Havas Media Group Focus : Google Penguin 2.0


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Havas Media Group Focus : Google Penguin 2.0

  1. 1. GOOGLEPENGUIN2.0May 2013
  2. 2. © 2013 Havas Media Group 2Google Penguin 2.0HAVAS MEDIA GROUP FOCUSLead ContributorsALAN BOUGHENGlobal Search DirectorHavas Media Groupalan.boughen@havasmg.com@alanboughenDAVID FREEMANHead of SEOHavas Media UKdavid.freeman@havasmedia.com@davefreemanROB GRIFFINEVP, Product DevelopmentHavas Media Grouprob.griffin@havasmg.com@telerobWINSTON BURTONSEO DirectorHavas Media USwinston.burton@havasmedia.com
  3. 3. © 2013 Havas Media Group 3Google Penguin 2.0HAVAS MEDIA GROUP FOCUSIt is no secret that not all webmasters and SEOs play by the rules and on May22ndGoogle launched their all new Penguin 2.0 algorithm update and with ittheir latest assault on spam. Version 1.0 of the Penguin update was releasedon April 24th, 2012. Since the first version of Penguin was launched, there havebeen numerous refreshes. However, unlike Penguin 1.0, Penguin 2.0 goes a lotdeeper and looks at a much wider set of pages.The warning signs have been out there for a number of years and we’ve all seenthe direction that Google has been been going with their previous Panda andPenguin updates. If your site has been negatively impacted by Penguin 2.0, youwill have likely been in the following scenario:A. You’ve been expecting it and understood the risks of the strategy you were takingB. Your SEO agency or in-house team have been using unethical techniques with or without your knowledgeEither way and whilst it may be difficult to accept, the impact of Penguin 2.0 ismost likely well deserved. If you’ve being playing by the rules, the chances are youhave either remained relatively static or have gained from the algorithm update.Whilst it is far too early to determine the exact levers that Google has tweakedwith Penguin 2.0, early indicators are:• Numerous link networks have been devalued• Bad link neighbourhoods have been devalued• Link velocity – link spikes may be ignored and steady link growthrewarded• Link trust will become an even more important factor with lesstrustworthy link sources being devalued• Further anchor text devaluation. The thresholds on the levels of genericanchor text usage have increased• Contextual relevancy will become more important and links that are notcontextually relevant have had their value decreased• Brand mentions could play a stronger role going forward, i.e. brandmentions that are not links• There is a chance social signals could play a more important role inPenguin 2.0 but currently this is just speculationPenguin Update Overview
  4. 4. © 2013 Havas Media Group 4Google Penguin 2.0HAVAS MEDIA GROUP FOCUSAccording to Google’s head of web spam, Matt Cutts, Penguin 2.0 is nowcomplete and affects 2.3 percent of English-U.S. queries, and that it affectsnon-English queries as well. Cutts also mentioned that the scope of Penguinvaries by language, e.g. languages with more web spam will see more impact.Whilst the statement from Google stated the rollout was complete, acrossthe globe we have been seeing fluctuations in results. We feel this is Googletweaking the algorithm to eliminate unexpected results and to ensure theupdate targeted the correct sites. This means that your rankings and trafficlevels have not yet settled and further movements are possible.The Penguin 2.0 update was set to be huge as alluded to earlier in the year,again by Google’s head of web spam with the following statement:“The update will be significant and one of the most talked about Googlealgorithm updates this year.”Penguin 2.0 has had a sizeable impact and has certainly mixed the results up.However, the update was too weak from our perspective. We can still see ahuge number of sites that are being supported by paid links. Interestingly, on27thMay, the following statement was provided via twitter:Whilst there is no timeframe in the above warning, it is a clear message thatthere is a lot more to come from Penguin 2.0. In our view, this also ties in withthe fluctuations in results that we have been seeing since the initial launch ofPenguin 2.0, with Google tweaking and perfecting the initial soft launch of theupdate before they move on to make the alogorithm more aggressive.Plenty more to come from Penguin 2.0
  5. 5. © 2013 Havas Media Group 5Google Penguin 2.0HAVAS MEDIA GROUP FOCUSFirstly, let’s be really clear. Penguin 2.0 is not a penalty; it is an algorithmupdate. If you have lost a huge percentage of your traffic and rankings, it isbecause a lot of your links have been devalued - removing them won’t make adifference.Your current rankings are based on what your site deserves based on the ethicalaspects of your link profile. If you were caught in scenario B that we mentionedearlier, it’s time to move on, change agency and start over.On top of this, we have been given a clear indicator that Penguin 2.0 is going tobecome more aggressive over time and that what we experienced on 22ndMaywas essentially just the soft launch.So, if you have already been negatively impacted by Penguin 2.0, in all likelihoodthe impact will worsen. If you haven’t been impacted yet it doesn’t mean you’rein the clear - and when Google turns up the dial on Penguin 2.0, you could wellbe on Google’s radar.What does Penguin 2.0 mean for you?
  6. 6. © 2013 Havas Media Group 6Google Penguin 2.0HAVAS MEDIA GROUP FOCUSWe’re not going to sit here and say we can help you recover, because, as wementioned above, Pengiun 2.0 is an algorithm update and not a penalty. It isgoing to take a complete change in strategy to get back to where you wereand it’s going to take time. But we will leave you with some food for thought.If you’ve been hit hard by Penguin 2.0 or are worried about what the futureholds given that Penguin 2.0 will only get more aggressive, have a chat withour teams. Why?• We pride ourselves on 100% ethical and sustainable strategies - we’renot just saying this, we have the track record to prove it• We are content driven, we place content marketing at the heart of ourapproach• Our clients benefit from updates like these• We will build and execute a strategy for you that will drive long-termsuccess• Clients work with us because we drive business growth through organicsearch and we don’t put your website and, most importantly, yourbusiness at risk• Penguin 2.0 is a significant update to Google’s natural search resultsranking algorithm, designed to further reduce the impact of spam on thenatural SERPs.• Penguin 2.0 will likely be tweaked by Google and have more of animpact over the coming weeks and months.• Website owners should not be worried if they have followed ethical SEOand link-building practices – if anything this update should improve theirrankings as spammy sites move down the SERPs.• If you have been hit hard by Penguin 2.0 as a result of unethical SEOtechniques, you should take a long, hard look at your SEO strategy,whether executed in-house or at an agency, and consider switching toan ethical SEO agency such as Havas Media for sustainable long-termresults.What next?Conclusion
  7. 7. © 2013 Havas Media Group 7Google Penguin 2.0HAVAS MEDIA GROUP FOCUS• http://searchengineland.com/library/google/google-penguin-update• http://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/• http://www.mattcutts.com/blog/what-to-expect-in-seo-in-the-coming-months/• http://blog.searchmetrics.com/us/2013/05/23/google-penguin-update-2-0-loser-analysis/Resources
  8. 8. www.havasmediagroup.comProduced by Havas Media Group