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Do you feel like optimizing your website for Google’s new Penguin release is like chasing a moving target?  Do you feel like you are hallucinating?  Things you saw in search results yesterday do not appear today.  Things you see when logged into Google+ don’t seem to appear when you are logged out.  Do your friends and family look at you like you are crazy?  Are people telling you that the penguin isn’t real?

Do you think it is too damn hot for a Penguin to be wandering around?  Do you wish he would go back to the South Pole where he belongs?


If so, then you may have Billy Madison’s disease.  This new epidemic has been sweeping marketing departments worldwide since May 22nd when Penguin 2.0 first appeared.  Penguin was supposed to improve search engine results.  It was designed to remove spam from search results.

But for many small and midsized enterprises, Penguin has turned their online marketing efforts upside down.  Many of the time-tested techniques employed by search engine marketing firms to optimize sites were rendered ineffective.

Almost three months after launch there still seems to be quite a bit of confusion about how to respond to Penguin 2.0.  We can only hope that with the coming of autumn and winter that the Penguin will return to its more natural, stable behavior.

Steve Keifer

Steve Keifer has led marketing and product management teams at seven different SaaS and cloud providers ranging from venture-backed, early-stage startups to multi-billion, publicly traded companies - including several that experienced hypergrowth, filed IPOs, and reached unicorn status. In Bantrr, Steve shares many of the best practices and lessons learned from building and scaling marketing organizations. Topics include new category creation, brand development, and demand generation.

One Comment

  • James Hawden says:

    Whilst I too hope autumn see’s the Penguin return to normal, stable behaviour I fear the Zebra will strike next 🙁

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