Google Penguin is an algorithm update that was first introduced by Google in April 2012. The main objective of this algorithm was to down-rank sites whose links it deems manipulative. Prior to the release of Google Penguin, websites commonly used dubious link schemes to gain higher rankings in Google search engine results pages (SERPs). Since then, if Google Penguin detects a website carrying out such practices, it assigns a severe penalty which impacts their ranking.
Google Penguin is aimed at reducing search engine optimization (SEO) cheating. It targets websites using ‘black-hat’ SEO tactics such as keyword stuffing, invisible text, link schemes, and duplicating content. The Penguin update, like other Google’s updates, is designed to ensure users find high-quality, relevant content when they search.
For example, let’s say a sports equipment website has hundreds of inbound links from a pet supplies site that doesn’t have any experience with sports equipment. This would be a red flag to Google Penguin that the sports equipment site might be trying to manipulate search rankings through link schemes. As a result, Google Penguin may downrank the sports equipment site in its search engine results.
When Google Penguin was first launched, it impacted around 3.1% of all search queries in English, which is a significant number of websites. This clearly indicated that many sites had been employing manipulative SEO tactics to unfairly improve their rankings.
It’s worth noting that when a site is penalized by Google Penguin, it’s not always quick or easy to recover. Sites must remove or disavow low-quality links and then wait for a Google refresh or update to see an improvement in their Google rankings. If Google finds more manipulative links, the site could get caught in the Penguin penalty all over again.
In order to avoid falling foul of Google Penguin, it’s recommended that websites focus on building high-quality content that naturally earns high-quality inbound links. In addition, it’s advised to regularly audit a site’s link profile to identify and remove any low-quality or untrustworthy links.
Lastly, Google integrated the Penguin update into its core algorithm in 2016. This means that it now runs in real-time, so changes will be much quicker, both for penalties and recoveries.
The information mentioned here has been gathered from numerous sources, including Google’s Webmaster Central Blog and the Search Engine Journal, which are recognized as highly reliable sources in the field of digital marketing and SEO.
Sources:
- Google’s Webmaster Central Blog: https://developers.google.com/search/blog/2016/09/penguin-is-now-part-of-our-core
- Search Engine Journal: https://www.searchenginejournal.com/google-algorithm-history/penguin-update/
