The introduction of Panda and Penguin has made some hard changes in inbound marketing strategies that have existed for years. While the intention of Google was to rid the internet of poor quality, even “spammy” websites from the web, there has been some effects on the traditional inbound marketing strategies of solid online businesses.

To adjust, many online businesses have focused their efforts to increase traffic in their inbound marketing strategies to avoid having their websites confused with what Panda and Penguin seek to chip away. In the viral marketing realm, the days of effective spam websites seem to be numbered, but they may take down some legitimate websites with them.

Panda is focused on purging websites that offer poor information and very little content. Often called “thin affiliates”, these websites merely feature a plethora of links to other websites in hopes of garnering profits from commissions. What was struck down consisted of long-tail niche and spam blogs along with web pages filled with link exchanges.

Penguin seeks to push good, high quality websites to the top of search engine results pages and remove the lower quality sites. Websites filled with links, broken links, keyword stuffing and link clacking are removed while social network links are given a new priority.

The combination of Panda and Penguin means reorganization as to the inbound marketing strategies to pursue to increase traffic. In terms of SEO or search engine optimization, there will definitely be subtle, but substantial changes. Here are some of the ways to augment your inbound marketing plans by altering your SEO strategies to meet these new challenges.

Focus on Quality

Providing high quality content will trump SEO strategies that focus on pure optimization. This basically means that you should create good, informative content and then use appropriate keywords more naturally rather than reduce the quality of your content by stuffing keywords inappropriately. Essentially, this in an “old school” move of inbound marketing that basically says to provide content your customer can use.

However, this doesn’t mean that standard SEO inbound marketing strategies should be abandoned, merely altered towards creating good content with fewer keywords rather than stuffing keywords into content and reducing their value.


The more you engage the visitors to your website, the better Google likes you. This means you should strive for more interactive content, such as polls, questions to your audience and articles and content that get responses. While Google is still rather mum on what exactly “visitor engagement” fully entails, it is clear that they are relying on the visitors to help determine the value of a website.

Customer reviews, more blog article comments and an emphasis on social network links and sharing can significantly help your website reach higher ground on search engine result pages.

Overall, your inbound marketing tactics will need to change to adapt to this new frontier. More quality, less optimizing on keywords and engaging in a viral marketing realm where visitor input can push your online business to the upper levels of search engine result pages.