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Google Penguin 4.0 Update Gives Bad Links the Cold Shoulder

September 28, 2016

Person with iPad searching Google and drinking coffeeOriginally tested in 2012, Google released a small sampling of their algorithm update called Penguin 3.0 back in 2014. The main objective of this update was to identify websites that were trying to boost their search rankings through disingenuous link building. Though it was only released to approximately 1% of United States and U.K. users, that small percentage equated to over 12 billion search queries.

Penguin 4.0 for All

This week, Google announced it is rolling out its Penguin 4.0 update to all users across the platform. In this update, bad links aren’t simply devalued, they are “toxic.” This means that a site that has been flagged for bad links needs to not only remove the bad links, but must also undergo a link audit and a refresh of Penguin.

A Quick Response

One of the main components of Penguin 4.0 is that updates will be reflected in real time. Whereas in the past it might’ve taken weeks or months to recover from a bad link situation, the newest version will recognize changes immediately. This is good news for a site that performed badly, as it is now easier to improve rankings quickly.

Page Specific Penalties

An exercise in fairness, the new Penguin update recognizes page-specific failures without penalizing an entire site. It devalues spam by adjusting ranking based on spam signals per page, as opposed to docking the ranking of the whole website. We’re happy to see this change in application.

Do You Know How Well Your Site is Ranking?

Here at LegalRev, we’re always dialed in on the ever-changing tactics of search engine optimization. We help our clients do what they do best: protect their clients without worrying about how, or if, they are being found online. To learn more about how your site could better serve your bottom line, call us today at (800) 893-2590.

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