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公開日:2016.05.27

SEO対策に影響するペンギンアップデートとその対策とは?

前回に続いて、Googleのアルゴリズムの話し。今回はペンギンアップデートに関して。世に言うSEO対策とは「検索エンジン最適化」の事で、その方法は「内部対策」と「外部対策」に分かれます。要はサイトの順位を狙ったキーワードで上位表示しげたければ、「サイトの内部の改善」と「サイトの外部要因」がありますよ、と言う事。前回のパンダアップデートは、サイトの内部に関する事でしたが、今回のペンギンアップデートは、サイトの外部要因の話しです。

そもそもペンギンアップデートとは?

ペンギンアップデートとは、検索エンジンを騙し、意図的に上位表示を狙ったサイトを排除するアルゴリズムです。主にリンクに関するペナルティを課したアルゴリズムで、自作自演の被リンクサイトやサテライトサイト、相互リンクのみを目的としたサイト及びその利用者達を一斉に駆逐し、2012年4月に初めて導入されてから、不定期で行われ続けていて、多くのSEO業者やその顧客たちが影響を受けました。

何故、ペンギンアップデートを導入したのか?その背景とは?

僕がこのインターネット業界に入った10年以上前は、SEO対策は驚くほど簡単で、リンクを貼ることのみを目的としたサイトの作成での被リンク網の構築、リンク集サイトの利用、被リンクの購入など、お金やちょっとした手間をかければ(Googleのアルゴリズムの裏をかき)上位表示に成功させることが容易い時代がありました。

しかしその方法が使えるとなると、内容のないサイトや、リンク誘導のみを目的としたアフィリエイトサイトなどで検索エンジンの上位が占められるキーワードも出だします。Googleの目的はユーザーとユーザーが求める情報をマッチングさせる事ですので、内容の無いサイトを上位表示させるわけにはいきません。その為に上位表示において大事な外部要因で、被リンク対策、被リンクの売買、相互リンク集の利用などを行い、検索エンジンを騙すサイトや業者を駆逐しようとして導入したのがペンギンアップデートなのです。

 

どのようなサイトが影響を受けたか?

①プログラムにより自動生成されたリンク集を運営するサイト

②検索エンジンを騙す事を目的としたリンクネットワーク

③不正なリダイレクトを利用したサイト

④被リンクを自作自演で作成しているサイトや業者

⑤①〜④を利用するユーザーの運営するサイト

この様なサイトは軒並みペンギンアップデートに捕獲され、ペナルティという名の検索エンジンの圏外に飛ばされてしまいました。最初から内容の薄いサイトは論外ですが、折角内容のあるコンテンツを作成し、ユーザーに喜ばれるサイト作りを目指したにも関わらず、これらの利用や、これらを利用するSEO業者を利用したばかりに圏外に飛ばされてしまった例は沢山あります。

 

ペナルティを受けたら解除できるのか?

ペンギンアップデートやパンダアップデートでも同じですが、Googleからのペナルティを受けたサイトはペナルティの解除を行うことが出来ます。しかし僕も経験があるのですが、かなりの労力であり、ペナルティ解除サービスを行う業者もあるほどです。Googleに「悪さをしていました、すみません。それらの悪さを止めて、今はきちんと運営しているので許してください。」的な内容を詳細に送り、これらのネットワーク網を活用していたなどの情報を渡さなければいけません。そして認められれば、数カ月後にやっとペナルティの解除になります。

 

対策はきちんとしたサイト運営を心がけること

こういう風に思わせた時点でGoogleの狙い通りですが、でも今や当たり前で普通の事ですね。GoogleのWEBマスター公式ブログにも記載されていますが、

検索ユーザーが素晴らしいサイトを見つけて情報を得る、その手助けのために Google は多くの検索アルゴリズム変更を行っています。私たちはまた、検索アルゴリズムだけの為でなく、ユーザーの為に優れたサイトを作っている方々の努力が、きちんと報われてほしいと考えています。

ユーザーの欲しい情報を適切に発信し、Googleのアルゴリズムの裏をかく行為はやめた方が良いということですね。Googleのアルゴリズムを理解し、それに準じた対策(クロール最適化やhtmlの最適化等)は行っても良いと思いますが、アルゴリズムに準じない対策は絶対にやめましょう!

 

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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