What Does Google’s Penguin 4.0 Mean for Your Business?

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The latest update in Google’s algorithm offers both opportunities and dangers for business owners. The first for two years, Penguin 4.0 is also one of the most far-reaching and effective in improving the quality of websites (and therefore the user experience). It is also the last time webmasters will be informed as the algorithm has now been absorbed as an integral part of Google’s core algorithm.

Indeed, Penguin’s data is now delivered in real time, meaning it is now more reactive, with webmasters not having to wait until periodic updates to view their site’s performance.

So what is Google’s Penguin 4.0 and what does it mean for your business?

What Exactly is the Google Penguin?

Originally released in 2012 as part of the search engine’s way to determine search rankings, Google Penguin is the nickname given to one of Google’s periodic algorithm changes focusing on the credibility of links to a website. Its purpose is to reward those websites that practice good SEO marketing by obtaining natural links through white hat networking effort. Conversely, it punishes websites with poor SEO practices, such as those who purchase spammy links from link farms or networks which look to artificially inflate SEO rankings.

What was Involved with the Penguin 4.0 Update?

Perhaps the most important element of Penguin 4.0 is that it is now part of Google’s core algorithm. This means any changes in ranking — promotions or demotions — are conducted in real time as the algorithm analyses changes done to improve SEO by the webmaster. This brings the algorithm closer to its goal of catching spam links as soon as is possible and prevents sites of poor quality from reaching high on search engine rankings. It also devalues the use of spam. It achieves this by being more granular, adjusting the site’s ranking based on spam signals.

How Might My Website Be Affected?

You will need to monitor search engine rankings on major categories of your keywords to discover if your site has been affected. As with all changes, it is possible that your site has been affected by Penguin 4.0. If you find an abnormal drop in search engine rankings, this may be due to the update and it is recommended that you examine your site to remove any irrelevant links that may have been obtained through a black hat method. This may be done in-house or through a professional content marketing agency.

What Can I do to Protect My Website from Further Updates?

There are many ways to protect your website from further drops in SEO rankings due to a Google algorithm update. However, this may prove difficult to keep track of and implement without professional advice. The best way to protect your website from being punished by a drop in search ranking is to hire an online marketing agency. As Google’s algorithms will now be conducted in real time, it is important to constantly monitor your site’s performance for spammy links, correct SEO copywriting and keyword efficiency.

Keeping your website on the front page of Google rankings for relevant search terms is important for any business, particularly small business owners. The latest Google Penguin 4.0 will focus the mind of many webmasters on improving quality if links on a site. However, there are many positives about the latest changes to the algorithm. As the official Google blog states: the latest update will give webmasters even more scope to create “amazing, compelling websites”. More regular monitoring and control gives you the licence to constantly monitor and improve your website.

Interested in hearing more about how a professional content marketing agency can help with your SEO? Contact us to find out how we can help with your search engine rankings and boost traffic to your site. We are an online marketing agency that offers a wide range of local SEO services for our clients.

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