If the very word ‘penguin’ strikes fear into your heart, you either suffer penguin-phobia or your occupation is closely tied with search engine optimization. Because this website is more likely to be tied with the latter niche, today I’m going to dwell upon one of the most important updates of the past month (and probably, the past semester) – the rollout of the new Google algorithm update – also known as Penguin 2.0.

Below in this post I’d like to spotlight the most distinctive changes to expect in the nearest future in terms of SEO, as well as to refresh our knowledge on Google algorithm updates. So, let’s look closer at our feathered friend 🙂

Anatomy and Physiology

Google Penguin was first observed on April 24, 2012. It’s a code name for a Google update developed for downranking websites that openly violate Google’s Webmaster Guidelines (participating in link schemes, cloaking – a black hat SEO technique in which the content presented to the crawler differs from that presented to the user, keyword stuffing, etc.). Penguin updates are the part of the Google’s strategy on improving user experience through displaying higher quality websites in the Google’s SERP.


Distribution and Habitat

Matt Cutts noted in his speech that the new Penguin update not only affects English-speaking part of the Internet, but other regions. The impact will depend on the web spamminess of the language.

The second-generation web spam update claims to have a much deeper impact on unscrupulous website owners. And it seems to be just the beginning (as it follows from the Matt Cutts’ video announcement).


According to the freshest researches of the most reliable SEO analytics companies, Penguin 2.0 has already influenced significantly on the following industry categories:

  • 33.0% – Retailers and General Merchandise

  • 31.2% – Real Estate

  • 30.8% – Eating Out and Nightlife

  • 29.1% – Internet and Telecom

  • 26.0% – Government and Law

  • 24.4% – Finance

  • 23.5% – Gifts and Special Occasions

  • 20.8% – Beauty and Personal Care

  • 17.3% – Travel and Tourism

  • 15.7% – Vehicles

These are the preliminary data that superficially shows which niches were affected the most (and which are respectively the spammiest). However, you shouldn’t worry if your business falls into one of these groups – Penguin is very picky, and hunts only those who violate the Guidelines. What’s more – you can fill in a special Google feedback form, if you think that your website was downranked unfairly, or you know someone owning spammy websites.

You’re definitely eager to learn whether Google Penguin 2.0 affected the Internet powerhouses. So, here is some food for thought:

  • +0.29%

  • -0.75%

  • +3.11%

  • +6.05%

  • -8.11%

  • +4.77%

  • +1.24%

  • +4.54%

The percentage shows the one-day change in increase/decrease in ranking. As we can see, Penguin was lenient towards its feathered friend Twitter and Facebook.  While Yelp seems to be the biggest loser.



Of course, it is still difficult to predict the way Penguin can affect or improve your website ranking results – we need to give the dust a few weeks to settle down in order to make solid conclusions. My advice on SEO remains the same: love your product, your website, optimize your web design, improve your user experience and remember to check the freshest trends in SEO.

By the way, here is the freshest video on this topic.