Penguin Resurrection: How Googles Algorithm Struck Again

Google’s anti-spam guru Matt Cutts is back at it again. On May 22nd, 2013 Google rolled out its latest animal-themed algorithm. This one is known as Penguin 2.0 and its purpose sheds more light on Google’s goal to make the usability of their search engine the best it can possibly be.

The point of these updates is to combat webspam and illegitimate SEO strategies while simultaneously highlighting the sites that do it right. While virtually no one in the world outside of Matt Cutts’ office knows exactly how the most recent algorithm changed, there are some basic conclusions that industry experts are starting to settle on. From the man himself:

“It’s a brand new generation of algorithms. The previous iteration of Penguin would essentially only look at the home page of a site. The newer generation of Penguin goes much deeper and has a really big impact in certain small areas,” Cutts said.

It appears that this update is more multifaceted and in-depth than ever before. It’s great news for the internet and terrible news for those that thrive on illegitimate SEO strategies. A few weeks out from the update, these are some ideas many have settled on about specifically how Google is progressing their anti-spam strategies with Penguin 2.0:

1) Targeting sites with shallow content

Google has always favored quality websites, but it’s been and still is a work in progress for the company’s robots to distinguish between legitimate and shallow content. If a site is producing and sharing organic, relevant and natural information, they shouldn’t have anything to worry about within this wave of updates. Or any future update, for that matter. Great content will always be king.

Crucial: Penguin 2.0, although no one is certain, most likely strives for increasing penalization of sites that have shallow, irrelevant or sketchy content. It’s an assumption that’s safe to assume for anyone operating a website in 2013. Make the content what it should be and everything will be fine.

2) Penalizing Questionable link profiles

A quick way to determine a site’s integrity is to take a quick gander at its incoming and outgoing link profiles. This helps to determine whether or not the domain is linked to relevant and quality sites. If it is, then it has great potential to be ranked in a particular niche.

Link profiles give away a lot of information, and Google knows this. All of the algorithm updates have targeted questionable links, and it can be assumed that Penguin 2.0 does so even more aggressively. Some scheming approaches to SEO avoid Google’s watchful eye, but link portfolios are dead giveaway to anything fishy.

Crucial: Penguin 2.0 is all about integrity. A link profile that shows sophisticated link schemes is suggestive of SEO manipulation. Matt Cutts and his team are surely on top of it.

Google is always trying to make its search engine is the most navigable system on the web. Part of that process is cracking down on domains that manipulate rules for personal benefit. Shallow content and questionable link profiles are widely considered to be two critical focus points of the new Penguin that’s been waddling around the web. Take note of it!


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