How the Penguin 4.0 Update Affects your Marketing

How the Penguin 4.0 Update Affects your Marketing

The penguin 4.0 update to the google algorithm  that premiered in September of this year, has now been active for a few months. We’ve watched as the changes promised have taken shape because of the vitality of an organization’s website. In today’s online environment most of your advertising and marketing efforts drive web traffic first and foremost. Now for those of you who make website changes infrequently, the end of the year is a common time to make that list of necessary updates for the coming year. There are two major points to this update that have already most likely affected your website.

#1 With the latest update, Penguin’s data is refreshed in real time. According to Google “Changes will be visible much faster, typically taking effect shortly after we recrawl and re-index a page.”

This means newly published content will not take as long to rank in google searches. It also allows content to fall in rankings faster as others create new content on the topics. One tip is to refresh a piece of great content you wrote in 2016. Add information and republish as a secondary version to keep it ranking well.

#2 Per Google’s site, “Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.”

As a website owner, this means a portion of your site may be ranked lower without it devaluing your whole site due to untrusted information, backlinks or other spam like elements. This can be valuable to those who have spam or hacker issues that they are working to resolve. Sites whose whole functionality is driven by spam backlinks will be punished more harshly than previously.

In terms of your marketing efforts, I want to encourage every business to make content a priority in 2017. Review your website and refresh general content where you can, extinguish any bad or untrustworthy links. If you have been putting off introducing a blog or other content building on your website, make a plan for the next year.  As experts in your field, share your knowledge and educate consumer to your product, your services and your business as a whole. Without fresh content your website’s organic ranking will continue to struggle.

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