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Today, Google announced that they are now rolling out their long anticipated penguin update which will now monitor links and various other spam signals in real time, meaning algorithmic penalties will be flying fast and hard.

 

What is Penguin?

Penguin is an algorithm developed by Google to start penalising black hat tactics used to manipulate the search engine and gain high rankings for specific search terms. Being penalised by the Penguin algorithm can result in de-indexation, loss of rankings and subsequently the loss of organic traffic to your site.

 

What this means for your business

The face of link building and SEO in general has changed drastically over recent years; buying links, directory submissions and comment spam are all now obsolete methods of increasing your rankings. You will have had to evolve and adapt to new and more advanced activities to increase your organic traffic.

If you are an online business who has delved into link building in the past or had an agency build links on your behalf, you should be auditing your link profile; analysing and disavowing any links which could be deemed as ‘spammy’ through Google’s own disavow tool in Search Console.

If you are an agency performing online marketing services for clients, you should be checking your clients’ previously built links and disavowing any unnatural links.

 

What’s next

SEOs no longer have the luxury of preparing for another Penguin update release date, Penguin is now part of Google’s core algorithm to ensure any ranking manipulation is stopped as soon as it is detected and genuine online businesses are able to flourish In their fields.

We will be continuing to monitor the update and its impact on the Search landscape. Get in-touch for a consultation with our SEO and Digital Marketing experts on what the update means for you.

 

Get in touch

About the author

James Wilkinson
James Wilkinson
James has worked at CTI Digital since 2014 heading up our marketing department and is the driving force in ensuring all our clients accounts achieve an increasing ROI year on year. James has previous experience in Google Analytics and Adwords management, and has handled account spends of over £300,000 per year. He then moved into automated marketing working on a range of B2B and B2C clients driving engagement, deliverability and automated campaigns. He has experience of running fully integrated campaigns for clients and working on an ongoing basis driving leads for businesses and sales for ecommerce clients.

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