Fred Zarahdnik (Manager, Search Marketing) and Andrew Stanten (President) love the new Google Penguin.

Penguin inflicts hefty search ranking penalties on websites that cheat in the search rankings game. This is not new ground for Google, as they are continually fiddling with their search algorithms to deliver increasingly more accurate and relevant search results. But the Penguin update really sticks it to sites that use “black hat” SEO tactics to trick Google and its users.

The good news is, if you’ve been playing nicely by “white hat” SEO rules, your website could actually come out ahead as the gimmicked sites fall off the search rankings. But if you’ve been trying to fool the system, even a little bit, you could end up being pecked to death by a Penguin.

How to tell if Penguin has penalized your site

Look at your website traffic starting April 25, 2012. If it has gone down noticeably compared to previous months, you may be getting penalized. If your traffic is holding steady, you are safe from being penalized by this update. And if traffic has actually increased (as it has on some of the sites we’ve developed), congratulations! Your hard work is being rewarded as the schemers fall by the wayside.

“We’ve always targeted webspam in our rankings, and [Penguin] represents another improvement in our efforts to reduce webspam and promote high quality content,” Google wrote on its Webmaster Central blog on April 24. “While we can’t divulge specific signals because we don’t want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics.”

Playing by the SEO rules takes more thought, planning and effort, but it’s the only way to keep website traffic on a positive track. And it’s the right thing to do – for both you and your clients.

Key targets of the Penguin update

We found a number of good sources that have conducted in-depth research and deduced what Penguin’s been doing – and how to best manage sites according to the rules of effective SEO. Dr. Peter Meyers of the leading SEO site SEOmoz has identified three primary black hat tactics most affected by Penguin.

Artificially high numbers of inbound links to your site, including identical anchor text. For example, if you sell blue widgets, and there are thousands of links coming into your site – and/or multiple links from individual pages within your site – that use the words “blue widgets” as the linked text, your site is at risk.

Overuse of exact-match domains. If you are using multiple domain names that contain common search terms – such as blue-widgets-now.com, blue-widgets-pa.com, cheap-blue-widgets.com – to publish sites with low-quality content and link-heavy copy, your site is at risk.

Low-quality article marketing and blog spam. If you subscribe to an outsource service or a black hat SEO company that places hundreds of low-quality “articles” around the web that include spammy links back to your site, your site is at risk

How to optimize for search without getting penalized

First, if you feel that your site has been unfairly penalized by Google, you may complete a reconsideration form posted by Google at goo.gl/klCZG.

Also, be sure to check with the technical expert who manages your website. Google significantly stepped up its warnings to webmasters preceding Penguin. If your tech team has Google warnings on file, you should know about them and their contents.

As a good starting point, consider Google’s own quality guidelines:

Make pages primarily for users, not for search engines. Don’t deceive your users, or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”

Avoid tricks intended to improve search engine rankings. Every business owner has been tempted by unscrupulous shortcuts, and search engine ranking is no different. You’ll be wooed by many a black hat SEO company promising you first-page rankings and skyrocketing traffic – but at what cost? You may get more traffic, but much of it will be unqualified – a complete waste of your time. But more importantly, the web isn’t the Wild West any more. Today it’s a full-fledged society with rules, checks and balances. Ask yourself, ”Would I operate my business this way if search engines didn’t exist?”

Don’t participate in link schemes designed to increase your site’s ranking or PageRank. In particular, avoid links to web spammers or “bad neighborhoods” on the web, as your own ranking may be affected adversely by those links.

Don’t use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate Google’s terms of service.

At Altitude Marketing, we’ve long been believers in doing SEO right – the “white hat” way. We are proponents of an integrated approach to SEO that builds search rank based on useful content, strong media relations work, quality inbound links from partners and other affinity sites. It takes more thought, planning and effort, but it’s the only way to keep website traffic on a positive track. And it’s the right thing to do – for our own clients, and for our client’s prospects and customers.

