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{{short description|Google search engine algorithm update}}
{{short description|Google search engine algorithm update}}
{{Use mdy dates|date=November 2014}}
{{Use mdy dates|date=November 2014}}
'''Google Penguin''' is a [[codename]]<ref name=SEL>{{cite web|author=Matt Cutts |url=https://twitter.com/mattcutts/status/206232437427154944 |title=Penguin Gets Official Name |publisher=Twitter.com |date= |accessdate=2018-06-05}}</ref> for a Google algorithm update that was first announced on April 24, 2012. The update was aimed at decreasing [[Search engine optimization|search engine rankings]] of websites that violate Google's Webmaster Guidelines<ref>{{cite web|url=https://support.google.com/webmasters/answer/35769#3|title=Webmaster Guidelines - Webmaster Tools Help|publisher=Support.google.com|accessdate=2018-06-05}}</ref> by using now declared [[black-hat SEO]] techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page. Such tactics are commonly described as link schemes.<ref>{{cite web|url=https://support.google.com/webmasters/bin/answer.py?answer=66356 |title=Link schemes - Webmaster Tools Help |publisher=Support.google.com |date= |accessdate=2018-06-05}}</ref> According to Google's John Mueller,<ref name="SEL" /> Google has announced all updates to the Penguin filter to the public.<ref>{{cite web|url=http://searchengineland.com/no-google-hasnt-released-unannounced-peguin-updates-149156|title=No, Google Hasn't Released Unannounced Penguin Updates|author=Barry Schwartz|date=February 20, 2013|accessdate=April 29, 2013}}</ref>
'''Google Penguin''' is a [[codename]]<ref name=SEL>{{cite web|author=Matt Cutts |url=https://twitter.com/mattcutts/status/206232437427154944 |title=Penguin Gets Official Name |publisher=Twitter.com |access-date=2018-06-05}}</ref> for a Google algorithm update that was first announced on April 24, 2012. The update was aimed at decreasing [[Search engine optimization|search engine rankings]] of websites that violate Google's Webmaster Guidelines<ref>{{cite web|url=https://support.google.com/webmasters/answer/35769#3|title=Webmaster Guidelines - Webmaster Tools Help|publisher=Google Inc.|access-date=2018-06-05}}</ref> by using now declared [[Grey hat|Grey Hat]] [[Search engine marketing|SEM]] techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page. Such tactics are commonly described as link schemes.<ref>{{cite web|url=https://support.google.com/webmasters/bin/answer.py?answer=66356 |title=Link schemes - Webmaster Tools Help |publisher=Google Inc. |access-date=2018-06-05}}</ref> According to Google's John Mueller,<ref name="SEL" /> as of 2013, Google announced all updates to the Penguin filter to the public.<ref>{{cite web|url=http://searchengineland.com/no-google-hasnt-released-unannounced-peguin-updates-149156|title=No, Google Hasn't Released Unannounced Penguin Updates|author=Barry Schwartz|date=February 20, 2013|access-date=April 29, 2013}}</ref>


