Search Engine Land contributor Barry Schwartz says he believes that, after three months with no signs of a Penguin refresh, the next jolting update is just around the corner. Of course, without any confirmation from Google, marketers can only prepare for the inevitable refresh by reviewing their search engine optimization (SEO) and content marketing strategies. Taking a few hours now to make sure all practices are considered White Hat may prove beneficial in the long term.
When evaluating SEO tactics, marketers should also review their dependence on pay-per-click. Interestingly, new research from GroupM and Nielsen shows that 94 percent of searchers click through organic search results, and the top three choices in Google earn 61 percent of the clicks. But for whatever reason, Forrester's U.S. Interactive Marketing Forecast, for the years 2011 to 2016, found that professionals continue to spend approximately 88 percent of their search marketing budget on paid ads to access 6 percent of available click-throughs. This practice neglects the 94 percent of the available click-throughs for organic search, which only garners 12 percent of the average online marketing budget.
Marketers who have set aside time to make sure their SEO campaigns aren't affected by a new Penguin update may also want to review ROI for paid ads versus organic click-throughs. This will help determine if the right resources have been given to each technique.