The Latest Google Algorithm - Penguin 2.1

The Latest Google Algorithm - Penguin 2.1

During my time as a Digital Marketing Intern at Surrey Marketing Agency, Red Ant Solutions, I have experienced first-hand the importance of keeping up to date with all the hottest updates and trends that are constantly evolving in the marketing industry.


Being an SEO Agency means it is crucial to monitor the latest changes affecting search results and page rankings for our clients.

So does the arrival of winter mean we are experiencing ice cold temperatures and … penguins?! Well not quite.  Back on October 4th Matt Cutts – the head of the Webspam team at Google, introduced us to the latest Google algorithm update – Penguin 2.1. Now this is not a replacement of the Hummingbird algorithm we discussed last month but rather a part of it.  Penguin 2.1 is an update from the Penguin 2.0 algorithm targeting black hat webspam launched back in May of this year.

Impact of Penguin 2.1

This algorithm was brought to our attention when we noticed a slight drop in traffic towards the beginning of October when monitoring a new SEO client – which coincided nicely with the Penguin 2.1 update. This algorithm targets websites with low quality backlinks such as spammy directories, and unrelated or irrelevant links. Although it is hard to determine how great of an impact Penguin 2.1 has had overall on search results, a quick browse of internet forums and blog comments has shown the expected response – some companies being hit hard, others seeing improvements, whilst the majority are oblivious to any update having been introduced.

So what happens now in terms of SEO?

In order to combat against the effects of Penguin 2.1 unfollow or disavow any bad links to your website that you do not want to be associated with. Focus on creating valuable and useful content that will create natural links which is great for SEO. There is little need for concern at our agency.  By continuing to follow SEO best practices as well as Google’s guidelines, whilst focussing on high quality and relevant content, this will create natural links for our websites consequently improving their rankings. So Google is happy, our clients are happy, their customers are happy – and so are we!

And when will we see our feathered friend again? From looking at Google’s previous updates of the Penguin algorithm we predict this won’t be until spring 2014.

25 November 2013

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