What you need to know about Google Penguin 4.0

Posted by Kathy Snow on September 28th, 2016

Google algorithm updates can significantly impact a business’s online rankings. With the recent roll-out of Penguin 4.0, a business’s search engine ranking strategy needs to be based on creating a genuine, natural, online presence. All technical work aside. Of course, businesses who are conducting strategies which do not align with Google’s best-practice policy, can see some search engine ranking penalties come from this.

We’ve outlined the importance of the Penguin 4.0 algorithm update and what it means to our clients and any business owner.

So What is  Penguin 4.0  anyway? 

Penguin 4.0 focuses on the quality of backlinks pointing to a site.  Google has been doing these types of updates for years (hence iteration 4.0) where they may penalize websites for a myriad of reasons including links creating spam, former obsolete SEO practices, spammy foreign links, and spam bots among others. 

The bottom line – It’s a good thing.  Google does these updates so they are continually providing relevant search results.  Ultimately, companies like Surround and other SEO experts google-premier-partnerwelcome these more robust and rigorous SEO practices to eliminate companies that try to game the linking system with poor quality, spammy backlinks.  We believe this represents an incredible opportunity for our clients. This shakeout will reduce competitors in the field, and allow for best practice based companies to succeed. SEO continues to be a long-term, low-cost channel compared to other forms of online and offline media.

Here’s what’s different with Penguin 4.0

Moving Parts ImageThe Penguin 4.0 algorithm happens in real time. This new Penguin update is much more granular and targets specific pages and keywords and occurs in real-time. Website owners no longer have to wait months or years between updates to recover. The rank of a page is evaluated each time Google crawls and indexes your website and pages. Fixes can now occur in days or weeks given your sites refresh rate.  To understand more about Google’s Penguin 4.0 update, check out these 10 things you should know


How Will it Impact My Business?

During our on-going assessments this week, we are seeing wins, no-change and losses across companies, industries, clients and competitors.  Link management is part of the process of running a successful SEO program. Surround has already been proactive in this regard, spending time expanding our work to run link and technical audits to understand the risk (or lack thereof) to our clients.  We remain proactive, conducting assessments on client sites to determine what impact the algorithm update has caused.  Ensuring proper optimization practice as part of our SEO service is ongoing, and is something we take pride in maintaining. We’re watching closely with respect to organic traffic, keyword rank changes and potential link risks.  If necessary action is required you will hear from your Account Manager.  If you are not a client of Surround’s and would like to know how we can help, reach out here.

In the end, Surround will continue the journey to drive organic traffic and business to our client’s websites and we embrace this new, evolving digital era. We are confident with the positive results our clients continue to see, and we are ever more confident now that a positive algorithm change has occurred.

We look forward to providing you with positive, best-practice SEO strategy!