The document explains how search engines, particularly Google, use algorithms such as Panda, Penguin, Hummingbird, and others to rank websites based on content quality and SEO practices. Key updates like Panda focus on penalizing low-quality content, Penguin on link quality, and Hummingbird on understanding search queries better. The document emphasizes the importance of creating high-quality content and maintaining good SEO practices to optimize rankings and avoid penalties.

2. There are many active Web sites on the Internet today.
The task of sifting through all those sites to find helpful
information is massive. That's why search engines use
mathematical calculations to get exact searched results.

3. These mathematical instructions that tell computers how
to complete assigned tasks and look for clues to give us
back exactly what we are searching for are known as
Algorithms.

4. Google's Algorithm does the work for us by searching out
Web pages that contain the keywords we are searching,
then assigning a rank to each page based on several
factors. Higher ranked pages appear further up in
Google's search engine results page (SERP).

5. So far, their are many algorithms launched by Google
including Panda, Penguin and Hummingbird etc that
influence search ranking. Lets learn how these algorithms
work and how we can optimize your website so that when
these algorithms are updated, we would know how to
safeguard our site from being penalized.

6. GOOGLE PANDA
Released in 2011 and still active to the day, Google Panda
was created to lower the rank of “ low- quality “ sites and
return higher quality site near the top of the search results.
Google Panda takes the quality of a site’s content into
account when ranking sites in the search results. As a
result, this causes higher quality content website to rank
higher in the search results while low-quality content
websites drops.

7.  Create high-quality, unique content that answers the
question searchers are asking in order to prevent Google
Panda from negatively impacting your site.
 It is important to note that Panda does not target user-
generated content.

8. HOW TO JUDGE HIGH QUALITY
CONTENT?
 Are You Using the Appropriate Length of Content?
 Are You Using Proper Grammar and Spelling, and
is Your Content Coherent?
 Are You Using Proper Page and Text Formatting?
 Are You Achieving An Appropriate Readability
Score?
 Does the Content Provide Value?

9. Till Today, Google has released 25
updates for Panda alone.

10. GOOGLE PENGUIN
After identifying and penalizing the websites that had
poor content, it was time for Google to focus on correct
SEO practices.
In 2012, the search giant rolled out Google Penguin to
regulate websites that were considered spammy or
overly-optimized.

11.  Penguin deals solely with link quality and nothing else. Sites
that have purchased links or have acquired low-quality links
through places such as low-quality directories, blog spam, or
link badges and infographics could find their sites no longer
ranking for search terms.
 The Penguin targeted sites that manifested keyword stuffing
as well as those that practice black-hat SEO. On the other
hand, this algorithm rewarded the sites that use white-hat
SEO and that are of high quality in a generic sense.

12.  Penguin only deals with a site’s incoming links.
Google only looks at the links pointing to the site
in question and does not look at the outgoing links
at all from that site.
 If you suspect your site has been negatively
impacted by Penguin, you need to do a link audit
and remove or disavow the low quality or spammy
links.

13.  How to Evaluate Link quality?
There are so many factors that effects the quality of link like
Domain authority, Page authority, Context, Anchor text,
etc.
 Things to implement to avoid a Penguin penalty
 Remove/edit anchor text optimized backlinks.
 Keep it natural.
 Make sure links pointing out are relevant to your domain or at
least to the article.

14. GOOGLE HUMMINGBIRD
Hummingbird is a part of Google search algorithm and
was the first major change to their algorithm since 2001.
Hummingbird is not specifically a spam targeting
algorithm, but instead an algorithm to ensure they are
serving the best results for specific queries. Hummingbird
is more about being able to understand search queries
better, particularly with the rise of conversational search.
Hummingbird is more about being able to understand
search queries better, particularly with the rise of
conversational search.

15. It is believed that Hummingbird is positively impacting the
types of sites that are providing high-quality content that
reads well to the searcher and is providing answers to the
question the searcher is asking, whether it is implied or
not.

16. GOOGLE MOBILE FRIENDLY
UPDATE
 Released on April 21, 2015, Google Mobile Friendly
Update was designed to give a boost to mobile-friendly
pages in Google’s mobile search results.
 this algorithm includes ways to improve the mobile-
friendliness of your pages.
 One of the best ways to prepare is to test that Google
considers your web pages to be mobile-friendly by using
its Mobile-Friendly Test tool.

17. GOOGLE PIGEON UPDATE
 Google Pigeon is the code name given to one of Google's
local search algorithm updates. This update was released
on July 24, 2014. The update is aimed to increase the
ranking of local listing in a search.
 The purpose of Pigeon is to provide preference to local
search results. This is quite useful for the user and local
businesses. Some complained about the ranking being
decreased whereas others reported improvement in the
search rankings.[3]As per the webmaster's understanding,
this update has location and distance as key part of the
search strategy. The local directory listings are getting
preferences in web results.

18. GOOGLE PAYDAY UPDATE
Launched on June 11, 2013 – the “Payday Update” was a
new algorithm targeted at cleaning up search results for
traditionally “spammy queries” .

19. GOOGLE PIRATE UPDATE
The Pirate update was announced in 2012 as a new signal
in Google’s rankings algorithm designed to prevent sites
from many copyright infringement reports, as filed through
Google’s DMCA (The Digital Millennium Copyright
Act)system, from ranking well in Google’s listings. The
filter is periodically updated.

20. GOOGLE EMD UPDATE
The EMD(Exact Match Domain) Update — for “Exact
Match Domain” — is a filter Google launched in
September 2012 to prevent poor quality sites from
ranking well simply because they had words that match
search terms in their domain names.

21. GOOGLE TOP HEAVY UPDATE
Google launched Top Heavy was in January 2012 to
prevent sites that were “top heavy” with ads from ranking
well in its listings. Top Heavy is periodically updated. When
a fresh Top Heavy Update happens, sites that have
removed excessive ads may regain lost rankings. New
sites deemed too “top heavy” may get caught.

22. THANK YOU!