Get updates on new articles, webinars and other opportunities:

3 Ways To Prepare For The Next Google Algorithm Update

by Kristi Hines

You’ve likely heard a lot of news about the latest Google algorithm updates like Panda and Penguin and how they affect a website’s rankings in search results.

When Google updates its algorithm, people get hurt.  If your income is partially tied to traffic you receive from Google, this article is well worth  your time.

The question is how you can prepare your own website to ensure it is not hurt by these or future Google updates. In this post, we’ll discuss some ways you can make sure your website is as safe as possible from being penalized in search.

1 – Understand what Google means by “Quality Content”


Photo Credit: Brian Massey of Your Customer Creation Equation

Whether it is on your company blog, products & services pages, articles, news updates, or any other part of your website, be sure that the content you publish is quality. While you could get away with $5 article writers for your blog or inexpensive SEO copy for your website’s main pages in the past, you can’t anymore. Some sites might still be getting away with it, but it’s only a matter of time before the Google Panda catches up with them.

What makes great content? Great content is…

  • Created for People – Don’t write for search engines. If you have content that was written purely for SEO (over-optimized with keywords, under infused with value), be sure to revamp it today. Create your content with people in mind and search engines will love it too.
  • Unique – No you can’t copy great content from someone else and use it on your website. That is theft and duplicate content, neither of which will put you in Google’s good graces.
  • Not Covered in Ads – Some blogs like to make extra money with advertising, which is fine. But if the content on your website is lost amongst the ads, then you’re going to be in trouble.  This is particularly true if your website is heavy on ads above the fold.
  • Meaty – While the old SEO standard was a minimum of 300 words, I would say the new standard is probably a minimum of 500 – 600. Article networks that previously allowed short content didn’t fair well with the first Panda updates. Most that have or are trying to bounce back after being penalized by Panda have upped their word counts to at least 400. My theory is that you want the content on your website to be better than an article network, so aim for at least 500 – 600 words.
  • More Than Text – Spice up your content with at least one image, if not more. Add in videos to keep visitors on your website longer. Try various forms of media mixed in with your text to give it even more value.

If you’re not certain that your content is up to snuff, do a content audit of your website. Start from the homepage and click through to each link. Look at those pages, note any changes you could make to improve them, make the changes, and then move on to deeper pages of your website.

You can also do this process using Google Analytics. Go to your website’s analytics profile and look at your Content > Site Content > All Pages. Then start looking at pages that get a lot of traffic but also have a low average time on page. This is a sign that the content isn’t compelling enough to keep people on board and might need to be updated.

2 – Don’t spam.


Photo Credit: Timag on Flickr

It doesn’t matter where you are doing it or why. Don’t spam.

  • Don’t spam your website with tons of keywords. It’s called over-optimization and Google is not a fan.
  • Don’t spam article directories with low-quality content for backlinks.
  • Don’t spam email lists with link requests.
  • Don’t spam comments for backlinks.
  • Don’t spam forums for backlinks.
  • Don’t spam your business blog by accepting low-quality guest posts or approving low-quality comments or comments that include shady links.
  • Don’t spam social media networks with nothing but advertisements or, worse, non-stop automated messages.

And, of course, don’t hire services that will spam for you. Review the services you are receiving from marketing or SEO agencies to make sure they are not spamming in your name for links or exposure.

3. Build links as naturally as possible.


Photo Credit: HubSpot on Flickr

Aside from not spamming, you will want to build links to your website as naturally as possible. Be sure to avoid.

  • Buying links, with exception to paying for quality directory listings because those *seem* to still be alright.  Here is what SEO Moz currently recommends for directory listings.
  • Link exchanges, especially with sites that are not relevant or jam hundreds of links on resources pages, link partner pages, or other similarly named pages.
  • Sitewide footer links, because these signal paid / unnatural.
  • Over-optimized anchor text, because too many links with keyword based anchor text signal paid / unnatural.

Instead, try the following.

