What is the Google Penguin Algorithm?

The Google Penguin Algorithm was announced by Google soon after, the Panda update had been rolled out.

Penguin’s aim is to improve the quality of its ranking websites.

Lets have a closer look at the update

The Google Penguin Algorithm has an overarching mission to clean up the search engine results page (SERPS). By penalising pages which, entertain poor practice, such as using link schemes and keyword stuffing. Whilst rewarding sites that are high in quality and working to the Webmasters Guidelines.

A small percentage of search engine requests made in English were affected upon the release of the alogorithm. Nearly half a decade and 10 ‘document’ updates later the Search engine optimisation (SEO) community recognise and understand the work that Penguin sets out to do. During 2017 Penguin became part of the core algorithm.

Penguin will identify and penalise sites which aim to deceive and manipulate Google. Examples of the kinds of sites which Penguin will penalise are ones designed not for its users. But to achieve greater ranking through finding loopholes and shortcuts.


What Penguin identifies as being negative

Keyword Stuffing

This is the overuse of keywords in an unnatural way. So Google believes the site has answers to search phrases.

Link Schemes

This is where a user acquires backlinks from low quality site. To create a façade of popularity to fool Google into ranking the site more favourably.

Although Penguin regards the above as deceptive it also condemns the following techniques:

  1. Hidden links and text
  2. Pages with irrelevant keywords
  3. Doorway pages
  4. Automatically generated content
  5. Unwanted redirects

Ways to get back in Penguins good books

Some leg work should be done in order to, either recover from the Penguin update, or to protect yourself from being hit by the algorithm. You should action a clean up operation involving the removal of bad and spammy links. Rewrite content which currently over uses keywords to provide quality to your visitors. Your keywords should be natural and not repetitive. Furthermore, avoid over optimization of site pages.

To conclude

Penguin favours websites that are considered safe and trustworthy. Similar to other algorithms like Panda or Hummingbird. If you can demonstrate that your site provides a useful service or is a helpful resource and you follow the Webmasters Guidelines. Then you will reduce or eradicate the negative impact of Penguin when Google next reviews your site.

For further advise or guidance on the Penguin algorithm feel free to contact our team.