What is the Google Penguin Algorithm and How to recover from a Penguin Penalty?
Google has designed various algorithms to rank websites, each dedicated to evaluating an essential aspect of ranking. For example, the Google Panda algorithm specifically examines the quality of content within websites. The Hummingbird algorithm checks the relationship between the page content and the user’s search query. Similarly, the Penguin algorithm is responsible for controlling the quality of backlinks to websites and pages.
What is the Google Penguin Algorithm?
As mentioned, the Penguin algorithm monitors the quality of backlinks to websites and pages. But why does Google care about the quality of backlinks in addition to the content quality of a page?
When only the Panda algorithm was active and the Penguin algorithm had not yet been implemented, websites managers could bring their content to the top of the search results by merely producing lengthy content and adding a few keywords. Google needed a factor to assess the quality of content and backlinks served this purpose.
When other websites link to a page, it implies that the page’s content is good and high-quality. Otherwise, no website would link to a page with worthless content. Therefore, each backlink can be considered a vote for the target page, and the more votes a page has, the better its quality. However, the Penguin algorithm pays attention to the value of backlinks in addition to their quantity. In other words, getting a backlink from a reputable website is much more valuable than getting a backlink from a spam website.
This algorithm is programmed to identify artificial backlinks created by website managers. For instance, if you place your website’s backlinks only on very reputable websites or use similar anchor texts, mostly the same keyword as the landing page, it can be very suspicious.
What is the Main Purpose of the Penguin Algorithm?
In addition to helping improve a page’s ranking by examining the quality of its backlinks, the Penguin algorithm will penalize a page if a website attempts to acquire backlinks from spam websites or uses black hat SEO methods like PBN (Private Blog Network) backlinks. Google will identify and penalize the page using the Penguin algorithm.
As you have understood, the Penguin algorithm penalizes offending pages, not the entire website. Similarly, it examines the activity and backlinks of each page. However, since the overall website’s ranking is influenced by the ranking of its individual pages, a drop in rank or penalty for one or several pages will affect the overall website’s ranking.
What does the Penguin Algorithm focus on?
Generally, the Penguin algorithm is sensitive to two main issues and was fundamentally created to combat them: manipulating page backlinks and keyword stuffing in places where they shouldn’t be.
Link Schemes
To make backlinks appear natural, you should only engage in backlink building when your website is content-rich and connected to social networks. Otherwise, a newly created website with a strong backlink network will appear completely unnatural. On the other hand, getting backlinks from spam websites or link farms can be extremely harmful. The Penguin algorithm detects when you have acquired backlinks from suspicious websites filled with various backlinks to different websites, thereby devaluing your backlinks. In general, the following can be targeted by the Penguin algorithm and cause a website’s ranking to drop:
- Paid backlinks.
- Link exchanges, where you get a backlink from a website in exchange for linking to that website.
- Using link-building tools and software.
- Backlinks from low-quality directories.
- Link building with a single specific anchor text (using brand names or URLs is safe).
Keyword Stuffing
Not all anchor texts need to be connected to the target page with keywords. To make backlink building appear natural, you can use the page address in some anchor texts and words like “this page” in others. Additionally, use the keyword in various forms each time, such as synonyms. The target page should also not be filled with keywords. The text should be written naturally, ensuring it is smooth and easy for the reader to follow.
Google Penguin Algorithm Updates
After introducing algorithms, Google does not leave them unattended. Instead, it identifies problems and weaknesses and releases new updates to address these issues.
First Data Refresh – Penguin 1.1 – March 26, 2012
At this time, websites that were impacted by the introduction of the Penguin algorithm and subsequently cleaned up their link profiles saw the effects and returned to their previous rankings. Additionally, websites that were not identified in the first round of this algorithm’s activity for using spammy link-building or keyword stuffing were recognized and penalized.
Penguin Update 1.2 – October 5, 2012
Like the previous update, this one was also a data refresh and did not change the algorithm’s nature. This update introduced the algorithm to other global languages besides English, enabling it to review and, if necessary, penalize non-English websites.
