Content Marketing Blog

Is the highly anticipated Penguin update just a refresh?

How to use high value content
Click for free download

At the beginning of this month, Google’s Webmaster Trends Analyst Gary Illyes announced a Penguin update was on its way.

The algorithm was thought to be a complete rewrite from the previous updates, largely because it had been about a year in the making.

The update, which Illyes referred to as a ‘delight’, rolled out last Friday, Google confirmed to Search Engine Land.

While Illyes said the update would benefit publishers and web users alike, the outcome was hardly as dramatic as promised.

The so called Penguin 3.0 is said to affect less than 1 percent of all US English search results, revealed Pierre Far, Webmaster Trends Analyst at Google UK.

Penguin 1.0, which took place in 2012, impacted 3.1 percent of queries, while Penguin 2.0 affected 2.3 percent.

Far calls the update a refresh, excluding any information about new ranking signals or algorithmic rewrites, so the Penguin update is assumed to be no different from before.

Penguin updates look at the background of sites rather than the content itself, which is what Panda analyses. This means there is no language barrier for the Penguin update, so it could affect more results from other languages, explaining the low percentage of English results affected.

Mr Far also said it’s a drawn-out update, and will take place over the next few weeks.

But businesses conducting content marketing that were hit by this Penguin refresh will have to wait patiently for the next update (which Illyes assured would come much sooner).

Websites that have corrected themselves after being penalised by last year’s Penguin update should be rewarded with a suitable ranking this time around, assured Far.

Posted by Dylan Brown