On May 22nd 2013 Google released what is known as “Penguin 2.0”. That is a Project name given to what really amount to an algorithm change that alters the way Google displays search results on within their site. Specifically, it affects which sites they choose to show and in what order thy show them.

The algorithm most recently released was focused on penalizing poor, static content and over optimized links and rewarding new, fresh content. This essentially means that Google has increased the importance of generating new content in diverse ways. Think of it like this. Google is driven by mathematical formulas (search algorithms) that are designed to measure all of the “digital breadcrumbs” that active businesses leave behinds as they interact online. Therefore, the more active you are in leaving these types of breadcrumbs, the better.

 Contributing forms of content include:

• New pages on your website (should be SEO focused based on search analytics)
• New blog posts (should be loosely focused on desired search activity, but used to gauge demand for developing new onsite content)
• Info-graphics (those topics focused informational images you see out there)
• Press releases about your current events within your company (like new products, or recent recognitions)
• Commenting on relevant discussions on user forums
• Paid Advertising via Google Adwords
• Promotional Videos about your products and services

Important methods of distribution are:

• Google+ pages
• Linked-IN profile pages
• Facebook pages (depending on your business model)
• Sitemap feeds informing Google of site content changes
• PR New Distribution Networks
• Twitter feeds
• Company Blogs
• Industry Specific user forums
• Email Newsletter Distributions

The key to success in this new age of smart algorithms is multifold. First you have to recognize that even if we as end users don’t embrace (or even enjoy) the use of today’s social networks, Google does. Remember, Google reacts to the diversity and strength of your digital pulse… that’s all they have to gauge off of. They also allocate more weight to those digital signals that they are sure are authentic. Today there are many crafty people who work very hard to try to trick Google into thinking their pulse is stronger than it really is. This can range from link farms to bogus forum profiles to fake guest posts on otherwise legitimate forums. Google has created ways for you, as a publisher of content, to claim ownership and build credibility within your subject matter.

Ultimately the key is to put in place easily scalable methods of creating a unique and diverse stream of content and distributing it via a pre-configured network of online resources. I was in a search conference over a year ago in which a Google executive shared the fact that Google’s entire product portfolio is in the process of being made Google+ centric. Meaning that all things Google are going to start to focus their attention on G+ as if it were the hub of a wheel, making all of the other products Google offers (including their search engine, gmail, youtube, Google shopping, etc.) the spokes of that wheel. They are doing this because if they can better guarantee the As a business’s who’s web presence is important to us, we have to embrace this structure and make sure that we do everything in our power to help Google connect as many of the dots as possible. Google will be rewarding those who support their efforts and make themselves daily measurable.

The best plan of attack is to generate a constant stream of activity based on the existing happenings of your business. Google wants to see that you’re company is alive and well, and all you have to do is share what you’re already doing. One of the biggest challenges of any business’s digital marketing campaign is planning and creation of new content. But it doesn’t have to be such a major undertaking. You simply need to have an efficient way of documenting what you’re already doing every day. Customer stories, Strategic partnerships, new products, company charity events… the list goes on and on. Publishing these types of data via a strategic, and SEO optimized frameworks will do the trick.

What doesn’t work anymore:

• Creating content on an irregular basis
• Not engaging in social activities online
• Having links build in order to trick Google into thinking your content is popular
• Submitting your site to Online Directories for the sole purpose of building links