==Effect on search results==
==Effect on search results==
By Google's estimates,<ref name=GBlog>http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html</ref> Penguin affects approximately 3.1% of [[Web search query|search queries]] in [[English language|English]], about 3% of queries in languages like [[German language|German]], [[Chinese language|Chinese]], and [[Arabic]], and an even greater percentage of them in "highly spammed" languages. On May 25, 2012, Google unveiled another Penguin update, called Penguin 1.1. This update, according to [[Matt Cutts]], former head of webspam at Google, was supposed to affect less than one-tenth of a percent of English searches. The guiding principle for the update was to penalize websites that were using manipulative techniques to achieve high rankings. Pre-Penguin sites commonly used negative link building techniques to rank highly and get traffic, once Penguin was rolled out it meant that content was key and those with great content would be recognised and those with little or spammy content would be penalised and receive no ranking benefits.<ref>{{cite web|url=http://www.weareinfront.com/google-penguin-update-guide/|title=A Guide To The Penguin Update - In Front Digital|date=2015-03-12|website=In Front Digital|language=en-GB|access-date=2016-06-13}}</ref> The purpose per Google was to catch excessive spammers. Allegedly, few websites lost search rankings on Google for specific keywords during the [[Google Panda|Panda]] and Penguin rollouts.<ref>{{cite web|url=https://www.seroundtable.com/penguin-traffic-drop-chart-15096.html|title=Here Is What It Looks Like To Be Hit By Google Penguin|website=seroundtable.com|access-date=2016-06-13}}</ref> Google specifically mentions that [[doorway page]]s, which are only built to attract search engine traffic, are against their webmaster guidelines.
By Google's estimates,<ref name=GBlog>{{Cite web|url=http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html|title=Another step to reward high-quality sites}}</ref> Penguin affected approximately 3.1% of [[Web search query|search queries]] in [[English language|English]], about 3% of queries in languages like [[German language|German]], [[Chinese language|Chinese]], and [[Arabic]], and an even greater percentage of them in "highly spammed" languages. On May 25, 2012, Google unveiled another Penguin update, called Penguin 1.1. This update, according to [[Matt Cutts]], former head of webspam at Google, was supposed to affect less than one-tenth of a percent of English searches. The guiding principle for the update was to penalize websites that were using manipulative techniques to achieve high rankings. Pre-Penguin sites commonly used negative link building techniques to rank highly and get traffic. Once Penguin was rolled out, it meant that content was key, and those with great content would be recognised and those with little or spammy content would be penalised and receive no ranking benefits.<ref>{{cite web|url=http://www.weareinfront.com/google-penguin-update-guide/|title=A Guide To The Penguin Update - In Front Digital|date=2015-03-12|website=In Front Digital|language=en-GB|access-date=2016-06-13}}</ref> The purpose according to Google was to catch excessive spammers. Allegedly, few websites lost search rankings on Google for specific keywords during the [[Google Panda|Panda]] and Penguin rollouts.<ref>{{cite web|url=https://www.seroundtable.com/penguin-traffic-drop-chart-15096.html|title=Here Is What It Looks Like To Be Hit By Google Penguin|website=seroundtable.com|access-date=2016-06-13}}</ref> Google specifically mentions that [[doorway page]]s, which are only built to attract search engine traffic, are against their webmaster guidelines.


In January 2012, the so-called Page Layout Algorithm Update<ref>{{cite web|url=http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-improvement.html |title=Official Google Webmaster Central Blog: Page layout algorithm improvement |publisher=Googlewebmastercentral.blogspot.com |date=2012-01-19 |accessdate=2018-06-05}}</ref> (also known as the Top Heavy Update)<ref>{{cite web|url=https://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929|title=Google Updates Its Page Layout Algorithm To Go After Sites "Top Heavy" With Ads|date=February 10, 2014|publisher=SearchEngineLand.com|accessdate=July 10, 2014}}</ref> was released, which targeted websites with too many ads, or too little content [[above the fold]].
In January 2012, the so-called Page Layout Algorithm Update<ref>{{cite web|url=http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-improvement.html |title=Official Google Webmaster Central Blog: Page layout algorithm improvement |publisher=Googlewebmastercentral.blogspot.com |date=2012-01-19 |access-date=2018-06-05}}</ref> (also known as the Top Heavy Update)<ref>{{cite web|url=https://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929|title=Google Updates Its Page Layout Algorithm To Go After Sites "Top Heavy" With Ads|date=February 10, 2014|publisher=SearchEngineLand.com|access-date=July 10, 2014}}</ref> was released, which targeted websites with too many ads, or too little content [[above the fold]].


Penguin 3 was released October 5, 2012 and affected 0.3% of queries.<ref>{{cite web|url=https://twitter.com/mattcutts/status/254335294063656960 |title=Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries |publisher=Matt Cutts |date=October 5, 2012 |accessdate=June 16, 2013}}</ref> Penguin 4 (also known as Penguin 2.0) was released on May 22, 2013 and affected 2.3% of queries.<ref>{{cite web|url=https://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |publisher=Matt Cutts |date=May 22, 2013 |accessdate=July 10, 2014}}</ref> Penguin 5 (also known as Penguin 2.1)<ref>{{cite web|url=https://twitter.com/mattcutts/status/386231794883780609 |title=The Penguin 2.1 Spam-Filtering Algorithm |publisher=Matt Cutts |date=October 4, 2013 |accessdate=July 10, 2014}}</ref> was released on October 4, 2013, affected around 1% of queries, and has been the most recent of the Google Penguin algorithm updates.<ref>{{cite web|url=http://www.mustips.com/penguin-algorithm-the-real-time-update/ |title=Penguin Algorithm, The Real Time Update}}</ref>
Penguin 3 was released October 5, 2012, and affected 0.3% of queries.<ref>{{cite web|url=https://twitter.com/mattcutts/status/254335294063656960 |title=Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries |publisher=Matt Cutts |date=October 5, 2012 |access-date=June 16, 2013}}</ref> Penguin 4 (also known as Penguin 2.0) was released on May 22, 2013, and affected 2.3% of queries.<ref>{{cite web|url=https://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |publisher=Matt Cutts |date=May 22, 2013 |access-date=July 10, 2014}}</ref> Penguin 5 (also known as Penguin 2.1)<ref>{{cite web|url=https://twitter.com/mattcutts/status/386231794883780609 |title=The Penguin 2.1 Spam-Filtering Algorithm |publisher=Matt Cutts |date=October 4, 2013 |access-date=July 10, 2014}}</ref> was released on October 4, 2013, affected around 1% of queries, and has been the most recent of the Google Penguin algorithm updates.<ref>{{cite web|url=http://www.mustips.com/penguin-algorithm-the-real-time-update/ |title=Penguin Algorithm, The Real Time Update}}</ref>


