Local SEO | SEO Training | SEO Updates

How To Penguin Proof Your Site

By | May 12, 2018

We’ve been monitoring a bunch of orders lately and we’re seeing a glaring mistake in people’s backlink profiles that’s holding them back, and I want to tell you exactly what it is and how to fix it… Easily.

I hope you’re not one of these cases, but if you are, this might save your site!

You’ll be one of the FEW out there that actually “get it”… and that will give you an edge on your competition.

I’ll reveal my personal strategy that I use on every site a little bit later on in this post.

Let’s get right into it…

The Short History Behind It All

Back in 2012 Google came out with an algorithm update called Penguin. The purpose was to punish sites that had used too many exact match anchors when building links.

They turned up the dial so that if say, 30% of your profile was one anchor, your rankings would be at risk.



Then, in 2013 Google turned up the dial on that again and penalized more sites, changing the percentage of anchor text so you could only have 5-10% of your profile as exact match anchors, and more sites were penalized.

It’s hard to say exactly what anchor text percentage you should have because it varies by industry and by SERP. We’ve looked into lots of sites and you can DEFINITELY see sites with higher anchor text percentages still ranking… but it’s still something you have to look out for.

The thing is, Penguin runs on a constant basis – so just because you’re ranking today doesn’t mean you’ll be ranking 3 weeks for now.

None of this is new, but when we looked at the sites that some of our customers have, we’re still seeing tons of over-optimized profiles!

Some people are following some of our advice to build anchors like “click here” and naked URLS – that’s all great… But for a lot of sites, they are already over-optimized, and it’s not enough.

If you’re already over-optimized, what’s going to happen when the NEXT Google update comes around and they dial up the percentage again?

Your site could be in danger!

We don’t want that to happen to you, so we want to give you a heads up ahead of time on how to prevent it.

How To Fix It – Easily

The good news, there is an EASY way to avoid this, and that is to just get a TON of non-optimized links. You want to really “pad” your site so that over-optimization isn’t even a question.

An optimal profile would have lots of links with brand anchors like “Starbucks” or with naked URLs like http://www.starbucks.com – so these are the types of links you want to be creating. If you can achieve that, you’ll be in a really good place to avoid over-optimization!

Sounds easy enough right?

But where do you get these links from?

When you build these links you want to get them from quality, authoritative sites, and one of the best places to get them is through social media profiles.

We want to send REAL brand signals from good sites back to your money site.

You see, social profiles are the PERFECT solution. Sites like Facebook, Twitter, Flickr, Youtube, Linkedin are all high authority domains that send real links and real BRAND signals & diversity back to your site… all with NON-optimized anchors. You can build about as many of these as you want!

Now, these sites aren’t going to RANK you, but they will protect you… And you definitely need that.

So these serve multiple purposes:

  1. They diversify your link profile
  2. They send brand / social signals to your website
  3. You can use them to seed your content across the web so more people will see it

Sounds pretty great right?

You can obviously do this yourself, but it takes quite a bit of time to register 50+ social profiles.

So we created a service to do that for you if you don’t have the time… and we streamlined it so it’s very affordable ($1 or less per profile!).

HOTH Lock My Brand hand-registers your brand on the top social sites in the world. We’ll fill out your profile, upload a picture, and create a non-optimized link on the page back to your site.

This will put your mind to ease about the whole Penguin / over-optimization issue.

Every new site I start, the first thing that I do is order a HOTH Lock My Brand package. That’s how important it is to a good link building strategy these days.

Click here to get HOTH LMB.

Stay safe out there, folks.

If you have any questions, just leave them in the comments!

Clayton Johnson is the CMO of The HOTH SEO company. He has over 8+ years experience in the SEO industry and has spoken at events like SEJ Summit. The HOTH has been featured in Inc 5000, Forbes, SMX, Pubcon, Content Marketing World, Affiliate Summit, Brighton and more.

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