Penguin 2.2 and Content Authorship

From the moment of inception; high quality content has been a major player within search engine optimisation. As Google promises to provide the best results for users; content can help a business stand out of the crowd, establish status as an industry authority and be considered the ultimate answer to a search query. However as industry experts attempted to outdo Google and beat the algorithm, so to speak, the importance of good quality content soon diminished and soon came a penchant for poor quality, rolled out content used solely as link bait.

Queue the latest and some say, greatest Google update; aptly named the Penguin (in our opinion the coolest villain batman ever faced…no pun intended). The Penguin update put a stop to spammers and link builders and demanded that websites and businesses implementing an online marketing strategy return back to basics. Quality is now a must within SEO and should a business now wish to rank, then links, content and anything else in between must be relevant, of a high standard and natural (which means you need to put away that credit card and stop buying links!).

For those implementing Google's new changes; blogs, articles, press releases and news feeds are considered a must as the phrase 'content is king' becomes the ultimate respondent to SEO success. By creating highly relevant and high quality content, a business is able to establish a presence as an industry professional, provide a relevant service to clients and thus forth; receive the coveted ranking positions for industry keywords.

As content now moves to the number one spot; it would be wise for businesses to remember that Google also deems authorship as a crucial ranking factor. Rather than produce content and label it to have been created by a business; Google asks that content be linked to a specific author that it can then recognise via a profile, preferably a Google+ profile increasing the credibility of your business and improving your ranking tenfold.

Peguin 2.2 declared that Google will ultimately give authors increased credibility that will in effect be used to determine your overall, online ranking…so to put it simply, one name and a picture could go a fantastically long way.

Follow Google's advice and establish your online credibility.