All has been pretty quiet on the Google front of late, with the search community poised, waiting to learn the next major shift in SEO. While SERP layouts and mobile tweaks have alerted the way we build and manage websites, significant Penguin and Panda updates have started to feel like a thing of the past.

However, this week it appears Google has come out of hibernation, rolling out what the industry has coined ‘Penguin 4.0’. Implementing major changes the Penguin algorithm was first announced in 2012, a Google effort to elevate content quality. Penalising sites with thin or spammy content, Penguin gave marketers a kick up the digital bum, only rewarding websites that offered rich, detailed and valuable copy. Rolling out a series of updates over the course of the last few years, Penguin 4.0 will yet again encourage more informed content, making businesses like Ivy Marketing much in demand.

Penguins 4.0: what impact will it have on my site?

Core algorithm

Seeing all SEOs sit up and take notice the update claims its moving Google Penguin into Google’s “core” algorithm. While being pretty vague what we do know is that many ranking factors contribute to a site’s position, with the outlines of Penguin being more relevant than ever. Coverage from Forbes confirms:

‘Being a part of the core makes Penguin more integrated, smoother, and (arguably) more significant as a part of the search engine rankings’.

Spanks for spam

Google used to work in more of a lenient fashion when is came to spam and link-building, however, it appears this update will rid of that, with ill practice now seeing penalties issued almost immediately. Rather than refreshing every few months at unpredictable intervals, Penguin refreshing will be constant.

This is great news for those that have fallen down the ranks as a result of spammy links, not having to wait until the next update to see effective marketing efforts recognised.

Non-mandatory full-domain penalties

Until now Google used spam indicators to decide whether an entire site was worthy of a climb or penalty. Thought to be an ineffective way of monitoring, pages will now be assessed on an individual basis, with spam links only having an impact on the ranking of the pages it points to.

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