Google may have released Penguin 3.0 on October 18, 2014.<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-19313.html |title=Google Penguin 3.0 Likely Released Saturday Morning}}</ref>
Google was reported to have released Penguin 3.0 on October 18, 2014.<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-19313.html |title=Google Penguin 3.0 Likely Released Saturday Morning}}</ref>


On October 21, 2014, Google's Pierre Farr confirmed that Penguin 3.0 was an algorithm "refresh", with no new signals added.<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact}}</ref>
On October 21, 2014, Google's Pierre Farr confirmed that Penguin 3.0 was an algorithm "refresh", with no new signals added.<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact}}</ref>


On April 7, 2015, Google's John Mueller said in a Google+ hangout that both Penguin and Panda "currently are not updating the data regularly" and that updates must be pushed out manually. This confirms that the algorithm is not updated continuously which was believed to be the case earlier on in the year.<ref>{{cite web|url=http://searchengineland.com/google-says-the-penguin-panda-algorithms-still-require-manual-data-pushes-218212/|title=Penguin & Panda still require manual updates|author=Barry Schwartz|date=April 8, 2015|work=Search Engine Land|accessdate=April 30, 2015}}</ref>
On April 7, 2015, Google's John Mueller said in a Google+ hangout that both Penguin and Panda "currently are not updating the data regularly" and that updates must be pushed out manually. This confirms that the algorithm is not updated continuously which was believed to be the case earlier on in the year.<ref>{{cite web|url=http://searchengineland.com/google-says-the-penguin-panda-algorithms-still-require-manual-data-pushes-218212/|title=Penguin & Panda still require manual updates|author=Barry Schwartz|date=April 8, 2015|work=Search Engine Land|access-date=April 30, 2015}}</ref>


The strategic goal that Panda, Penguin, and the page layout update share is to display higher quality websites at the top of Google's [[Web search engine|search results]]. However, sites that were downranked as the result of these updates have different sets of characteristics. The main target of Google Penguin is [[spamdexing]] (including [[link bombing]]).{{citation needed|date=December 2017}}
The strategic goal that Panda, Penguin, and the page layout update share is to display higher quality websites at the top of Google's [[Web search engine|search results]]. However, sites that were downranked as the result of these updates have different sets of characteristics. The main target of Google Penguin is to focus on The so-called "black-hat" link-building strategies, such as link buying, link farming, automated links, PBNs, and others.<ref>{{cite web |title=What is Google Penguin? |url=https://ahrefs.com/seo/glossary/google-penguin |website=ahrefs.com |publisher=ahrefs.com |language=en}}</ref>


In a Google+ Hangout on April 15, 2016, John Mueller said "I am pretty sure when we start rolling out [Penguin] we will have a message to kind of post but at the moment I don't have anything specific to kind of announce."<ref>{{cite web|url=http://www.webpronews.com/google-will-announce-long-anticipated-penguin-update-2016-04/|title=Google Will Announce The Long-Anticipated Penguin Update|date=2016-04-15|website=WebProNews|language=en-US|access-date=2016-06-13|archive-url=https://web.archive.org/web/20171005114749/https://www.webpronews.com/google-will-announce-long-anticipated-penguin-update-2016-04/|archive-date=October 5, 2017|url-status=dead|df=mdy-all}}</ref>
In a Google+ Hangout on April 15, 2016, John Mueller said "I am pretty sure when we start rolling out [Penguin] we will have a message to kind of post but at the moment I don't have anything specific to kind of announce."<ref>{{cite web|url=https://zblogging.com/things-you-need-to-know-about-googles-core-updates/|title=Google Will Announce The Long-Anticipated Penguin Update|date=2016-04-15|website=WebProNews|language=en-US|access-date=2016-06-13|df=mdy-all|archive-date=November 13, 2021|archive-url=https://web.archive.org/web/20211113094430/https://zblogging.com/things-you-need-to-know-about-googles-core-updates/|url-status=dead}}</ref>


