The Google Penguin is an algorithm update that was launched by Google to target link spams and link building practices that are manipulative. It was first introduced in 2012 as the “webspam algorithm update” but later became officially known as the Penguin, a term which originated from a tweet by Matt Cutts who was the Google webspam team’s head at that time. Although the Google Penguin has been around for a few years now, many digital marketers and website owners still don’t fully understand what the algorithm update was all about. So to help them obtain the basic understanding of the algorithm, this article details some of the useful information about the Google Penguin, and these are the following. 1. Google Penguin’s Launch Dates The first version of the Google Penguin algorithm update was launched in April 2012. Upon its release, Google estimated that it affected about 3 percent of the search results. It was upgraded several times, and the fourth update was implemented in May 2013 which eventually changed around 2.3 percent of the queries received by Google. 2. Google Penguin’s Purpose The Google Penguin was launched as part of Google’s efforts to counter low-quality content, manipulative link building practices and target spamming. It was released after the Google Panda and regarded as its extension. However, it was designed to deal with the widespread manipulation of rankings and search results practised by a lot of websites that employ black hat techniques on link building. Therefore, the update’s primary purpose is to control or at least minimise the effectiveness of the black hat techniques used to boost link building. In short, the Google Penguin works to ensure that the relevant and authoritative links are rewarded while spammy and manipulative ones are downgraded. 3. Google Penguin’s Updates Google subjected the Penguin to some updates and refreshes. The Penguin 1.1 was released on March 26, 2012, to refresh its updates within. This was followed by the Penguin 1.2 on October 5, 2012, which is a regarded as another refresh but affected international queries received by Google. The Penguin 2.0 which is considered as a technically-advanced version was launched on May 22, 2013. This release significantly impacted the search results. The update 4.0 was launched on October 17, 2014. Although it was known as a significant update, it was viewed by experts as a data refresh. The final update which is the Penguin 4.0 was implemented on September 23, 2016. It is in this update where the Penguin was incorporated into the core algorithm.
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