March of Google’s Penguin
Google has made significant refinements to it’s search algorithms with a new ‘Penguin’ update. Penguin is the name for a group of algorithm updates intended to improve search quality in a particular way. Google names these updates based on their intentions. ‘Penguin’ is looking to tackle ‘black hat’ SEO techniques called link schemes which inflate the rank of the site on organic search. These usually are paid for on other sites, and are intended to exploit Googles traditional way of ranking websites which uses the number of inbound links to that site.
Other improvements have been given names like Panda and the Page Layout Algorithm Update, which focused more on the quality of the site for the user. Panda down ranked sites which led to bad user experience, and PLAU focused on pages with too many ads.
This new update was made on 17th of October and some companies are already reporting they have seen changes to site page rankings.
What is so good about this is that the latest Penguin update is aimed at improving both the lives of users and also the lives of webmasters.
Sites are likely to be ranked quite differently. With previous Penguin updates some sites were heavily penalised causing a great deal of controversy in the SEO world. The new changes are believed to be going to work more on the page levels rather than the site, and will be more regularly assessed, so that recovery efforts by SEO professionals can be registered more quickly.