Based on our studies on G00gle's penguin update, we put together some insights by the industry experts on this topic - Penguin Phobia..! Read on... +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ In the past a little aggressive campaigning by major algorithm update to achieve website ranking was not a big offense and they could reinstate themselves after a soft punishment as they were well aware of the fact that fluctuations could happen and they may have to face the penalties for doing so and cleaning up of that at was possible. The recent penguin update made this impossible and the best option available to violators was to start all over again. Google has taken a position that every update must be an effort to improve search relevance. In olden times the improvement was immediately visible after an update but Penguin has made things different and it is an indication that Google may lose its war with spam. The subject under discussion is not the necessity of Penguin but the important aspects that an average business owner should know of in order to achieve success in online business. 1. Be one with Google and Stop Worrying about Updates You should make Google?s search results more relevant to dominate the rankings as it is the most sought after search engine. It is no more a perfect search engine but it is still the best although there are cracks in it due to spam. Google must take steps to educate the corral webmasters in to improver the quality of websites and should give incentives to the best sites. It can directly defeat spam and subversion and filter low quality contents. It should build true value for its visitors to retain its top place. 2. Think beyond Search Engines You should think beyond search engine rankings and you know that they are highly fluctuating. You should develop a lasting relationship with your customers although top rank in the search engine is very much relevant but there is no guarantee for its longevity. It should be considered only as a factor to improve your business but you should seek new sales channels and verticals to improve your business. At the same time, send signals to Google that you are worthy of the rankings that you seek to retain. 3. Audiences are more Important and not Links Focus on long time business goals and do not lose just by concentrating on short time gains in search engine rankings. Audience building is very important and for that you should provide blogs with fresh contents. Just building links with unproductive targets is useless when it comes to long time planning. Get relevant traffic by getting prime audiences for real conversion in terms of business values. 4. Give emphasis to the visitors If you focus your efforts on improving your relationship with real people, your dependence on Google to earn revenue will come down. You have to create rich and diverse content, develop you relationship with people. Create designs that are user friendly and engage at every level. Analyze user behavior and give an improved experience to them. Enhance content sharing and brand visibility by integrating social networks tightly. This will reduce your dependence on Google and make people return to you just because they like you. 5. Be Customer Centric Know the pulse of your customer and satisfy his needs. Customers were the focus of attention in the traditional forms of advertisement and focus on that aspect in your online advertisements. The conversion rate in traditional advertisement was high because they were customer centric. In the race to top the search engine rankings, the focus has changed and forgot the value of each individual visitor. Increase the life time value of your customer base for sustained results by giving true value to each of the individual visitor. If the visitors are satisfied by visiting your site then you are already ahead in the race. 6. Diversify Naturally Link building will become less effective and to have a genuine ranking there should be quality content as to influence the visitors and potential customers directly and it should not be aimed just at improving the rankings. You will be rewarded by Google, if you take genuine steps to give true value to your customers. Instead of thinking of outsmarting Google?s techniques to detect manipulation, improve your content and influence overall search rankings. Conclusion Instead of worrying about the performance of your website after the next update by Google, improve the strategy of your site and be focused on customer satisfaction. It will be advantageous in long run and will help you to go a step ahead of Google always.