Penguin 3.0 and how to create a robust Search Engine Optimisation (SEO) strategy

November 21, 2014

At the recent performance marketing conference the latest Penguin 3.0 update was the hot topic for conversation, but what is Penguin 3.0 and what does it really mean?

What is Penguin 3.0?

In essence Penguin 3.0 is a spam filter for websites. So how do you know if you are likely to be impacted by Penguin 3.0

In order to know that, you must first understand what the latest algorithm update is looking for;

Penguin likes

  • Natural links
  • Contextual thematic links
  • Diversified anchor text
  •  

    Penguin dislikes

    • Low quality links
    • Over optimised anchor text
    • Keyword stuffing

    As long as your Search Engine Optimisation (SEO) strategy follows what Penguin 3.0 likes there’s a good chance that you will avoid any penalties and may even see a benefit from the latest update.

    The History of Penguin:

    Penguin algorithm updates aren’t a new thing, they have been in place since April 2012, here’s a quick run down of the updates and the number of search queries they have impacted.

    • Penguin 1 – 24th April 2012 – impacting c. 3.1% of queries
    • Penguin 2 – 26th May 2012 – impacting > 0.1% of queries
    • Penguin 3 – 5th October 2012 – impacting c. 0.3% of queries
    • Penguin 4 (aka Penguin 2.0) – 22nd May 2013 – impacting c. 2.3% of search queries
    • Penguin 5 (aka Penguin 2.1) – 4th October 2013 – impacting c. 1% of search queries
    • Penguin 6 (aka Penguin 3.0) – 17th October 2014 – impacting c. 1% of queries

    How has Penguin impacted the search landscape?

    At the moment the Penguin update is still rolling out so the impact is still unknown, what we do know is that it affects the US, UK, France, Germany and Turkey.  While the roll out is still happening there will be a ripple effect across all sites.
    What we do know is that the sites that were impacted by the last Penguin update; if they have implemented the correct plan of action to remedy the issues, they will start to see an increase in traffic.

    Staying on the right side of Google

    So, in general how do you make sure that you stay on the right side of Google?  We its simple, listen to what they tell you.

    Don’t

    Where possible do not use NOFOLLOW links and 302 redirects, as they prevent the page rank being passed through and are objected by Google.

    Do

    Carry out link audits, outreach and disavow suspect links on a weekly basis. The best way to generate links is to do something newsworthy, however this is also the hardest way.

    Focus on

    • Fresh content – tell us something that we don’t know
    • Don’t be obsessed with page rank – its only one small ranking factor
    • Canonicalization issues – check for issues and implement the best course of action
    • Diversity is key – make sure that you stand out from the crowd
    • Evolve – search landscape changes daily so expect to be continually evolving your strategy.

    If you have been impacted my the recent Penguin update and would like some advice on setting up an SEO strategy contact our team here, or call 01793 238697.

    Simon December 10, 2014 @ 12:32

    This is a great article. Its always good to know what Google is up to!

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