--- title: Bouncing Back from Penguin 2.0 Hit description: One company's story of figuring out what went wrong after the Penguin 2.0 update and, now, how... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/google-logo-icon-Jan-23-2023-12-20-00-1118-AM-2-1-1.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Bouncing Back from Penguin 2.0 Hit ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [by Peter Devereaux](https://www.websitemagazine.com/marketing/author/peter-devereaux) 09 Jul, 2013 - - - [mailto:?Body=https://www.websitemagazine.com/marketing/bouncing-back-from-penguin-2-0-hit](mailto:?Body=https://www.websitemagazine.com/marketing/bouncing-back-from-penguin-2-0-hit) - Link Copied! ![Bouncing Back from Penguin 2.0 Hit](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/google-logo-icon-Jan-23-2023-12-20-00-1118-AM-2-1-1.png) *One company's story of figuring out what went wrong after the Penguin 2.0 update and, now, how to fix it.* Google's Penguin 2.0 update caused a lot of websites, including mine, to take a beating in terms of search engine rankings. If you're operating a small niche business, this can be deadly. When you're appealing to a narrow market, your target audience has to be able to find you. It quickly became apparent that even though Google designed the Penguin 2.0 update to counteract artificial search engine optimization, some of the sites that emerged as the biggest winners in high-profile searches were obvious spam sites. Further analysis of sites that suffered dramatic changes in search engine status, whether positive or negative, revealed that the authority of linking sites makes a huge difference. Sites that emerged as winners after Penguin 2.0 had many more links from high-domain authority sites, while sites that ended up being losers had many more links from sites with only moderate domain authority. In order to regain our status for HelmetMan.com, it was clear that we needed to work harder to get links from a wide variety of high-quality sites. To get these great links, we knew we needed to create even more valuable content that would attract people into linking to us. In the aftermath of Penguin 2.0, we're refocusing our energy on great content, like blog posts and high-level PR, which provides information that both experienced power sports enthusiasts (our market) and newbies will find valuable. We're also working on establishing a stronger brand identity for The Helmet Man, because good PR is the best way to earn positive attention in a natural way. It's a challenge that tests our creativity and especially our resilience, but I wouldn't have gotten into the helmet business in the first place if I wasn't serious about surviving to fight another day. After Penguin 2.0, my team and I are looking forward to the challenge of rebuilding an online brand that's as strong as the products we sell. *Tom Doran is the owner of [The Helmet Man](https://www.thehelmetman.com/), a Web resource selling protective headgear for sports ranging from automotive racing to snowboarding. He has over 20 years experience in the power sports industry and previously served as the president of Bell's motorcycle helmet division. Tom has worked with top power sports athletes, like Jeremy McGrath and Larry Ward, to develop and test helmets that set the technological standard for safety, style, comfort and reliability.* ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [Peter Devereaux](https://www.websitemagazine.com/marketing/author/peter-devereaux) As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field. - - - - - [mailto:peter.devereaux@websitemagazine.com](mailto:peter.devereaux@websitemagazine.com) #### Popular Post ### [31 Back-to-School Keyword Targets ![31 Back-to-School Keyword Targets](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/schoolbus-1-1-1-1.jpg)](https://www.websitemagazine.com/marketing/31-back-to-school-keyword-targets) ### [GoDaddy Goes .XXX ![GoDaddy Goes .XXX](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-15-39-1451-AM-Apr-10-2023-01-36-09-0977-PM-3-1.png)](https://www.websitemagazine.com/marketing/godaddy-goes-xxx) ### [23 Cool Tech Facts ![23 Cool Tech Facts](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/fact_100x100-2-1-1-1.png)](https://www.websitemagazine.com/marketing/23-cool-tech-facts) #### Subscribe to Our Newsletter! 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All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Peter Devereaux", "url" : "https://www.websitemagazine.com/marketing/author/peter-devereaux" }, "dateModified" : "2023-05-01T21:31:23.714Z", "datePublished" : "2013-07-09T05:00:00.000Z", "headline" : "Bouncing Back from Penguin 2.0 Hit", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/google-logo-icon-Jan-23-2023-12-20-00-1118-AM-2-1-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/marketing/bouncing-back-from-penguin-2-0-hit", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Peter Devereaux" } ], "headline" : "Bouncing Back from Penguin 2.0 Hit", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```