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Learnings from Google’s Penguin 2.0

Penguin 2.0 launched this week and the impact seems to be right in line with the expectations which Google has set over the past month.

Penguin 2.0 reinforces the need to adopt a structured, disciplined and consistent link-building strategy that is not only from a diverse range of sources, but which link into multiple lower level or “deep” pages of site , not just top level.


Another big difference is that Penguin 2.0 appears to be more aggressive in certain niches compared to others. The latest data shows that adult and gaming sites are being hit the hardest.  With something as complex as Penguin to begin with, and 2.0 being an even more sophisticated upgrade, one thing we can rely on is that there will be further tweaking going on for the next few weeks.

Across our portfolio, we saw modest changes in aggregate, however one trend remained clear — sites that proactively invested in the utilization of their social profiles and new content on a regular basis, in addition to sound on-page/off-page strategies continued to increase though the update; respectively.

Also, with Penguin 2.0 – Google introduced a new tool that allows users to support the ongoing identification of web spam — you can find the tool here:–0JoY9vKiJdIcMe44/viewform


Penguin 2.0 launched tackling web spam, and the initial impact appears that the US was less impacted than overseas search results.

Adult and gaming sites appear most affected, though other niches have been targeted (e.g. pay day loans).

Additionally, a New Report Form now provides consumers with the ability to report web spam in the search results page.

We’ll continue to monitor the SERPs and expect fluctuations to occur in the weeks to come as Google further fine tunes Penguin 2.0…  we’ll share more learnings along the way.


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Categories: Google Updates |