=== Penguin 4.0 (7th Penguin update) ===
=== Penguin 4.0 (7th Penguin update) ===
On September 23, 2016 Google announced that Google Penguin was now part of the core algorithm<ref>{{Cite news|url=http://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302|title=Google updates Penguin, says it now runs in real time within the core search algorithm|date=2016-09-23|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> meaning that it updates in real time. Hence there will not longer be announcements by Google relating to future refreshes.<ref>{{Cite news|url=http://searchengineland.com/penguin-4-0-necessary-positive-improvement-261359|title=Penguin 4.0: Necessary and positive improvement|date=2016-10-25|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> Real-time also means that websites are evaluated in real-time and rankings impacted in real-time. During the last years webmasters instead always had to wait for the roll-out of the next update to get out of a Penguin penalty. Also, Google Penguin 4.0 is more granular as opposed to previous updates, since it may affect a website on a URL-basis as opposed to always affecting a whole website. Finally, Penguin 4.0 <ref name="searchengineland1">{{Cite news|url=http://searchengineland.com/google-penguin-doesnt-penalize-bad-links-259981|title=Google Penguin doesn't penalize for bad links - or does it?|date=2016-09-28|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref><ref>{{Cite news|url=http://searchengineland.com/google-penguin-looks-mostly-link-source-says-google-260902|title=Google Penguin looks mostly at your link source, says Google|date=2016-10-10|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> differs from previous Penguin versions since it does not demote a web site when it finds bad links. Instead it discounts the links, meaning it ignores them and they no longer count toward the website's ranking. As a result of this, there is less need to use the disavow file.<ref name="searchengineland1"/> Google uses both algorithm and human reviewers to identify links that are unnatural (artificial), manipulative or deceptive and includes these in its Manual Actions report for websites.<ref>{{cite web|title=Manual Actions report|url=https://support.google.com/webmasters/answer/2604824|accessdate=5 September 2017}}</ref>
On September 23, 2016 Google announced that Google Penguin was now part of the core algorithm<ref>{{Cite news|url=http://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302|title=Google updates Penguin, says it now runs in real time within the core search algorithm|date=2016-09-23|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> meaning that it updates in real time. Hence there will no longer be announcements by Google relating to future refreshes.<ref>{{Cite news|url=http://searchengineland.com/penguin-4-0-necessary-positive-improvement-261359|title=Penguin 4.0: Necessary and positive improvement|date=2016-10-25|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> Real-time also means that websites are evaluated in real-time and rankings impacted in real-time. During the last years webmasters instead always had to wait for the roll-out of the next update to get out of a Penguin penalty. Also, Google Penguin 4.0 is more granular as opposed to previous updates, since it may affect a website on a URL-basis as opposed to always affecting a whole website. Finally, Penguin 4.0 <ref name="searchengineland1">{{Cite news|url=http://searchengineland.com/google-penguin-doesnt-penalize-bad-links-259981|title=Google Penguin doesn't penalize for bad links - or does it?|date=2016-09-28|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref><ref>{{Cite news|url=http://searchengineland.com/google-penguin-looks-mostly-link-source-says-google-260902|title=Google Penguin looks mostly at your link source, says Google|date=2016-10-10|work=Search Engine Land|access-date=2017-04-20|language=en-US}}</ref> differs from previous Penguin versions since it does not demote a web site when it finds bad links. Instead it discounts the links, meaning it ignores them and they no longer count toward the website's ranking. As a result of this, there is less need to use the disavow file.<ref name="searchengineland1"/> Google uses both algorithm and human reviewers to identify links that are unnatural (artificial), manipulative or deceptive and includes these in its Manual Actions report for websites.<ref>{{cite web|title=Manual Actions report|url=https://support.google.com/webmasters/answer/2604824|access-date=5 September 2017}}</ref>


