3 Reasons Why Social Media is Your New Search Ranking Tool
Prior to April 2012, Search Engine Optimization (SEO) companies had it "made in the shade." In order to help clients improve their Google ranking, these SEO companies implemented a strategy called Link Building in which they had both valid and spammy links attached to the client's website as a way to drive traffic to it. It was also about reciprocal linking -- you put my URL on your website and I will do the same -- even if we have no business reason to be connected.
Then along came Google Penguin and the whole ballgame changed.
Penguin is a Google algorithm update aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques which artificially increase the ranking of a webpage by deliberately manipulating the number of links pointing to that page.
So, no more manipulation by SEO short-term strategists. And if your organization was part of this scheme, your property was penalized by Google and in some extreme cases, Google took your website off their search engines entirely.