So don’t take our word for it. Listen to Envato’s Appstorm, where Ticksy just earned a coveted “10/10” review.

(That’s 10 out of a possible 10. Perfecto. Parfait. Pretty sweet, huh?)

“The UI is simple, clean and minimalist, and incredibly straightforward,” reviewer Connor Turnbull wrote. “The app isn’t plagued by levels of navigation or completely useless rubbish. Instead, it focuses on what’s important and allows you to get through customer support requests in a breeze.”

Can’t say we disagree. After all, Ticksy was created specifically to be a simple, inexpensive and Envato-friendly alternative to all the bloated help desk apps on the web.

Anything else, Connor?

“At just $5/user/month, it’s fantastically priced for such an amazing product,” he wrote. “If you’re working independently, or as part of a team, Ticksy is well worth considering, especially if you’re looking for a simple integrated way to support your customers from the Envato marketplaces!”

That’ll do. And we’re not done yet. With new features on the way, Ticksy is about to get even better – and more interactive. There’s more on that coming soon at ticksy.com.

READ THE FULL APPSTORM REVIEW

Altitude conceived and designed the site – http://www.lancelottaconsulting.com – to showcase the unique abilities and expertise of the Boston-based company.

“Lancelotta Consulting really is a different kind of consulting company,” said Adam Smartschan, Altitude Marketing’s Manager, Editorial Services. “They zig where others zag, using their background and skills to offer clients a whole new level of flexibility, engagement and insight. We worked hard to crystallize that message, and I’m thoroughly pleased with the result. The Altitude team is growing rapidly, and it’s validating to see the entire team come together on such an important, complex project.”

The site was architected with sleek, intuitive navigation in mind, making it as easy as possible for users to learn about and contact Lancelotta. Special emphasis was placed on the company’s individualized market research process and testimonials from influential decision-makers in the pharmaceutical and biotech industries.

Click here to view the new LancelottaConsulting.com.

Honestly, I was a little afraid to write this post. My gratitude to Altitude can’t really be expressed fully on the screen. To truly say how I feel about my internship experience, I’d need fireworks, a winning lottery ticket and 76 trombones. The real world skills I have acquired this year can hardly fit on my resume, and the relationships I’ve made with my mentors and coworkers will always be kept near to my heart.

Graduating Muhlenberg College with a year of public relations experience leaves me confident as I march toward the future. If you’d told me a year ago I was going to be moving to Washington D.C. to work with one of the largest PR companies in the world, I would have never believed you. Altitude Marketing invested in my learning and gave me responsibilities most interns only dream of.

At Altitude, I was able help lead the launch of Kiwaii 100% True New Zealand Spring Water into Giant Food Stores in Pennsylvania and Maryland. I was responsible for ensuring the product rollout’s success by generating positive media coverage, authoring the press release, managing the internal approval process and reaching out to editors. After generating a list of leads, I mailed interested media members the press kits that I helped create. I then followed up with each editor personally and helped to coordinate a donation program for local gyms.

Working hard to play hard has become my official mantra thanks to Altitude.

Did I mention this was only two months into my internship? Altitude rules.

My internship at Altitude was a life-changing opportunity. I actually looked forward to getting out of class and going to work as a senior in college. The office was always filled with laughs, smiles and meaningful work that truly benefited our clients. Altitude has shown me how to take the big-picture approach to marketing while incorporating our clients’ unique needs. I always knew where in the plan my assignments fit – and they were all an integral part of our client’s success.

As I leave Altitude, I’m taking with me a toolbox of skills and a heart full of great memories: All the times I forgot to turn off the fish tank water, going out for ladies lunches, picking out our animal lookalikes while drinking a methuselah of very good beer, smiley face IMs from Justin, getting drinks and flaming cheese at Yianni’s – and, of course, joking around with Chelsea.

Working hard to play hard has become my official mantra thanks to Altitude. The collaborative environment of the office has always made me feel like a valued part of the team. But it’s more than a team, really – I feel like I’ve become part of a family.

