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Penguin 4.0 – What You Need to Know

After the usual nervous wait, Google announced that the latest update to the Penguin algorithm was released on September 23, 2016.

If your business or organisation has a website, then Penguin 4.0 is relevant to you.

In this blog post, I’ll look at some of the key aspects you need to know.


So What is the Penguin Algorithm?

Google first released the Penguin algorithm in April 2012.

Essentially, it was part of the search giant’s continued efforts to promote genuine, high-quality websites and penalise ‘spammy’ sites.

The Penguin algorithm did this by focusing on your website’s backlinks, penalising websites that were identified as having unnatural backlinks.

There has been a steady stream of Penguin updates since 2012, with each increasing in strength.

So What is Different About the Penguin 4.0 Update?

The Penguin 4.0 update is still focused on identifying improper use of backlinks but Google has now incorporated it into the core search algorithm.

This could be seen as an indication of the importance Google is paying to Penguin, and hence to backlinks.

It also means that Penguin will no longer be updated periodically.

Instead, it will be updated in real time and this could be of benefit to business website owners.


How Can Penguin 4.0 Benefit Me?

Until now, Penguin updates happened periodically. This meant that any sites that had worked hard to improve their backlinks profile might not see any improvements in ranking until the next update.

Now, Penguin is updated in real time, so improvements in backlink strategy will be reflected much more quickly in better search results.

Penguin 4.0 is also much more granular in approach than its predecessors.

This means that it downgrades rankings based on specific spam signals, rather than penalising the entire website.

So What Should I be Doing About Penguin 4.0?

Essentially, you should be doing the same things as ever. That is, ensuring that your site has good quality, regularly updated, original content.

That content should also be relevant to and focused on your business area. You should also audit all backlinks to your site.

As an online Business Development Advisor based in Surrey, I can help you understand more about Penguin and all aspects of SEO.

If you would like help implementing your strategy, you can contact me to make sure you are making the most of your online assets.