The document discusses Google's Penguin update which changed their search algorithm. This has caused rankings to fall for DiamondGeezer's site. The update targeted thin content, lack of updated pages, and an overreliance on the keyword in inbound links. The summary recommends DiamondGeezer improve page content by adding videos, images, guides and articles to build authority and make their pages the best resource on the web for their niche.

2. What has happened?

3. Google Penguin

4. Earlier this year, Google updated its search
engine algorithm – the method with which it
uses to calculate its results page. This change is
known as the Penguin update. Here’s some
background on what this means.

5. http://www.sacbee.com/2012/06/06/4542201/google-updates-force-
reputation.html

6. http://www.cnbc.com/id/47413065/Google_s_Penguin_Freezing_Out_Small_
Business_Searches

7. What does this mean for
DiamondGeezer?

8. Since the Penguin update, rankings have fallen heavily.
Here is a list of the possible triggers.
• Links from poor quality or irrelevant sites
• Keyword stuffing or excessive on page optimisation
• Excessive duplicate content
• Thin content, or pages that not updated regularly
• A high percentage of keyword rich anchor text in
inbound links

9. The first three points are not relevant to your
site. However, the second two look to be the
source of the issue.

10. Thin content

12. While the site is well designed, there is little
content on each page. Let’s take this page as an
example:
http://www.diamondgeezer.com/wedding-
rings/

13. Word count: 485

14. Now, let’s compare that to the #1 result for
‘wedding rings’:
http://www.weddingrings-direct.com/

15. Word count: 2579

16. As you can see, the second site has around 5
times the content.

17. Anchor text distribution

19. Going back to
http://www.diamondgeezer.com/wedding-rings/, we
can see that the term ‘wedding rings’ dominates the
page’s inbound links.

20. So, what’s next?

21. Content Marketing

22. Over the next few months, our suggestion is not
just to improve pages such
http://www.diamondgeezer.com/wedding-
rings/for SEO, but to build them into a leading
resource.
As this infographic suggests, becoming an
authority in its niche is the way forward.

24. To improve the pages, videos, images etc will be
added, along with ‘how to’ guides, articles and
other useful resources.

25. Our intention, simply, is to make them the best
on the web.

26. Why us?

27. In this new climate, we believe that we are best
positioned to not just meet Google’s new
requirements, but exceed them.
Our team of writers have won numerous
awards, published novels, blogs and works of
non-fiction, and taught and lectured all over the
world.

28. We appreciate that this is a major difference to
our previous proposal. However, we firmly
believe that this is the most effective way going
forward.