panda and Penguin Related?
Looking back at Google’s algorithm updates over the last 12 months, I think we’re seeing a very similar trend:
- Panda = penalising websites with thin or weak content
- Penguin = penalising sites which have links from thin or weak content
When you think about Penguin and Panda updates in this way — in combination with the huge range of brand and social signals that Google are getting much better at reading and bringing into their algorithm — it becomes clear that human engagement and activity is starting to have a much greater impact on search results.
That to me is the biggest shift — it’s now much more about building high quality links as a by-product of great content. Look at page authority in many ways, more than you would domain. If you have an active audience there, it’s relevant to readers or users;
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