PageRank – an algorithm used by Google Search to rank websites. It is done based on their search engine results and it changes almost every day. Some are small and some are major.
For that, Penguin was launched in 2012, April 24th. Google Penguin’s goal is to down-rank manipulative links. On 2016, Penguin had been updated to second phase called Penguin 4.0, phase 2. It is better and scarier than ever.
As Penguin shifts to real-time, spam websites will be exterminated the minute they go higher the search ranking under this filter. On the brighter side, as changes are occur during real-time, wrongly accused of spam websites can be freed. Good news is ranking changes will also be visible faster.
Under the new update, manipulating search engines has gotten harder. Companies which are only relying on search engine manipulation are suffering the most. After the introduction of Penguin, content marketing has to be more authentic than ever to get new clients and retail existing clients.
Few quality contents for the entire website is not enough anymore. Some companies tend to rely on specific sections of a page or just a page itself for higher search engine rankings. Companies who are doing that will get get penalized by Google Penguin for those sections or pages rather than the whole website. So, while carrying out content marketing, the content has to be of high quality throughout the website.
Google has announced they will not be announcing anymore of updates for Penguin 4.0 unless when they’re needed. Google has also claimed real-time Penguin will take to be fully active. However, given the new changes, companies have to prepare ahead of time to keep their websites free of Google jail.
Here are a few tips.
- Content marketing should be as natural as possible
- Make sure your content is of high quality
- Carry out content audit to check if you’re not breaking any rules
- Fix your existing content if they need any improvement.