==Google's Penguin feedback form==
==Google's Penguin feedback form==
Two days after the Penguin update was released Google prepared a feedback form,<ref>{{cite web|url=https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ |title=Feedback on our recent algorithm update ("Penguin") |publisher=Docs.google.com |date=April 24, 2012 |accessdate=June 16, 2013}}</ref> designed for two categories of users: those who want to report [[web spam]] that still ranks highly after the [[search algorithm]] change, and those who think that their site got unfairly hit by the update. Google also has a reconsideration form through Google Webmaster Tools.
Two days after the Penguin update was released Google prepared a feedback form,<ref>{{cite web|url=https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ |title=Feedback on our recent algorithm update ("Penguin") |date=April 24, 2012 |access-date=June 16, 2013}}</ref> designed for two categories of users: those who want to report [[web spam]] that still ranks highly after the [[search algorithm]] change, and those who think that their site got unfairly hit by the update. Google also has a reconsideration form through Google Webmaster Tools.


In January 2015, Google's John Mueller said that a Penguin penalty can be removed by simply building good links. The usual process is to remove bad links manually or by using Google's Disavow tool and then filing a reconsideration request. Mueller elaborated on this by saying the algorithm looks at the percentage of good links versus bad links, so by building more good links it may tip the algorithm in your favor which would lead to recovery.<ref>{{cite web|title = Google: Even Without Disavowing, Getting Good Links Can Remove Your Penguin Problems|url = https://www.seroundtable.com/google-disavow-good-links-penguin-19696.html|accessdate = 2015-06-25}}</ref>
In January 2015, Google's John Mueller said that a Penguin penalty can be removed by simply building good links. The usual process is to remove bad links manually or by using Google's Disavow tool and then filing a reconsideration request.<ref>{{Cite web|title=Google Search Console|url=https://accounts.google.com/ServiceLogin?service=sitemaps&passive=1209600&continue=https://www.google.com/webmasters/tools/disavow-links-main&followup=https://www.google.com/webmasters/tools/disavow-links-main|access-date=2021-10-29|website=accounts.google.com}}</ref> Mueller elaborated on this by saying the algorithm looks at the percentage of good links versus bad links, so by building more good links it may tip the algorithm in your favor which would lead to recovery.<ref>{{cite web|title = Google: Even Without Disavowing, Getting Good Links Can Remove Your Penguin Problems|url = https://www.seroundtable.com/google-disavow-good-links-penguin-19696.html|access-date = 2015-06-25}}</ref>