Penguin 2.0 – May 22, 2013
As you can see, the version number of the algorithm was upgraded to 2.0 in this update, indicating significant changes and technical advancements. Google now examines the homepage and top-level pages of website categories more closely. If these pages receive spammy backlinks, the website will be held accountable. Penguin 2.0 impacted 2.3% of search results when it launched.
Quick Fix for Version 2 and Release of Version 2.1 – October 4, 2013
Although Google did not officially release an explanation, data indicated that a significant update had occurred in version 2.1. It became clear that Penguin was examining websites more deeply and conducting more analyses to detect spammy links on websites. This Penguin algorithm update also impacted 1% of search results.
Penguin Algorithm Data Refresh 3.0 – October 17, 2014
Despite the update’s name suggesting a major change, the Penguin 3.0 algorithm update was essentially a data refresh. Combining this data update with previous ones made the system more organized and exposed some websites still using spammy link-building methods. Google revealed this update on its Google+ profile and stated that the complete implementation of the Penguin algorithm update took several weeks and affected less than 1% of search results.
The Last Official Update After Two Years – Release of Version 4.0 – September 23, 2016
Two years after the 3.0 update, the final Penguin update was implemented. The most significant change in this update was the integration of the Penguin algorithm into Google’s core algorithm. When an algorithm becomes part of Google’s core algorithm, it does not change the algorithm itself. All patterns and rules remain the same and continue to function. What changes is Google’s understanding of that algorithm. Now that Penguin has joined the core, like Panda, it works in real-time and evaluates websites continuously. You can see the effects of link-building or link removal (to escape penalties) in real-time.
Common Misconceptions About the Google Penguin Algorithm
Since its introduction by Google, the Penguin algorithm has undergone several updates and changes that some SEO practitioners and industry professionals might not be aware of, especially those who don’t follow updates closely. Additionally, some common misconceptions aren’t related to updates but rather to baseless rumors. Let’s uncover these mysteries:
Penguin Penalizes the Entire Website
In older updates, when Penguin detected a page with spammy backlinks, it would penalize the entire website, putting it under suspicion. However, in the latest Penguin update, only the page with problematic backlinks is penalized. If removal from search results is warranted, only that specific page will be removed. Nevertheless, as mentioned earlier, this issue can indirectly affect the overall website’s ranking.
Penguin Is Only Occasionally Active
In the past, the Penguin algorithm was rarely active. Therefore, if a website was penalized by this Google algorithm and experienced a drop in rank, the website manager had to wait until the Penguin algorithm was activated again, which could take up to a year. Fortunately, this issue has been resolved in the new update, and the Penguin algorithm is now active at all times.
Penguin Only Targets Websites with WordPress Themes
This rumor never found any evidence for support. Even with the investigations conducted, no correlation was found between website ranking drops and popular WordPress themes.
Penguin Only Targets Specific Industries
In some past algorithms, it was observed that Google targeted only specific businesses. However, there is no indication in this update that any particular industry has been targeted.
How to Recover from a Google Penguin Algorithm Penalty
Fortunately, a Google Penguin algorithm penalty is reversible. You just need to fix your mistakes or ask Google to disregard them. If you find that you’ve been penalized by the Google Penguin algorithm, you should remove suspicious and low-quality backlinks as quickly as possible. Follow these steps:
Step 1: Access the Complete List of Backlinks
First, you need to access the complete list of your backlinks from the Google Webmaster dashboard. Then, review each backlink one by one and create a new list for spam links.
Step 2: Remove Spam Backlinks
Review the list of spam links one by one and remove the links that you have control over.
Step 3: Disavow Spam Backlinks
Submit the remaining backlinks you don’t have control over to Google’s Disavow links tool to disavow them. This way, these links will no longer affect your website.
Final Words
Google’s goal is to have websites that provide the best content for users in the top search results. Therefore, if you want your website to be among these top websites, you need to provide the best content for users. This content should be so good that other websites link to you. Additionally, to maintain engagement, you should also link to good content on other websites.
If you plan to hire an SEO expert, know that SEO should be done naturally and over time to be effective. Sure, you can get a lot of backlinks quickly and boost your website’s ranking in a short time, but be sure that you’ll soon be identified and penalized by the Penguin algorithm.
