Slide deck from a local digital event, talking about the Google Penguin 4.0 / Real-Time Update from 2016.

1. Offsite SEO & Penguin 4.0 // Real
Time Penguin

2. In September 2016 Google released the much anticipated Penguin 4.0 algorithm
update.
Originally launched in 2012 the Penguin algorithm’s principle function was to tackle
link spam, PBNs etc
4.0 will be it’s last update as it becomes a part of the core algorithm
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3. What changed with Penguin 4.0?
Runs concurrently with the core algorithm
Focus is now on individual links and pages, micro rather than macro
Link devaluation
What hasn’t changed:
Targets high anchor text ratios (spammy over otpimised anchor text)
Targets high link velocities (building 100s, 1000s links per day)
Targets spammy link types (comments, directory submissions)
If you build dodgy links, you will get burnt
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4. Page v Link devaluation
As well as becoming a part of the core algorithm, Penguin 4.0 now also focuses on
pages and links individually
This means that websites who have acquired spammy links will see those links
devalued and their benefits lost
In my opinion, I also believe that any websites that have really overcooked the dodgy
links, will also see the more traditional penalty
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5. Real time Penguin is a stricter Penguin
Real time Penguin will undoubtedly work in favour of white hat SEOs who operate
within Google’s guidelines
A stricter Penguin is good for business. Much like when the first Penguin hit in 2012,
all the campaigns that were built on link spam were hit hard leading to agencies
frantically trying to salvage client accounts
A stricter penguin will make it harder for black hats to operate in the same space
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6. I got hit by Penguin 4.0?!
In October I saw a lot of websites and panicking webmasters who had seen a decline
in rankings and/or traffic
This doesn’t mean they were hit by Penguin
Backlink profiles over time generally acquire spammy links, it’s the transient nature of
the internet
These links could have been giving the domain some power but under Penguin those
links may have been devalued – having one of your links devalued is not the same as
being hit with a penalty
Your competitors may have had a penalty lifted
Have you replaced the links you’ve lost/disavowed?
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7. Thank you