Google released the next generation of the Penguin algorithm update, Penguin 2.0, on May 22nd, 2013. This update is the fourth iteration of Penguin updates from Google and is aimed to better address webspam in search results.
This version of Penguin leverages Google’s next generation of technology against webspam. It is an algorithm update while past Penguin iterations were data refreshes to the existing algorithm. In addition, past generations of Penguin primarily looked at a website’s homepage, while this iteration takes a much deeper look at the full website, according to Google.
According to Matt Cutts, “About 2.3 percent of English-U.S. queries are affected to the degree that a regular user might notice. The change has also finished rolling out for other languages worldwide.” Moz, formerly known as SEOmoz, believes that the retail industry saw the greatest impact, followed by real estate and dining/nightlife.
After initial analysis, Rosetta saw positive gains within clients’ respective keyword portfolios as a result of the release (7 percent week-over-week improvements in average Google ranking).
As Google continues to devalue and penalize websites for spam-related tactics, it is as important as ever to look at emerging signals that search engines use to determine website rankings. A highly integrated digital marketing strategy, coupled with SEO best practices, will maximize organic results in the ever-changing Google landscape.
Algorithm updates like Penguin 2.0 validate a long-term approach to SEO. Taking SEO shortcuts may result in temporary benefits, but ultimately, search algorithms are enhanced to devalue or even penalize these techniques. A true SEO strategy focuses on quality not on bypassing hard work with questionable tactics.
Not trying to game the system will create sustainable results for a website. Ultimately, all efforts focused on improving a website user’s experience will generate positive results, either now or in the future, as algorithm quality indicators evolve.
Have You Benefited?
You may have benefited from the Google Penguin 2.0 update, but you also may have been penalized – it’s critical for you to find out. Contact Us if you would like to further discuss your SEO program.
For an in-depth look at how Rosetta clients were affected, click here.
About the Authors
Rachel Kerr is a member of the Paid, Owned & Earned Media team, focusing on search engine optimization strategy. She works in the Financial Services industry, helping clients to maximize their online marketing opportunities specifically via off-site promotion strategy, execution and reporting. Connect with Rachel on Google+.
Nathan David has worked with a range of clients in the consumer products, retail, technology, financial services, and hospitality industries. He has been responsible for the daily execution of internet marketing campaigns and their overarching strategy. Connect with Nathan on Google+.