The Penguin update refers to a compilation of Google algorithm updates and data updates that have been implemented in the period from 2012 to 2016.
History
There have been six Penguin updates so far:
- Penguin 1.0: Algorithm Update April 24, 2012.
- Penguin 1.1: Data update May 24, 2012.
- Penguin 1.2: Data update on October 5, 2012.
- Penguin 2.0: Algorithm update on May 22, 2013.
- Penguin 2.1: Data as of October 4, 2013.
- Penguin 3.0: Data update on October 17, 2014.
- Penguin 4.0: Updated on September 23, 2016.
Matt Cutts discussed the impending effects of Penguin update 2.0 a few hours before its launch.
Goals of Google Penguin updates
The purpose of the Penguin updates was and is reduce manipulation of search results. To this end, Google has introduced a totally new algorithm that specifically looks for unnatural page optimization. It is unknown which variables are used precisely. In this way, there are prevailing assumptions in the SEO industry about the background and possible measures. An analysis of the websites that were negatively affected by these updates shows clear indicators.
Penalties and devaluations due to Penguin updates
Google intends to reduce web spam with these updates. This refers to all measures and techniques that violate the Google Webmaster Guidelines in the context of search engine optimization for the purposes of higher rankings. Websites that use spam measures for optimization are penalized for these updates, resulting in notable loss of visibility or even a complete ban on SERPs.
"We want people to do white hat search engine optimization (or even no search engine optimization at all […]" (Matt Cutts, 2014))[1]
The main focus was on web spam linked to backlinks and keyword stuffing.
Link purchase
Buying links is one of the main themes of the Penguin update. When buying links, both the buyer and the seller violate the real principle of a link, that is, that it consists of a recommendation. In this way, Google tries to fight paid links. On a larger scale, Google cracks down on link networks as part of the update. Apart from this, not only the websites that bought the inbound links are penalized, but also the seller. The algorithm can detect paid links to a certain extent and must meet assessable criteria such as link text or content relevance. Concurrent with algorithm updates, Google has been taking manual steps to locate link buyers and sellers for some time now.
Link texts and achor texts
Many search engine optimizers have accumulated a huge amount of links over a long period of time that is linked to money keywords. Other anchor texts such as brand or non-brand keywords (such as "You can find more information here") were relegated to the background or even completely neglected. These unnatural link profiles with more than 60 percent of money keywords are a clear indicator of web spam action for Google Penguin, since natural link profiles do not have such a high density of keywords of money.
Link building that is too fast
Before companies get into link building, the number of links that refer to their web portal tends to grow slowly. If sudden and extensive link building measures are taken and the usual three links a month suddenly hit 50, this is reason enough for Google to take a closer look at where they came from.
Links in an irrelevant environment
Natural links are generally established by websites related to the topic. A lover of the "fish tank" topic would not generally inform his readers about the best deposit accounts. In other words, a link that appears suddenly in a text that is totally irrelevant is quite suspicious.
Lower backlinks
Lower backlinks are links from poor quality websites or that were established solely for the purpose of link building. Certain link positions are also suspect. Some examples are backlinks:
- from link lists or link farms
- of directories of posts and web catalogs
- of outdated news archives
- from blog comments
- footers
- of websites already penalized
- of link networks
For this case, the existence of such links is not such an important factor. The key point from Google's perspective is the quality of the backlinks. Low quality is an indicator of webspam.
Keyword stuffing and keyword over-optimization
The over-optimization of the web portal for a single keyword is as obvious as the excessive keyword stuffing. Extremely high keyword density, which is very noticeable especially on longtail keywords, can result in a penalty.
Review
Many of those affected by the update felt unfairly treated because they had little background evidence regarding their penalties. This is mainly because Google publishes very little information about the deciding factors that influence the Penguin update. To check if a website is legitimately affected by the Penguin update, it is recommended a detailed analysis of the site (scrutiny and subsequent correction of the web), for example, by Ryte. Fundamentally the link structure and content must be examined in detail. In case your website was unfairly penalized for the Penguin update, Google has provided an online claim form.
Relevance for SEO
If a website has been subject to loss of visibility shortly after a new Penguin update was released, those affected should first review why. Very usually the web operators themselves already know the mistakes that they may have made in search engine optimization, for example, in connection with the construction of a one-sided link profile or the purchase of links.
Otherwise, an investigation of the backlink profile can provide information. Any disclosed spam measures must now be reversed. In particular, it involves the manual removal of "bad" links and streamlining the link profile. This can be achieved if the web operators in question ask the other operators to remove the links.
At the same time, in October 2012, Google launched the link reject tool, with which webmasters can have Google check for unnatural or spam links and devalue them as necessary. At the same time, natural-looking links can be built to actively reinforce the backlink profile.
