Google Penguin 4.0 update preparation
Jul 01 2016

Google Penguin 4.0 Preparation

You might not want to pick up a Penguin anymore. The new Google Penguin 4.0 update is just around the corner, featuring new and (you could argue) improved upgrades. Think of it like the Terminator, just in Penguin form.


The way this new Penguin update differs from its predecessors is that it will be “on” constantly. Penguin 4.0 will constantly be crawling websites, searching for dead or irrelevant links, and penalising accordingly. This means that you’re going to have to change your approach to creating quality content and Search Engine Optimisation.


Previous updates have been rolled out either on a quarterly or yearly basis. That’s right; no more preparation, no more calm before the SEO storm.


So what is Google Penguin 4.0?

The whole Penguin update was originally designed to detect sites that were guilty of using “link schemes” to increase their search engine rankings.


The first product launched in 2012 caused ripples in the digital industry, and essentially crushing the work SEOs had previously put into getting their sites onto the first page of search engines.


It’s not all bad, for companies that are actually marketing the correct way they benefitted from a higher ranking in the search engines, and for those that were cheating the system, they suddenly lost their previously held top positions.


What does this mean for SEOs?

The Google Penguin 4.0 update means that SEOs are going to have to keep their sites ranking in the search engines through white hat techniques such as; targeted keywords, content that increases visit time and decreases bounce rates.


Whilst the content is still important on the sites, the Penguin 4.0 update means that companies who cheated the system – either by buying links to each web page or setting up multiple websites and linking between them – are to be punished.


So how should you prepare for Penguin 4.0?


Review your site and get rid of duplicated content

This may not be as serious as common “black hat” tactics when it comes to link building, but making sure that your site hasn’t got duplicated content can help stop you being penalised.


Get links from similar niche websites

You need to have quality back links from other sites within your area of expertise.


Work to gain links from domains that hold a greater authority than those who are smaller and less relevant.


Don’t Panic

If you’re worried about Penguin 4.0 penalising you, but you’re not sure if you’ve been using “black-hat” tactics, then chances are you haven’t. Just make sure that all the links that redirect traffic to your website are genuine, and make sure that all your content is as original as possible.


We can safely say that the new update is going to be released soon, there’s just no telling when. The SEO sign’s are saying “any time soon”, but as soon as it does, we’ll keep you updated.

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Dave H

As our MD, David finds inspiration from running a busy agency. His SEO and content marketing tips, business-savvy suggestions on keeping your company moving forward and industry expertise will give you that helping hand when it comes to making the most of your time.

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