Tag: Search Engine Optimization Gurus toronto

What is Penguin?

Penguin is often referred to as the bird that doesn’t take flight.  In this case, Penguin is a Google algorithm update that rolled out on April 24th 2012 of last year. Approximately 2 days later Google one of the highest valued companies in the world named the update dubbed as: Penguin. The main principle behind Penguin is to penalize websites that use manipulative methods to achieve a higher SEO ranking, such as excessive spammers related to links.

Before the new Penguin however, there was a series of algorithm updates named: Panda. Google’s rollout of Panda was to downrank websites that provided a poor user experience and web user engagement: ads etc… In January 2012 a page layout algorithm that targeted websites with little content above the fold was released: many websites were penalized.  Remember high quality content is key.  Help regular webmaster’s within authoritative spaces: medical, environmental.

  1. Soften the effect of Panda
  2. 3 pages deep from one domain-  less likely on the first page now
  3. One cluster of results less likely- Google is listening
  4. Providing more info to webmasters
  5. Providing rough ideas for webmasters to diagnose

The Penguin 2.0 update.
Matt Cutts stresses some detail on Penguin 2.0 the video below and uncovers what we can expect in the coming months with regards to Google SEO.  He mentions to take this with a ‘grain of salt’ based on Google’s timeline.  The emphasis is on poor links- link farms, spammy sites, and quality.

Matt Cutts Penguin 2.0 release on Wednesday 22nd May 2013.  Matt Cutts identifies “It’s a brand new generation of algorithms. The previous iteration of Penguin would essentially only look at the homepage of a site. The newer generation of Penguin goes much deeper and has a really big impact in certain small areas..”

Matt Cutts breakdown:

“We started rolling out the next generation of the Penguin webspam algorithm this afternoon (May 22nd 2013) and the rollout is now complete. About 2.3% of English-US queries are affected to the degree that a regular user might notice.
The change has also finished rolling out for other languages world-wide. The scope Penguin varies by language, e.g. languages with more webspam will see more impact”

The new Penguin update targets black hat spam and ‘blackhat’ forums with larger impact on spam than the previous iterations of Penguin.

On March 10th 2013 in a tweet, distinguished Google engineer Matt Cutts announced there would be a next generation of Penguin, Penguin 2.0, coming within the next few weeks- truth be told projections seem on target.  Google is moving in the direction of authority.


This is the major change where Search Engine Optimization SEO is heading and the future of SEO in Canada. For a site to be successful they need to become an authority within the topic they expect to rank for: keywords, meta, content, engagement.

Brands tend to have a major benefit here as a lot of them are already authorities, hence why brands have tended to do well with the latest rounds of Google updates. There are general steps that need to be looked at in order to become an authority in Google eyes:

  • Author Rank
  • Google Plus
  • Social shares
  • Structured Data / Rich Snippets

Here is the list of Penguin 2.0 Losers: Porn Sites, Game Sites, & Big Brands Like & The Salvation Army

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