The ever-changing world of online marketing and SEO is extremely volatile and often unpredictable. As techniques for ranking on search engines become mainstream, Google treats these tactics differently. A good example of this alteration in techniques is the latest update on Penguin 4.

Update to Google

This update contains, what some are calling a “curve ball” because it is simultaneously integrating some of the features from Penguin 2.0. According to Matt Cutts, head of Google’s web spam team, “About 2.3 percent of English-US queries are affected to the degree that a regular user might notice.” Meaning that Google’s most recent update will more effectively attempt to weed out what Google considers spam sites.

Algorithm Changes

Penguin 4.0 was released on May 22 and this update was the first time — within the context of the Penguin updates — that Google has opted to change the algorithm they apply to search results. The first three updates for Penguin all happened in 2012, and since then there have been an unending onslaught of speculation on when and how Google would implement the newest changes. On his blog, Matt Cutts went as far as to explain that “we’ve been referring to this change as Penguin 2.0 internally.”

Outcome

These changes are not all bad or carry solely negative impacts for SEOs. For instance, one of the new features that Google has implemented with this update is the ability to report spam sites. You can find a link to that page here.
While the changes that Google has planned for future updates will continue to be ambiguous and mainly speculative, however, that does not mean that updates like Penguin 4.0 should be viewed as daunting or inhibiting. With more features on the way, Google is paving the way for SEO companies to be successful, as long as they remain within the bounds of what Google considers acceptable.

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