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It's perfectly normal for some businesses to find out that they need to expand and diversify themselves outside of Google. Most recently Google released some updates called Penguin, which in a lot of ways is simply more of the same. You will obviously need to make your own calls on this one. If you only got a mild hit or didn't get hit at all, there is no reason for you not to take care of what you need to take care of. You can still broaden your marketing efforts while giving Google what it wants.



People that have websites should be concerned about the anchor text link to their website. The Penguin update focused heavily upon this. Using anchor text repetitively is now not a very good idea. Your anchor text now needs to be very natural instead. You have to have other words along with your brand name. Even though you may have exact match keyword phrases, they should never be used 100%. These will raise the proverbial red flags with the Google people. Your website can actually lose ranking now because of the negative SEO tactics that can be utilized. Here is some valuable research for you that you can immediately begin using. When it comes to searches on the Internet, almost 50% of them are four words in length or more. Everything you do for your website, therefore, should be three words or more. When you look at the data, 60% or more of all search queries are not exact match at all. Most people are unaware of this simply because they don't do PPC research on a regular basis. Without a doubt, exact match will not be your best choice when creating pages or links. Also, you can really do a lot more with the long tail if you're not afraid of them.



In terms of search marketing, one thing you should think about is what people do when they look at SERPS (Search Engine Results Pages). It's a tip that can go awry just as easily as it can go well so do some serious thinking about it. One thing we do know is that searchers gravitate toward numbers in their SERPs. They'll click on pretty much anything with numbers in it. This is not entirely new because in copywriting, it's known that using numbers in headlines and other places causes a higher degree of activity. It's simple enough to get this to work in your favor but don't forget that you will get less targeted clicks.



You may have to apply the triage principle to your site in light of the changes brought by Penguin updates. What this means is that you need to first take care of and fix the things that are the most damaging to your site. Also, take a close look at the things your processes depend on. If you have any issues with your foundation, you need to take care of and fix those before you do anything else. This is because they will affect everything else that is going on.