The Google Penguin was the codename given to an update made to Google's algorithm, initially announced on April 24, 2012, which resulted in the largest penalty against webspam practices in search engines.
Basically, what Google tries to do is severely punish all violations against its set of guidelines, a set of practices known as Black Hat SEO, which are responsible for a decline in the credibility of search engines. Some examples of black hat practices are:
keyword stuffing, cloaking, participating in link schemes, buying links with high page rank, as well as schemes for duplicate content generation and private blog networks (PBNs).
The Release of Version 2.0 of Penguin
Version 2.0 of Google Penguin was implemented on May 22, 2013. According to Matt Cutts, it was expected to affect 2.3% of searches conducted in English, with this percentage being even higher in languages with more web spam practices, such as in Brazil.
Penguin 4.0: The Shift to Real-Time (2016)
In September 2016, Google launched Penguin 4.0, which became part of Google's main real-time algorithm. This meant that penalties were no longer applied in periodic updates but became continuous. More importantly, recovery also became automatic. As soon as Google identifies that a site has corrected its practices, the ranking is restored without the need for manual reconsideration.
How to Avoid Google Penguin Penalties
- Avoid buying links: Paid links that pass PageRank violate Google's guidelines.
- Create original content: Duplicate content is one of the main triggers.
- Do not overuse keywords: Keyword stuffing is easily detected by the algorithm.
- Monitor your link profile: Use tools like Google Search Console to identify toxic links.
- Invest in professional Site Optimization: A well-structured SEO strategy is the best defense against penalties.
It is essential to note that this practically makes the need for a qualified SEO consulting much more important. Findability is the foundation in structuring a site that aims to be competitive, regardless of the market. Google is integrated into the user experience of your site as most access comes from search engines. Offering findability and differentiated positioning will reflect a significant increase in your company's presence on the internet.