SEO Tips - How Updated Google Panda and Penguin Work

Anyone that is familiar with search engine optimization (SEO) should have noticed a difference in how Google ranked sites beginning in February 2011. This was the first appearance of Google Panda, a new search results ranking algorithm that was aimed at directing traffic towards higher-quality sites and away from sites that used SEO to simply draw people in and flood them with advertisements and cheap or useless content. Google Panda has had a significant impact on the internet and many companies and businesses were forced to completely redesign their sites and content to achieve their former rankings on Google’s search pages.

One of the largest differences between Google Panda and Google’s previous ranking formulas is that it impacts the rating of the whole site instead of just individual pages on the site. Panda is based on the research patterns of thousands of human testers who visited sites and measured them based on quality, design, trustworthiness and whether the site was actually useful based on the SEO keywords. Panda gives ranking preference to newer content, which has promoted debate about the impact it has on sites with content that is considered unchanging. Many users enjoy Panda, because search results are generally considered more helpful and relevant instead of directing users to junk sites that only want advertisement revenue.

Google has been constantly updating the Panda algorithm. The most significant update came in the form of Google Penguin in April 2012. Penguin seeks to hone search results even further by preventing over optimization of sites that use keyword stuffing and link schemes that frustrate Google’s users. Essentially, Penguin seeks to find and penalize web spam. The penalties from Penguin take the form of a severe downgrade in ranking on Google’s search pages which can lead to severe losses for the company or webmaster.

Google has stated the Panda and Penguin algorithms are aimed at creating a better user experience and provide people with only the highest-quality sites. Many SEO UK companies, and companies around the world, feel that they are being pressured into producing more content faster to stay get a high ranking and that their sites may be unfairly penalized by Google. The best way to avoid a low ranking from Panda and Penguin is to offer content that is updated frequently, is on topic and does not use any form of spam, keyword stuffing or SEO abuse.

About The Author
Kate Ford is Tech writer from the UK. Catch her @thetechlegend on Twitter

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