==Confirmed Penguin updates==
==Confirmed Penguin updates==


* '''Penguin 1''' on April 24, 2012 (impacting around 3.1% of queries)<ref>{{cite web|url=http://googlewebmastercentral.blogspot.fr/2012/04/another-step-to-reward-high-quality.html |title=Another step to reward high-quality sites |publisher=Official Google Blog |date=April 24, 2012 |accessdate=May 27, 2014}}</ref>
* '''Penguin 1''' on April 24, 2012 (impacting around 3.1% of queries)<ref>{{cite web|url=http://googlewebmastercentral.blogspot.fr/2012/04/another-step-to-reward-high-quality.html |title=Another step to reward high-quality sites |publisher=Official Google Blog |date=April 24, 2012 |access-date=May 27, 2014}}</ref>
* '''Penguin 2''' on May 26, 2012 (impacting less than 0.1%)<ref>{{cite web|url=https://twitter.com/mattcutts/status/206232437427154944 |title=Google Releases Penguin Update 2 |publisher=Matt Cutts |date=May 26, 2012 |accessdate=May 27, 2014}}</ref>
* '''Penguin 2''' on May 26, 2012 (impacting less than 0.1%)<ref>{{cite web|url=https://twitter.com/mattcutts/status/206232437427154944 |title=Google Releases Penguin Update 2 |publisher=Matt Cutts |date=May 26, 2012 |access-date=May 27, 2014}}</ref>
* '''Penguin 3''' on October 5, 2012 (impacting around 0.3% of queries)<ref>{{cite web|url=https://twitter.com/mattcutts/status/254335294063656960 |title=Google Penguin Update 3 Released |publisher=Matt Cutts |date=October 5, 2012 |accessdate=May 27, 2014}}</ref>
* '''Penguin 3''' on October 5, 2012 (impacting around 0.3% of queries)<ref>{{cite web|url=https://twitter.com/mattcutts/status/254335294063656960 |title=Google Penguin Update 3 Released |publisher=Matt Cutts |date=October 5, 2012 |access-date=May 27, 2014}}</ref>
* '''Penguin 4''' (also known as Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)<ref>{{cite web|url=http://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |publisher=Matt Cutts |date=May 22, 2013 |accessdate=May 27, 2014}}</ref>
* '''Penguin 4''' (also known as Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)<ref>{{cite web|url=http://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |publisher=Matt Cutts |date=May 22, 2013 |access-date=May 27, 2014}}</ref>
* '''Penguin 5''' (also known as Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)<ref>{{cite web|url=https://twitter.com/mattcutts/status/386231794883780609 |title=Penguin 5, With The Penguin 2.1 Spam-Filtering Algorithm |publisher=Matt Cutts |date=October 4, 2013 |accessdate=May 27, 2014}}</ref>
* '''Penguin 5''' (also known as Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)<ref>{{cite web|url=https://twitter.com/mattcutts/status/386231794883780609 |title=Penguin 5, With The Penguin 2.1 Spam-Filtering Algorithm |publisher=Matt Cutts |date=October 4, 2013 |access-date=May 27, 2014}}</ref>
* '''Penguin 6''' (also known as Penguin 3.0) on October 17, 2014 (impacting less than 1% English queries).<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact |publisher=Barry Schwartz|date=October 21, 2014 |accessdate=October 21, 2014}}</ref> On December 1, 2014 Google confirmed that the update was still rolling out with webmasters continuing to report significant fluctuations.<ref>{{cite web|last1=Schwartz|first1=Barry|title=Google Penguin Reversals & Fluctuations This Morning|url=https://www.seroundtable.com/google-penguin-changes-19517.html|website=Search Engine Roundtable|publisher=SE Roundtable|accessdate=2 December 2014}}</ref>
* '''Penguin 6''' (also known as Penguin 3.0) on October 17, 2014 (impacting less than 1% English queries).<ref>{{cite web|url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact |publisher=Barry Schwartz|date=October 21, 2014 |access-date=October 21, 2014}}</ref> On December 1, 2014 Google confirmed that the update was still rolling out with webmasters continuing to report significant fluctuations.<ref>{{cite web|last1=Schwartz|first1=Barry|title=Google Penguin Reversals & Fluctuations This Morning|url=https://www.seroundtable.com/google-penguin-changes-19517.html|website=Search Engine Roundtable|publisher=SE Roundtable|access-date=2 December 2014}}</ref>
* '''Penguin 7''' (also known as Penguin 4.0) on September 23, 2016<ref>{{cite web|last1=Illyes|first1=Gary|title=Penguin is now part of our core algorithm|url=https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html|website=Google Webmaster Central Blog|publisher=Google|accessdate=23 September 2016}}</ref>
* '''Penguin 7''' (also known as Penguin 4.0) on September 23, 2016<ref>{{cite web|last1=Illyes|first1=Gary|title=Penguin is now part of our core algorithm|url=https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html|website=Google Webmaster Central Blog|publisher=Google|access-date=23 September 2016}}</ref>


==See also==
==See also==
Line 46: Line 46:
* [[PageRank]]
* [[PageRank]]
* [[Google Pigeon]]
* [[Google Pigeon]]
* [[Knowledge Graph]]


==References==
==References==
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[[Category:Link analysis]]
[[Category:Link analysis]]
[[Category:Google Search|Penguin]]
[[Category:Google Search|Penguin]]
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Latest revision as of 12:05, 23 November 2024

Google Penguin is a codename[1] for a Google algorithm update that was first announced on April 24, 2012. The update was aimed at decreasing search engine rankings of websites that violate Google's Webmaster Guidelines[2] by using now declared Grey Hat SEM techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page. Such tactics are commonly described as link schemes.[3] According to Google's John Mueller,[1] as of 2013, Google announced all updates to the Penguin filter to the public.[4]

Effect on search results

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By Google's estimates,[5] Penguin affected approximately 3.1% of search queries in English, about 3% of queries in languages like German, Chinese, and Arabic, and an even greater percentage of them in "highly spammed" languages. On May 25, 2012, Google unveiled another Penguin update, called Penguin 1.1. This update, according to Matt Cutts, former head of webspam at Google, was supposed to affect less than one-tenth of a percent of English searches. The guiding principle for the update was to penalize websites that were using manipulative techniques to achieve high rankings. Pre-Penguin sites commonly used negative link building techniques to rank highly and get traffic. Once Penguin was rolled out, it meant that content was key, and those with great content would be recognised and those with little or spammy content would be penalised and receive no ranking benefits.[6] The purpose according to Google was to catch excessive spammers. Allegedly, few websites lost search rankings on Google for specific keywords during the Panda and Penguin rollouts.[7] Google specifically mentions that doorway pages, which are only built to attract search engine traffic, are against their webmaster guidelines.

