Mountain View, California–Another major release of Google’s Penguin algorithm is about to hit in what Matt Cutts describes as a “next generation” update. And this time, it is, according to the search engine’s Chief Webspam Engineer, “iterated” to make a timely and contemporary impact.
The last update or roll out of the Penguin algorithm was in the last quarter of 2012, several months after its initial release.
Penguin is a code name for an algorithmic signal which is a specific link filter. Sites which have engaged in practices outside or against Google’s Webmaster Guidelines will be those most affected by the refresh. Manipulative linking schemes are the primary target of Penguin and some big name sites have suffered the wrath of the algorithm’s penalization.
JCPenny and Interflora, a popular British flower vendor, were both hit when Penguin first debuted. At the time, Google did not comment on the penalization, but it was believed the search engine’s filter essentially took out the companies from its search results because neither ranked for their industry keywords after Penguin’s release.
It’s now believed that Google is re-releasing Penguin after several months of data collection through re-submission requests and thousands of disavow implementations. With that knowledge and real world impact information in-hand, the search engine can refine the penalization property to target sites which have been over optimized. It also will likely have an adverse impact on sites that are keyword stuffed, contain duplicate content, involved in link schemes and/or cloaked.
The newest Penguin release will also go after “bad neighbor” sites, as the search engine now has more comprehensive data on where those particular web properties exist. Sites which have acquired many, many links over an inordinate short period of time or have purchased large quantities of links will be the most impacted. In all likelihood, Google won’t remove penalized sites completely from its index, but will devalue said web properties significantly, rendering them to obscurity.
Penguin was first released in April of 2012, a refreshed version was rolled out in May of 2012 and the final re-release occurred in October of the same year. The search engine states that about 3 percent of English language sites were affected with the first release and approximately 0.3 percent were impacted in the third update.