Google’s Penguin update is an algorithm by Google to catch people
who spam its search results or purposely do things to rank better that
are against Google’s publishers guidelines.
The Penguin Update launched on April 24. It was a change to Google’s
search results that was designed to punish pages that have been spamming
Google.
In the ‘Google Webmaster Central’ blogs Google has written about the
penguin update in these words: “In the next few days, we’re launching an
important algorithm change targeted at webspam.
The change will decrease rankings for sites that we believe are
violating Google’s existing quality guidelines. We’ve always targeted
webspam in our rankings, and this algorithm represents another
improvement in our efforts to reduce webspam and promote high quality
content”.
What is “webspam” or search spam?
Pages that try to gain better rankings through things like:
• Keyword stuffing
• Link schemes
• Cloaking, “sneaky” redirects or “doorway” pages
• Purposeful duplicate content
Through this step Google wants to differentiate “white hat SEO” from
“black hat webspam” to encourage people to continue with SEO best
practices.
Google wants the webmasters to focus on creating high quality sites that create a good user experience.
Google believes that the new update will impact about 3.1% of queries
in English; 3% in German, Chinese and Arabic. The percentage might be
higher for languages where spam has been slipping through even more,
such as in Polish, where 5% of queries are expected to change.
With an intention to get higher rankings or traffic, a few sites use
online techniques that don’t benefit users. Those sites actually aim to
look for shortcuts that would rank pages higher than they deserve to be
ranked. In fact, Google observes all sorts of these webspam techniques
every day. Hence, to restrain this practice Google has launched this
algorithm.
Google’s Penguin update is a welcome step for all the genuine users,
searchers and surfers but on the other hand it is a harsh blow to the
cunning web crooks who want their sites to gain traffic following
shortcuts.
Google has provided these steps for genuine surfing:
1. Avoid hidden text or hidden links.
2. Don’t use cloaking or sneaky redirects.
3. Don’t send automated queries to Google.
4. Don’t load pages with irrelevant keywords.
5. Don’t create multiple pages, subdomains, or domains with substantially duplicate content.
6. Don’t create pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware.
7. Avoid “doorway” pages created just for search engines, or other
“cookie cutter” approaches such as affiliate programs with little or no
original content.
8. If your site participates in an affiliate program, make sure that
your site adds value. Provide unique and relevant content that gives
users a reason to visit your site first.