In January 2012, the so-called Page Layout Algorithm Update[8] (also known as the Top Heavy Update)[9] was released, which targeted websites with too many ads, or too little content above the fold.

Penguin 3 was released October 5, 2012, and affected 0.3% of queries.[10] Penguin 4 (also known as Penguin 2.0) was released on May 22, 2013, and affected 2.3% of queries.[11] Penguin 5 (also known as Penguin 2.1)[12] was released on October 4, 2013, affected around 1% of queries, and has been the most recent of the Google Penguin algorithm updates.[13]

Google was reported to have released Penguin 3.0 on October 18, 2014.[14]

On October 21, 2014, Google's Pierre Farr confirmed that Penguin 3.0 was an algorithm "refresh", with no new signals added.[15]

On April 7, 2015, Google's John Mueller said in a Google+ hangout that both Penguin and Panda "currently are not updating the data regularly" and that updates must be pushed out manually. This confirms that the algorithm is not updated continuously which was believed to be the case earlier on in the year.[16]

The strategic goal that Panda, Penguin, and the page layout update share is to display higher quality websites at the top of Google's search results. However, sites that were downranked as the result of these updates have different sets of characteristics. The main target of Google Penguin is to focus on The so-called "black-hat" link-building strategies, such as link buying, link farming, automated links, PBNs, and others.[17]

In a Google+ Hangout on April 15, 2016, John Mueller said "I am pretty sure when we start rolling out [Penguin] we will have a message to kind of post but at the moment I don't have anything specific to kind of announce."[18]

Penguin 4.0 (7th Penguin update)

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On September 23, 2016 Google announced that Google Penguin was now part of the core algorithm[19] meaning that it updates in real time. Hence there will no longer be announcements by Google relating to future refreshes.[20] Real-time also means that websites are evaluated in real-time and rankings impacted in real-time. During the last years webmasters instead always had to wait for the roll-out of the next update to get out of a Penguin penalty. Also, Google Penguin 4.0 is more granular as opposed to previous updates, since it may affect a website on a URL-basis as opposed to always affecting a whole website. Finally, Penguin 4.0 [21][22] differs from previous Penguin versions since it does not demote a web site when it finds bad links. Instead it discounts the links, meaning it ignores them and they no longer count toward the website's ranking. As a result of this, there is less need to use the disavow file.[21] Google uses both algorithm and human reviewers to identify links that are unnatural (artificial), manipulative or deceptive and includes these in its Manual Actions report for websites.[23]

Google's Penguin feedback form

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Two days after the Penguin update was released Google prepared a feedback form,[24] designed for two categories of users: those who want to report web spam that still ranks highly after the search algorithm change, and those who think that their site got unfairly hit by the update. Google also has a reconsideration form through Google Webmaster Tools.

In January 2015, Google's John Mueller said that a Penguin penalty can be removed by simply building good links. The usual process is to remove bad links manually or by using Google's Disavow tool and then filing a reconsideration request.[25] Mueller elaborated on this by saying the algorithm looks at the percentage of good links versus bad links, so by building more good links it may tip the algorithm in your favor which would lead to recovery.[26]

Confirmed Penguin updates

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  • Penguin 1 on April 24, 2012 (impacting around 3.1% of queries)[27]
  • Penguin 2 on May 26, 2012 (impacting less than 0.1%)[28]
  • Penguin 3 on October 5, 2012 (impacting around 0.3% of queries)[29]
  • Penguin 4 (also known as Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)[30]
  • Penguin 5 (also known as Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)[31]
  • Penguin 6 (also known as Penguin 3.0) on October 17, 2014 (impacting less than 1% English queries).[32] On December 1, 2014 Google confirmed that the update was still rolling out with webmasters continuing to report significant fluctuations.[33]
  • Penguin 7 (also known as Penguin 4.0) on September 23, 2016[34]