  • Create link bait. Link bait comes in the form of infographics, videos, resource lists, Creative Commons licensed images (like the ones I’m using in this post), widgets, online tools, and other top quality content that people will want to link to naturally.
  • Don’t specify anchor text. If you’re sending out link requests to have your website added to pages that are highly relevant to you, you don’t need anchor text. Google can figure out that any link on a page titled “Best Italian Restaurants in New York” should be associated with New York Italian restaurants or similar keywords.
  • Do a little guest blogging. Most blogs will give you a link in the author box back to your website which can help you with SEO, building authority in your industry, and getting some direct traffic.  Check out Jon Morrow’s excellent guest blogging program to get started.
  • Add your link to your social profiles. While there may not be much SEO value, you can get a lot of click-through traffic to your website from links in your social profile.
  • Accept interviews and media exposure. 9 out of 10 times, anyone asking you for an interview or to participate in articles where multiple people are asked the same questions will likely link back to the website of your choice. Try signing up as a source with HARO for more media exposure opportunities.

The simplest piece of advice.

What does all of the above advice boil down to? If you want to keep yourself in Google’s graces no matter what algorithm updates they come out with in the future, then the best piece of advice I can give you is this.

Adhere to Google Webmaster Guidelines.

Google tells you what you should or shouldn’t do (for the most part) with design, content, technical, and quality guidelines. Be sure to review these guidelines to determine if you have done anything to violate them. And if you have, try to remedy the violations as best you can. This will ensure the safety of your website’s rankings from now and on into the future.

What tips would you give to someone looking to protect their website from upcoming Google algorithm changes?



Get updates on new articles, webinars and other opportunities:

Kristi Hines

Kristi Hines is a freelance writer, ghostwriter, and professional blogger who helps develop blog content and lead magnets for businesses.


Comment Policy

Please join the conversation! We like long and thoughtful communication.
Abrupt comments and gibberish will not be approved. Please, only use your real name, not your business name or keywords. We rarely allow links in your comment.
Finally, please use your favorite personal social media profile for the website field.


Your email address will not be published.

  1. November 20, 2013 at 2:45 am

    Hi Kristi,

    Great article. I believe that Google’s updates will never negatively affect quality content. And I’ll remember the last thing you mentioned- follow Google Webmaster guidelines. Thanks for this informative post 🙂

  2. October 6, 2012 at 2:30 pm

    As you could have guessed I am a business owner and have a fairly good sized website with more than 700 blog posts over the last 2 years. With that in mind my question to you is this. Each day we create a post that is merly informative in the world of culinary arts known as “Word of The Day” Now what we do is post the word, definition and if we have access to a related image we add that to the post as well. But here is the thing. If you as a reader are looking for this same type of information there are a numerous amount of websites, ebooks, and books this information can be found as a compiled peice of work. So how do I keep from getting penelized by the next Google update or do I even need to worry about being penelized for this category of my blog post. We obviously adhere to copywrite laws by creating a citation with each post letting reader and I guess search engines know where the content originated, or where we got the content from.
    We do believe there is a substantial amount of value in the information according to the number of emails we have received in the past when there were technical issues with the site and we were unable to make those posts with complaints and wanting to know when we would have a solution to the issue.
    To give you a better idea of exactly what we have going for our word of the day I have added a link below that will take you right to the WOD category that we are questioning you about. You can find our word of the day at
    Thank you very much for the information you included in this post and have a great day!
    – Chef Ricky

    • Russ Henneberry says:
      October 8, 2012 at 8:24 am

      Hi Ricky,
      My question for you is — are you writing this content yourself or copying it from somewhere else that is on the Internet?

      • October 8, 2012 at 1:04 pm

        @Russ Henneberry
        The word of the day content comes from a book known as The Food Lovers Companion, while all other content originates with us or with a guest blogger as we have several guest bloggers contributing to the sites content as well.

  3. June says:
    October 4, 2012 at 8:04 pm

    You’ve given the best advice anyone can get to keep a site healthy – doing what Google asks! Doesn’t get much more simple than that.. And now we’re all waiting for the current Panda update to roll out completely…What has Google got in store for us now? Many website owners will be shaking in their boots.

  4. October 4, 2012 at 9:04 am

    Hi Kristi,

    Thank you so much for mentioning HARO to your readers! We hope they will find our service a valuable tool to gain more media exposure. Great piece with valuable advice and thank you again for the shout out!

    • Russ Henneberry says:
      October 4, 2012 at 4:22 pm

      HARO rocks Laura! Thanks for stopping by!

    • Kristi Hines says:
      October 4, 2012 at 4:39 pm

      You’re welcome Laura! It’s a great service that I think is really under-utilized.

Show Me My Heatmap

literally addicted to the stuff I'm seeing in @CrazyEgg. Such a fantastic piece of software! #Marketing #Content #Digital

Chris Vella-Bone