On April 24, 2012, Google released what is called the “Penguin Update”. The purpose of this update was to penalize and halt the promotion of websites that were using black-hat SEO techniques. Before the Penguin update, websites could use keyword-stuffed anchor text, purchasing links, and other dishonest tactics to boost their site and content’s rankings. Previously, the simplest way to boost your ranking was to acquire as many links as possible for a site, regardless of the quality and relevance to the site. Sometimes this was done simply by purchasing links from other websites to boost and artificially “optimize” a website. Another way was to partake in what is called “link farms”, where networks of websites are created solely for the purpose of link exchange and boosting ranks. This sort of Link Spam as well as other forms of manipulative SEO tactics were heavily targeted by the Penguin Update.
The Penguin Update had a profound effect on SEO for Google websites. Sites that were previously practicing black-hat SEO techniques saw a significant drop in their SEO ranking, with some sites disappearing completely from certain searches. Because of the new standards set by the Penguin update, websites had to work on recovering their ranking and disavowing harmful links, which Google actually provided a Disavow Tool in order to assist with this. By implementing the Penguin Update Google made it clear that manipulative systems and tactics for gaining an edge in rankings would not be tolerated, and that any websites that wish to rank highly must do so with White-Hat SEO tactics. Google also emphasized their value of quality over quantity, and that natural, relevant, quality links that add value to websites are what is required if a site is going to be ranked highly.
By tweaking their algorithm in this way, Google managed to improve the results of user’s searches with a system that sorted out manipulation and dishonesty more automatically than it had been before, and acted as a turning point for SEO to be done with clean, white-hat tactics moving forward.
2 Responses
I had never heard of the “Penguin Update,” so your blog was pretty interesting to read! It is good to know that Google is taking action to help limit the practice of black-hat SEO and help to lower their ranks. As you mentioned in your blog, it also helps those sites that are practicing appropriate SEO techniques to continue up in the ranks and have their ethical strategies pay off.
Since I am a fan of penguins, my curiosity was peaked by this title. Your post did not disappoint. Thank goodness the Penguin Update happened. I like the point about google valuing quality over quantity, that is a great point to backup spammy black hat practices and how they are ineffective. I enjoyed reading your post!