Penguin 2.0: Should you rewrite your evergreen site copy?
Welcome back! In this video of the SEO Copywriting Checklist series, Heather discusses the impending Google Penguin 2.0 update and what it means for site owners and evergreen web content.
Matt Cutts, a distinguished engineer from Google, recently released a video announcing the next wave of Google algorithm updates. He specifically discussed Penguin 2.0, saying it will roll out this summer.
So Google is giving site owners a big heads up!
Also, on last weeks’ SEO Copywriting Certification call with Bruce Clay, he discussed Penguin 2.0 and what it means for site content. So Heather thought she would address this update today because it is a big deal to a lot of site owners!
Tune in to learn what web copy on your site might need rewriting, before the imminent Google updates hit:
Are Some Of Your Pages So-So At Best?
– Does your site have any low-quality posts or articles?
– Does your sales copy walk a keyphrase-stuffing line?
When speaking to the SEO Copywriting Certification folks last week, Bruce Clay advised listeners to go through their websites and locate those pages that are of so-so quality, and make them as good as they can be.
A lot of companies have these so-so pages on their site. They might not be technically keyphrase-stuffed, but they’re not necessarily high-quality or well-researched either.
These mediocre pages might be articles that you kicked out all at once and under deadline, so maybe you or the writer in question were working a little bit more quickly than normal. Or you might have some lower-quality blog posts on your site from way back when you first started out.
There also may be old sales copy on your site, where you thought you were supposed to include more keyphrases than you really should, and they are walking that keyphrase-stuffing line.
These are all examples of evergreen content that is ripe for a rewrite.
Also consider that you’re probably not getting much promotional value from them, because you know they’re not good. You never link to them, you never talk about them, and you may haven’t had the time or the inclination to go through your site and make those posts or those sales pages as good as they can be.
Now Is The Time To Make Some Changes!
– Google wants to recognize authority sites.
– Identify low-value and low-quality content and rewrite it.
– If your blog hasn’t been updated in months, it’s time to start blogging again.
In his Google Webmaster Help video, Matt Cutts made it very clear that Google wants to recognize – and reward – authority sites. And Bruce Clay emphasized in his presentation that if you have those kinds of pages on your site that are so-so at best, now is the time to revisit and rewrite them.
So identify that low-value and low-quality content! And if you don’t have time to go through and rewrite those pages, now is the time to find someone who can help you with it.
That way, when the Penguin update does hit, you know that all of your pages are exactly the way you want them to be: they are well-written and well-researched, and you’re able to link to them and refer to them without embarrassment!
And if you’ve neglected your blog for months, now is the time to get back to it. Again, Google wants to recognize and reward authority sites, and the way that you can establish yourself as an authority in your niche is by blogging about it – consistently!
If you tackle this evergreen content rewriting project now, then when Penguin 2.0 and other Google SEO updates roll out, you should be in good shape!
Thanks for tuning in! Have any questions or feedback? I’d love to hear from you! You can leave them in the comments, or email me directly at email@example.com. You can also find me on Twitter @heatherlloyd.
photo thanks to nick.amoscato (Nick Amoscato)
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But what is ‘well researched’? What does that really mean in terms of Google? Does it mean it references other pages that rank highly on a related subject?
Well, that’s one way – does the post reference other reputable resources (when appropriate.)
The rule of thumb is always: Does this page deserve the #1 spot? Is it a more valuable resource than other competing sites? If you can honestly say yes, you’ve done your content job. That’s what Google (and your readers) want to see. :)