Ways to Market your Business Post Penguin and Panda

Posted by Clare Evans - June 28, 2012 - SEO, Social Media - No Comments
Penguin-update-09.05

At the end of April, Google’s latest algorithm update Penguin changed the way we market our websites forever. Combating over-optimized websites, the algorithm hit thousands of websites and slashed the rankings of hundreds of web pages. Even if you’re an innocent party, penalized by someone else’s underhand SEO (search engine optimization), you’re going to have to make some changes.

Now is the time for change – like it or not. The online marketing world is in turmoil, unsure of what the best course of action is. There are however, a number of tried-and-tested methods you can use to drive traffic to your website – without SEO:

Good Quality Content

The best solution to keeping your website on track is to make sure high quality content is your priority. This includes making sure there is no duplicate content on site, and that your blog is regularly updated with well researched, informative articles.

Not only will this help you steer clear of Google’s penalties, but you’ll also help increase your company’s authority. By regularly sharing great content, search engines and users will see you as a more trustworthy and authoritative site.

Great content will attract natural links from other people in your industry, and across the web. You can also make the most of social media, as this kind of content is much more likely to be shared. Take the time to go through all the content on your site, and make sure it’s the best possible quality.

Social Media Marketing

Social media marketing is a great way to communicate with your customers and deal with any queries they have. Websites like Twitter, YouTube, and Facebook ( are also the ideal way to drive traffic to your website, without the use of SEO.

Google is now placing more authority on your social media pages – Google+ particularly – so make sure you’re actively updating them. Share information your customers want such as high quality, well researched blog posts. You should also share information from others in the industry, and join in with conversations in your industry.

By promoting yourself in this way, you can encourage website visits and help restore your websites search engine ranking. Make sure that you keep a professional presence, and don’t end up like Kenneth Cole.

Email Marketing

Email marketing is a simple and effective way to encourage customers to return to your website. Sending an enticing email detailing latest offers, industry news, and much more is a great way to send targeted traffic to your site.

The best thing about email marketing is that the people you target will have bought from you before. This means they won’t need as much persuading to buy from you, and are likely to be in ‘buying’ mode.

Avoid using words like ‘Urgent!’ in your subject as this often screams of spam emails, and make sure they are optimized for mobiles. Keep the emails brief, alluring, and simple so as to have the biggest impact.

Print Marketing

Move away from the Internet altogether and make the most of printed marketing. Sending your customers a postcard, flyer, or brochure are simple ways to send traffic online – without having to worry about Penguin and Google’s other updates.

With some eye-catching printed literature, a great marketing message, and an impossible-to-ignore call to action, you can easily remind your customers why they love you. Keep your printed marketing personalised, so as to get the biggest reaction from customers. Use bright colours and images to make sure your letters stand out on their door mat.

It is also really easy to track your successes, as you can include a specific URL on all your printed marketing. This way, you’ll know exactly who visited your site from this method. Similarly, including a unique offer code is a great way to track how many people made a purchase.

With the future of SEO hanging in the balance, perhaps it’s time for you to try out one of these methods instead. You can still send traffic to your site and sell products, without risking Penguin’s penalties.

About the Author

Clare Evans

This guest post has been supplied by Clare Evans on behalf of print management company, Charterprint. Contact them today to see how direct mail marketing can transform your campaigns.
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