Leaving the nest won’t be easy, but I have never felt more prepared to fly.

Leaving the nest won’t be easy, but I have never felt more prepared to fly. Thank you so much to Andrew, Gwen, Stan, Chelsea, Jaime, Jeremy, Fred, Liesel, Adam and Justin for accepting me and teaching me the irreplaceable feeling of accomplishment through collaboration.

Many thanks to Laura Eppler and the team at the Ben Franklin Technology Partners of Northeastern Pennsylvania for their hard work in coordinating the i xchange networking event May 8 at Lehigh’s Zoellner Arts Center.

Eight members of Team Altitude were among the more than 500 attendees, and all thoroughly enjoyed the night — from the shrimp to EcoTech Marine’s acceptance of the Entrepreneurial Achievement award.

We look forward to another successful i xchange next year!

“We found a strategic and creative agency partner that offers an integrated solution, bringing a fresh, new perspective for our brand. Altitude possesses an established track record of success, a depth of talent, and a blend of strategies to increase awareness of the Olympus Professional Dictation Systems,” said Olympus’ Senior Marketing & Business Development Manager, Amy Leslie.

Olympus has been developing innovative technology solutions since 1919. Their industry-leading line of audio products includes professional dictation equipment, digital voice recorders, PCM recorders and more.

Olympus’ professional dictation systems are designed to streamline workflows for doctors, lawyers and other professionals. Altitude will support the product line by providing a variety of integrated marketing services, including web development, public relations, digital marketing, advertising, trade show planning, dealer outreach and more.

“Altitude and Olympus are ideal partners,” Altitude Marketing president Andrew Stanten said. “Altitude is an integrated marketing company with expertise in every facet of the industry. Olympus’ professional dictation systems are used in nearly every professional setting. Both companies’ core values include leveraging the latest technology and providing superior service. It’s a perfect fit.”

Journalists interested in more information about the Olympus’ Pro Audio line, or review units and high-resolution images product images should contact Gwen Hoover, Altitude Marketing, 610-421-8601 x105.

Hamilton Beach Model 31103

Altitude Marketing is pleased to announce the newest addition to its Emmaus, Pa., offices: a Hamilton Beach countertop convection oven. Its position – on the counter, next to the Keurig – was created in response to the firm’s rapid growth, and its employees’ desire for hot, crisp lunches and snacks.

The oven is expected to cook food to a maximum of 450 degrees for as long as two hours, as well as catch fire less often than the previous toaster oven. It is expected to be the primary point of contact between cold, leftover pizza and deliciousness. Altitude clients are expected to directly benefit from their marketing team’s enhanced nourishment.

“The minute we saw the Hamilton Beach Model 31103 countertop convection oven, we knew it was just the piece the Altitude family was missing,” Altitude Marketing President and CEO Andrew Stanten said. “Its versatility, extra-large capacity, multiple cooking racks and accessories will allow us to serve our clients better than ever, and its convection setting bakes faster and more evenly than a traditional oven. This addition was a no-brainer.

“Plus, the thing can cook and baste a 5-pound rotisserie chicken. Our staff simply didn’t have the bandwidth or skill for that before. Ever seen Zukowski try to cook a chicken? Pathetic.”

The oven is originally from China. Before coming to Altitude, it served briefly in an Amazon warehouse and aboard a UPS truck. Away from the office, it enjoys working on its “Microwaves Are Overrated” blog and reading “The Hunger Games.”

Instagram attracted more than 31 million users in less than two years.

Social media has always been visually inclined, but as technology and techniques have advanced, so has the role of images in social networking.

It’s not simply about tagging Facebook photos and tweeting vacation pics anymore; now, Pinterest and Tumblr rule the roost, and Mark Zuckerberg just paid $1 billion for Instagram.

From virtual scrapbooking and pinning to mobile photography, it’s a whole new world for social image sharing. And it’s high time you took advantage by rethinking how you represent yourself – and your business – visually.

