Penguin 4.0: What You Need to Know 🐧

You may have heard of the latest Google algorithm update, Penguin 4.0. As an integrated marketing agency, specialising in digital marketing services, we keep up-to-date on all the latest Google updates. This newest change is a biggun’ and is said to be the last release of its type. So, we thought we’d take a look at it in more detail.

Essentially, Penguin filters out websites that are deemed to spam search results. Previously, penalised sites would remain penalised until the next update – which could take years (we’ve been waiting two years for Google to roll out Penguin 4.0).

However, with this latest update, Penguin becomes real-time and will run within the core search algorithm, meaning that pages will be continuously crawled and re-crawled, so sites will be caught and freed more often.

Google said in their statement:

“With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we re-crawl and reindex a page. It also means we’re not going to comment on future refreshes.” (Read Google’s full statement here).

This is both good and bad, as it means that positive changes will be recognised sooner, but it also means that Google will notice errors faster than ever and can quickly alter website rankings. Google will no longer announce future updates, they will just as part of the core algorithm.

Other changes:

  • Penguin 4.0 will target over-optimised websites, namely those with keyword stuffing and unnatural external links.
  • It will penalise websites that have tried to trick Google to increase rankings at a faster rate, making it more important than ever to do things by the book.
  • The update also means that individual pages will be penalised, rather than whole domains (as done previously).

The best way to avoid any penalties is to reassess any hazardous backlinks and review your website’s keyword density. Our advice: be more careful than ever and don’t get caught out, because Google’s bots are getting smarter.

Due to Penguin 4.0’s real-time nature, we expect to see more regular ranking fluctuations, both up and down, from page to page. We also expect to see changes and learn more as the update is fully rolled out in the coming weeks.

Zool is a multi-channel marketing agency, specialising in digital marketing services, including search engine optimisation (SEO). To find out more about our services, please get in touch on 01625 238770 or email us at


2018-03-05T14:03:41+00:00 September 27th, 2016|Digital, Organic SEO|

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