Penguin Algorithm

Announced in April 2012, Google Penguin is an algorithm update aimed to reduce web spam, penalising sites that violated Google’s Webmaster Guidelines by using black hat techniques to obtain links and manipulate search engine rankings. It also rewarded websites with high quality link profiles.

How does Penguin 4.0 affect my SEO?

Despite this being one of the most important algorithm updates in recent years, the optimisation process is likely to have remained largely the same for your website. However, there are several things that need to be considered carefully:

Immediate penalties
If you are involved in any black hat SEO you will need to be aware that it’s likely you will face penalties almost immediately. However, you will also be able to resolve the situation much faster than before.

Rank fluctuations
As Penguin 4.0 re-evaluates link profiles in real time, fluctuations in rankings are likely to occur more frequently. However, it’s important to note that Penguin is only one of many possible reasons for a change in rankings. Your SEO agency will be able to help determine whether your rankings are being affected by Penguin 4.0.

Link evaluation
There’s been no indication that Google has changed the way it evaluates link quality with Penguin 4.0. Nonetheless, it’s a good opportunity to assess your own link profile and ensure you’re doing nothing that could trigger spam signals. If you’re concerned about this, it’s a good idea to ask your SEO agency to conduct a link audit which will help to highlight any links that could be problematic.

High quality content distribution
Many website owners previously relied on a specific page or area of a website to keep them high in the rankings. As Penguin 4.0 is more page-specific, having high-quality content and links distributed equally across a website is becoming more important. Ensure that you are not neglecting any areas of the website and this should not be a problem.

More SEO Guides


Event Tracking & Conversion Tracking

Event tracking refers to the measuring of interactions on a website beyond a web page load. Event tracking supplies data on how web visitors are engaging with a website, which makes it possible to optimise the SEO and PPC marketing campaigns to maximum effect


What Is Link Juice?

A site has an overall Domain Rank. This is the total amount of positive link metrics associated with a website as a whole. The Domain Rank is determined by the combined PageRank of all of the individual pages on a website.

Got a project in mind?

Let’s talk