NEWSFLASH: Penguin 4.0 is here

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On Friday, Google officially confirmed the rollout of their real-time update to the Penguin algorithm on the Webmaster Central blog. Previously, if you were hit with a penalty via the Penguin algorithm, you would wait until the next iteration of the algorithm to see an impact. Now the algorithm is in real-time, and is just one of over 200 unique signals that Google uses to help users find the most relevant content to their search.

How does this affect me?

The algorithm is now part of Googles core algorithm and because it’s in real-time, links will be assessed with every recrawl and reindex Google does of your site. It’s also worth noting that it is now possible for individual pages to be penalised, as opposed to the whole site.

What does this mean for SEO?

  • Because of the real-time aspect, links will now be assessed every time Google crawls your site
  • Any new signals, positive or negative, will be immediately effective following the algorithm update
    • This means webmasters can now react to a Penguin penalty much faster, and see the impact quicker. Though it does mean that if any black hat techniques are used, you could also be penalised just as quickly
  • If you’re thinking about a disavow, you should know pretty quickly if it’s had the impact you wanted
    • Similarly, if you haven’t thought about a disavow, now is probably a good time to think about it, as you can be hit by a penalty much quicker

Although Google have confirmed the roll out of this algorithm update, they haven’t stated when it will finish rolling out. So far, no one in the world of SEO has noticed a huge impact but that doesn’t mean it’s not coming.

To learn more, take a look at our blog on the history of the Penguin algorithm.

Have you checked your analytics or webmaster tools for any impact or warnings? Are you prepared? Let us help you minimise the risk of a penalty. Get in touch with our team today.

Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.