Just as great marketing collateral wouldn’t be complete without photography and graphics, your social media presence wouldn’t be, either. I’m not talking about blinking backgrounds and animated GIFs on some tacky MySpace profile. Social media imagery in 2012 is about displaying tasteful, professional-quality images in a rich format – conveying key messaging and aiding customers.

Why is this important? To put it simply, people are wired for visuals. In 2005’s “Upside-Down Brilliance: The Visual-Spatial Learner,” Linda K. Silverman wrote that nearly 30 percent of the population consists of primarily visual thinkers, and another 45 percent uses both visual and word-based thinking. That’s 75 percent of the population that can be reached effectively through the use of imagery. And 75 percent of the population is a lot of potential customers.

EcoTech Marine’s new Facebook cover photo uses striking photography to connect with customers. This allows them to connect their products with lifestyle.

With so much momentum behind visuals, where do you start? Simple: With a plan. The goal is to use today’s social image-sharing technology to enrich what you’re already doing, not to start from scratch.

• First, brainstorm your brand’s visual history/story. What images have you used before? Is there a thread that ties them together?
• Using the information you gained while brainstorming, consider the personality your brand should have. What are your company’s core values and messages? Keep them in mind.
• Make a plan, defining clear objectives and responsibilities. Who’s in charge of what? When will posts be made? How often is often enough? How often is too often? Know what you’re doing, and stick to it.
• Make sure your logo and corporate identity are well represented. Colors. Identity. It’s all tied together here. Make surfboards? That stock image of old guys in a suit won’t fly. Sell software to top-tier IT firms? No cute cat pics.
• Take your time when posting pictures and graphics. Don’t rush. A little Photoshop work – a little – goes a long way. Fix colors. Crop correctly. Eliminate red-eye. Remember: professional.
• Think before you post. If a picture says a thousand words, make sure they’re saying the right thing.

Social media is one of the most effective ways to reach potential customers, and they’re increasingly tuned-in to visuals. Fortunately, it’s easier than ever to provide rich, striking imagery on social platforms. By making a plan, sticking to it and using common sense, social imagery can become a valuable piece of your marketing toolbox.

Gerhart is Altitude’s former Marketing Coordinator. Her quick wits, sunny personality and attention to detail have made her integral to both the agency and its clients. As Altitude’s resident trade show specialist, Gerhart can always be counted on to take the initiative on a project, no matter how big or small.

In just more than a year at Altitude, Gerhart has used her organizational and problem-solving skills to help propel clients’ marketing and PR efforts to the next level.

“Chelsea is an absolutely integral part of the Altitude Marketing team, both internally and externally,” President and CEO Andrew Stanten said. “In many ways, she’s the face of the company for our clients. She’s the first person they see when they come into our office, and they last they see when they leave. She understands Altitude, its goals and its values, and that naturally translates into top-notch service for our clients.”

Gerhart is a graduate of Kutztown University and a product of Altitude’s college internship program.

Jaime’s efforts are instrumental in helping Altitude clients meet their overarching marketing goals. She ensures positive press coverage by writing, editing and distributing effective press releases, newsletters and abstracts, as well as by serving as the primary point of contact for media members. Her social media expertise and experience separates Altitude clients from the pack on Twitter, LinkedIn, Facebook and other social platforms.

“The planets aligned on this one,” Altitude Marketing President and CEO Andrew Stanten said. “Jaime’s experience, values and personality are an excellent fit, both for the firm and our clients. I am thrilled to welcome her into the Altitude family, and look forward to seeing the positive results she creates for our partners.”

Jaime previously worked for Booz Allen Hamilton, a leading strategy and technology consulting firm headquartered outside Washington D.C. There, she gathered and thoroughly tested functional requirements to improve the FDA’s inspection process, and served as an expert in Section 508 Compliance, ensuring FDA projects met required regulations.

Jaime, a graduate of Misericordia University in Dallas, Pa., is an avid baker and scrapbooker. She volunteers her time on the Easter Seals Walk With Me board.