See also

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References

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  1. ^ a b Matt Cutts. "Penguin Gets Official Name". Twitter.com. Retrieved June 5, 2018.
  2. ^ "Webmaster Guidelines - Webmaster Tools Help". Google Inc. Retrieved June 5, 2018.
  3. ^ "Link schemes - Webmaster Tools Help". Google Inc. Retrieved June 5, 2018.
  4. ^ Barry Schwartz (February 20, 2013). "No, Google Hasn't Released Unannounced Penguin Updates". Retrieved April 29, 2013.
  5. ^ "Another step to reward high-quality sites".
  6. ^ "A Guide To The Penguin Update - In Front Digital". In Front Digital. March 12, 2015. Retrieved June 13, 2016.
  7. ^ "Here Is What It Looks Like To Be Hit By Google Penguin". seroundtable.com. Retrieved June 13, 2016.
  8. ^ "Official Google Webmaster Central Blog: Page layout algorithm improvement". Googlewebmastercentral.blogspot.com. January 19, 2012. Retrieved June 5, 2018.
  9. ^ "Google Updates Its Page Layout Algorithm To Go After Sites "Top Heavy" With Ads". SearchEngineLand.com. February 10, 2014. Retrieved July 10, 2014.
  10. ^ "Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries". Matt Cutts. October 5, 2012. Retrieved June 16, 2013.
  11. ^ "Penguin 4, With Penguin 2.0 Generation Spam-Fighting". Matt Cutts. May 22, 2013. Retrieved July 10, 2014.
  12. ^ "The Penguin 2.1 Spam-Filtering Algorithm". Matt Cutts. October 4, 2013. Retrieved July 10, 2014.
  13. ^ "Penguin Algorithm, The Real Time Update".
  14. ^ "Google Penguin 3.0 Likely Released Saturday Morning".
  15. ^ "Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact".
  16. ^ Barry Schwartz (April 8, 2015). "Penguin & Panda still require manual updates". Search Engine Land. Retrieved April 30, 2015.
  17. ^ "What is Google Penguin?". ahrefs.com. ahrefs.com.
  18. ^ "Google Will Announce The Long-Anticipated Penguin Update". WebProNews. April 15, 2016. Archived from the original on November 13, 2021. Retrieved June 13, 2016.
  19. ^ "Google updates Penguin, says it now runs in real time within the core search algorithm". Search Engine Land. September 23, 2016. Retrieved April 20, 2017.
  20. ^ "Penguin 4.0: Necessary and positive improvement". Search Engine Land. October 25, 2016. Retrieved April 20, 2017.
  21. ^ a b "Google Penguin doesn't penalize for bad links - or does it?". Search Engine Land. September 28, 2016. Retrieved April 20, 2017.
  22. ^ "Google Penguin looks mostly at your link source, says Google". Search Engine Land. October 10, 2016. Retrieved April 20, 2017.
  23. ^ "Manual Actions report". Retrieved September 5, 2017.
  24. ^ "Feedback on our recent algorithm update ("Penguin")". April 24, 2012. Retrieved June 16, 2013.
  25. ^ "Google Search Console". accounts.google.com. Retrieved October 29, 2021.
  26. ^ "Google: Even Without Disavowing, Getting Good Links Can Remove Your Penguin Problems". Retrieved June 25, 2015.
  27. ^ "Another step to reward high-quality sites". Official Google Blog. April 24, 2012. Retrieved May 27, 2014.
  28. ^ "Google Releases Penguin Update 2". Matt Cutts. May 26, 2012. Retrieved May 27, 2014.
  29. ^ "Google Penguin Update 3 Released". Matt Cutts. October 5, 2012. Retrieved May 27, 2014.
  30. ^ "Penguin 4, With Penguin 2.0 Generation Spam-Fighting". Matt Cutts. May 22, 2013. Retrieved May 27, 2014.
  31. ^ "Penguin 5, With The Penguin 2.1 Spam-Filtering Algorithm". Matt Cutts. October 4, 2013. Retrieved May 27, 2014.
  32. ^ "Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact". Barry Schwartz. October 21, 2014. Retrieved October 21, 2014.
  33. ^ Schwartz, Barry. "Google Penguin Reversals & Fluctuations This Morning". Search Engine Roundtable. SE Roundtable. Retrieved December 2, 2014.
  34. ^ Illyes, Gary. "Penguin is now part of our core algorithm". Google Webmaster Central Blog. Google. Retrieved September 23, 2016.
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