Google announced on September 23 the incorporation of Penguin 4.0 to the main algorithm of the search engine. This update is one more step towards the quality standards that Google demands in its organic results, and will come into force for all languages at the same time.
Penguin is the signal of the Google algorithm that classifies and grants authority to the sites according to the incoming links that it detects. It was on April 24, 2012 when this type of analysis was incorporated into Google’s algorithm, with the aim of avoiding the generation of links artificially to improve the rankings.
Since the arrival of Penguin, when Google considered that a web page received links in a suspicious and unnatural way, it penalized the site and it stopped appearing for certain searches and keywords in the SERPs.
Google Penguin: faster and more effective
The main difference of this update is that, from this moment, Penguin acts in real time. Until now, Google needed an update to detect such links and, both the penalty and the revocation of it, was lengthened in time. With this change, Penguin will evolve to evaluate the links, saying goodbye forever to new releases and updates.
Another important news of Penguin 4.0 is that it will act much more granular, affecting only specific parts of the web at the level of specific URLs or directories, not the domain in its entirety. That is why we must pay special attention to focus on linkbuilding strategies with a high percentage of links on certain urls (except Home).
All this implies that, just as the penalty is more immediate, the revocation to get out of the penalty will be much more agile, shortening the deadlines to return to the original position.
We will have to wait for the next few days to see the fluctuations in the rankings as a result of this latest update.