Google launched an update to its Penguin algorithm called Penguin 2.0 in May 2013 to crack down on spam more aggressively. The update looked more deeply at link profiles and devalued numerous link networks, low quality links, and certain types of anchor text. While the initial rollout impacted around 2% of queries, Google indicated the update would become stronger over time. Sites using unethical link building or spammy tactics were likely to see negative impacts, while ethically run sites would hold steady or benefit. The document provides analysis of Penguin 2.0's effects and implications.

1. GOOGLE
PENGUIN
2.0
May 2013

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Google Penguin 2.0HAVAS MEDIA GROUP FOCUS
Lead Contributors
ALAN BOUGHEN
Global Search Director
Havas Media Group
alan.boughen@havasmg.com
@alanboughen
DAVID FREEMAN
Head of SEO
Havas Media UK
david.freeman@havasmedia.com
@davefreeman
ROB GRIFFIN
EVP, Product Development
Havas Media Group
rob.griffin@havasmg.com
@telerob
WINSTON BURTON
SEO Director
Havas Media US
winston.burton@havasmedia.com

3. © 2013 Havas Media Group 3
Google Penguin 2.0HAVAS MEDIA GROUP FOCUS
It is no secret that not all webmasters and SEOs play by the rules and on May
22nd
Google launched their all new Penguin 2.0 algorithm update and with it
their latest assault on spam. Version 1.0 of the Penguin update was released
on April 24th
, 2012. Since the first version of Penguin was launched, there have
been numerous refreshes. However, unlike Penguin 1.0, Penguin 2.0 goes a lot
deeper 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 seen
the direction that Google has been been going with their previous Panda and
Penguin updates. If your site has been negatively impacted by Penguin 2.0, you
will have likely been in the following scenario:
A. You’ve been expecting it and understood the risks of the strategy you
were taking
B. Your SEO agency or in-house team have been using unethical
techniques with or without your knowledge
Either way and whilst it may be difficult to accept, the impact of Penguin 2.0 is
most likely well deserved. If you’ve being playing by the rules, the chances are you
have 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 tweaked
with 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 growth
rewarded
• Link trust will become an even more important factor with less
trustworthy link sources being devalued
• Further anchor text devaluation. The thresholds on the levels of generic
anchor text usage have increased
• Contextual relevancy will become more important and links that are not
contextually relevant have had their value decreased
• Brand mentions could play a stronger role going forward, i.e. brand
mentions that are not links
• There is a chance social signals could play a more important role in
Penguin 2.0 but currently this is just speculation
Penguin Update Overview

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According to Google’s head of web spam, Matt Cutts, Penguin 2.0 is now
complete and affects 2.3 percent of English-U.S. queries, and that it affects
non-English queries as well. Cutts also mentioned that the scope of Penguin
varies by language, e.g. languages with more web spam will see more impact.
Whilst the statement from Google stated the rollout was complete, across
the globe we have been seeing fluctuations in results. We feel this is Google
tweaking the algorithm to eliminate unexpected results and to ensure the
update targeted the correct sites. This means that your rankings and traffic
levels 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 Google
algorithm 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 a
huge number of sites that are being supported by paid links. Interestingly, on
27th
May, the following statement was provided via twitter:
Whilst there is no timeframe in the above warning, it is a clear message that
there is a lot more to come from Penguin 2.0. In our view, this also ties in with
the fluctuations in results that we have been seeing since the initial launch of
Penguin 2.0, with Google tweaking and perfecting the initial soft launch of the
update before they move on to make the alogorithm more aggressive.
Plenty more to come from Penguin 2.0

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Google Penguin 2.0HAVAS MEDIA GROUP FOCUS
Firstly, let’s be really clear. Penguin 2.0 is not a penalty; it is an algorithm
update. If you have lost a huge percentage of your traffic and rankings, it is
because a lot of your links have been devalued - removing them won’t make a
difference.
Your current rankings are based on what your site deserves based on the ethical
aspects of your link profile. If you were caught in scenario B that we mentioned
earlier, 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 to
become more aggressive over time and that what we experienced on 22nd
May
was essentially just the soft launch.
So, if you have already been negatively impacted by Penguin 2.0, in all likelihood
the impact will worsen. If you haven’t been impacted yet it doesn’t mean you’re
in the clear - and when Google turns up the dial on Penguin 2.0, you could well
be on Google’s radar.
What does Penguin 2.0 mean for you?

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Google Penguin 2.0HAVAS MEDIA GROUP FOCUS
We’re not going to sit here and say we can help you recover, because, as we
mentioned above, Pengiun 2.0 is an algorithm update and not a penalty. It is
going to take a complete change in strategy to get back to where you were
and 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 future
holds given that Penguin 2.0 will only get more aggressive, have a chat with
our teams. Why?
• We pride ourselves on 100% ethical and sustainable strategies - we’re
not just saying this, we have the track record to prove it
• We are content driven, we place content marketing at the heart of our
approach
• Our clients benefit from updates like these
• We will build and execute a strategy for you that will drive long-term
success
• Clients work with us because we drive business growth through organic
search and we don’t put your website and, most importantly, your
business at risk
• Penguin 2.0 is a significant update to Google’s natural search results
ranking algorithm, designed to further reduce the impact of spam on the
natural SERPs.
• Penguin 2.0 will likely be tweaked by Google and have more of an
impact over the coming weeks and months.
• Website owners should not be worried if they have followed ethical SEO
and link-building practices – if anything this update should improve their
rankings as spammy sites move down the SERPs.
• If you have been hit hard by Penguin 2.0 as a result of unethical SEO
techniques, you should take a long, hard look at your SEO strategy,
whether executed in-house or at an agency, and consider switching to
an ethical SEO agency such as Havas Media for sustainable long-term
results.
What next?
Conclusion

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Google 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. www.havasmediagroup.com
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