企鹅算法的前后（Pre & Post Penguin SEO）

在2011年2月11日，谷歌发布的熊猫更新。更新将从收录中过滤掉低质量的网页。这是必要的，因为大量的早期版本（代号为“咖啡因”）增加了一些网页，谷歌需要处理 - 大部分是低质量。熊猫算法让站长们抓耳挠腮，为什么他们的网站被处罚。答案很简单 - 他们的网页不被视为足够的质量。

2012年4月24日，谷歌发动的企鹅。如果熊猫1里氏规模更新，企鹅肯定是10。它彻底改变了我们需要思考的SEO方法。企鹅的工作似乎是要找到该网站过度优化的网页，并惩罚他们。这是正确的，在过去的10年中，你已经学的关于SEO的一切可以被抛出窗外。谷歌已经改变了目标。

如今……

问了一堆的站长，SEO这个术语定义，我敢打赌，你会得到很多不同的答案。我敢肯定，你会听到这三个最常见的词组：对页的因素，关闭页的因素和链接建设。

SEO的定义会有所不同，这取决于你问的人（们）。 SEO之前，谷歌推出的熊猫更新很容易。熊猫更新后，它仍然很容易，但你需要确保你的内容是好的。谷歌发布了企鹅更新后，搜索引擎优化突然变得更难了一大堆。让我解释一下这个图：

在上面的图中，我已经注意到两种形式的搜索引擎优化：

1。白帽SEO - 让你的网页排名更好的标准方法。谷歌让站长知道搜索引擎认可的SEO指引。

2。黑帽SEO - 这种战略谷歌不喜欢，将会惩罚它。这些措施包括整个主机的陷入爆炸式外链、使用软件生成数万数以千计的关键词的反向链接到您网站的策略。

如果你把这完全安全的“白帽子”SEO与完全危险的“黑帽”SEO看成一种滑动，那么你可以想像，当你向右移动，你的SEO，你更有可能进入与谷歌的对峙（至少在长期）。当你移动到左边的SEO，你将在谷歌里是安全的。

熊猫和企鹅之前，大多数站长都知道让自己网站避免危险的警示线。当谷歌推出了熊猫，唯一真正的变化，就是站长们现在需要确保他们的网站上的内容是独一无二的，吸引游客和讨论的话题没有其他不相关的。打败熊猫，让谷歌蜘蛛看起来我们的网站内容有质量是个不小的任务，这是我们的目标。

当谷歌推出了企鹅，他们彻底改变了SEO的脸，可能是永远的，或者至少是谷歌仍然是占主导地位的搜索引擎。下面是我现在怎么看SEO的示意表示：

我们仍然得到了白帽和黑帽，但对站长们来说它们之间的连接不是直线前进。

现在已经成为“风险越来越大，越来越安全”，我说了在第一图（前期熊猫和企鹅），标志着批准和未经批准的战略边界线。这是现在对白帽边界。

您会发现，有一个新的“容忍线”在线图上绘制。这条容忍线，可以从左向右移动，这取决于谷歌如何调整自己的算法。如果他们要对“黑帽群发者”来硬的，他们就会移动到左边线。如果有太多的好网站获得作为“附带损害”，他们可能将容忍线向右一点（虽然看到“信任与不信任”的部分后）。但是总的来说，对于大多数站点，容忍线是非常接近的白色帽子边界。

网站管理员使用的让自己网站排名靠前技术是冒着风险的。

现在，按这个图所说的去做，不是全部的方法。

让我们只考虑SEO - 熊猫和企鹅的当前状态。

On February 11th, 2011, Google released the Panda update.  The update was designed to filter out low quality web pages from the index.  This was necessary because an earlier release (codenamed caffeine) massively increased the number of web pages that Google needed to handle - much of it was low quality.  At the time, Panda left webmasters scratching their heads as to why their sites were penalized.  The answer was simple – their pages were not deemed sufficient quality.

On 24th April 2012, Google unleashed the Penguin.  If Panda was a 1 on the Richter scale of updates, Penguin was surely a 10.   It completely changed the way we need to think about SEO.   It seems that Penguin’s job was to find web pages that had been optimized beyond the “tolerance level” for that site, and punish them.  That’s right, just about everything you have been taught about SEO in the last 10 years can be thrown out the Window.  Google has moved the goal posts.  

Fast-forward to today…

Ask a bunch of webmasters to define the term SEO and I bet you’ll get a lot of different answers.  I’m sure that three of the most common phrases you’ll hear are on-page factors, off-page factors and link building.

Definitions of SEO will differ depending on the type of person you ask and even when you ask them.  SEO before Google introduced the Panda update was easy.  After the Panda update it was still easy, but you needed to make sure your content was good.  After Google released the Penguin update, SEO suddenly became a whole lot harder.  Let me explain this with a diagram:

In the diagram above, I have noted two forms of SEO:

1.   White Hat SEO – approved strategies for getting your page to rank well.  Google offers guidelines to webmasters which spell out approved SEO strategies.

2.   Black Hat SEO – strategies that Google dislike and would like to penalize.  These include a whole host of strategies from on-page keyword stuffing to backlinking blasts using software to generate tens of thousands of backlinks to your site.

If you think of this as a sliding scale from totally safe “White Hat” SEO to totally dangerous “Black Hat” SEO, then you can imagine that as you move to the right with your SEO, you are more likely to get into hot water with Google (at least in the long term).  As you move more to the left with your SEO, you are more likely to be safer in Google.

Before Panda & Penguin, most webmasters knew where the lines were drawn and took their risks accordingly.

When Google introduced Panda, the only real change to this was that webmasters now needed to make sure that the content on their website was unique, interesting to visitors AND added something that maybe no other webpage on the topic had.  No small task, but to beat Panda, which is essentially a Google add-on that looks for quality, this is our target.

When Google introduced Penguin, they completely changed the face of SEO, probably forever, or at least as as Google continues to be the dominant search engine.  Here is a diagrammatic representation of how I now see SEO:

We’ve still got White Hat and Black Hat, but the connection between them is not as straight forward for the webmaster.

The “increasingly risky, increasingly safe” line that I drew in the first diagram (pre-Panda & Penguin) has now become the line that marks the approved and non-approved strategies boundary.  This is now right up against the white hat boundary.

You’ll notice that there is a new “Tolerance” lines drawn on the diagram.  This tolerance line can move left to right, depending on how Google tweak their algorithm.  If they want to come down hard on “spammers”, they’ll move the line to the left.  If too many good sites get taken out as “collateral damage”, they may move the tolerance line to the right a bit (although see the section later on “Trust v No-Trust”).  Generally though, for most sites, the tolerance level is very close to the White hat boundary.

A webmaster that uses techniques which are further to the right than this approval line is risking their rankings.

Now, these diagrams, while good to work from are not the whole truth.

Let’s just consider the current state of SEO – the one post-panda & penguin.