Penguin is the name of an algorithm used by Google to rank websites, it was recently updated to Penguin 3.0 in October 2014. You can also read about Google Hummingbird and Google Panda in previous blog posts.
Penguin was originally introduced to the Google ranking algorithm in April 2012. Whilst Panda works to rank great quality content, Penguin is targeted at ranking sites which are trustworthy. It is thought that Penguin focuses on spammy or unnatural links on your website, but Penguin also dislikes:
- Keyword stuffing or irrelevant use of keywords.
- Excessive links on a page.
- Pages created for search engines rather than for users.
- Pages with malicious software or behaviours.
Backlinks to your website can be priceless for increasing your Google ranking, however Penguin will evaluate all of the links to decide on the trustworthiness of the link. So when you are cultivating your backlinks it is important to ensure that the link comes from a website that is relevant to your own. When you create backlinks it is important to ask yourself if you would trust its placement. If you wouldn ™t trust the website it is from don ™t place a link.
Penguin looks to penalise spam and reduce the ranking of a spam website so that users only find relevant information. This is why keyword stuffing and the use of irrelevant keywords will negatively effect your ranking. For tips on keywords and where to place keywords read our blogs. The key with all SEO is to create a website that is designed for your users rather than for a search engine.