In April of 2011 Google rolled out what it called the Panda update. The Panda update was an algorithm change designed to enhance the user experience as well as produce higher quality search results. In order to achieve this, Google’s spam team tightened the reins on link farms and spam networks favouring those who produce high quality, unique content.

Fast forward a year and Google’s mission for better usability was enforced once again with the UK arrival of the Penguin update on the 24th April 2012. This algorithm change is a continuation from the Panda update, but focuses more so on authority which Google determines by unique high quality content.

How could I be affected in the short term?

Many have seen dramatic changes in rankings, which may not only have affected those practising black hat techniques, but was predominantly so. The dramatic changes in Google’s algorithms have led to some legitimate smaller business feeling the wrath, as well as the users which are searching for them.

Google’s over optimisation penalty has resulted in a shift in organic rankings, and severe cases have seen websites fall from the search engine results pages altogether. Comment spam and paid text links have been the biggest culprits for this, however there are many other factors which are taken into consideration.

…And the long term?

Following on from the Penguin update, Google released 52 algorithm changes. These changes are likely to have long term affects on businesses and their future SEO strategies.

An example of this is the freshness signal, an algorithm change which better indicates to Google high quality content, therefore affecting how often a webpage is indexed. A webpage that is updated often is seen by Google as high quality content and has a better chance of ranking for more generic keywords.

Relevancy and high quality content are essential to dominating Google’s search engine results pages. As a reflection of this local listings and country identification are highly considered when Google determines relevant high quality content.

This goes to show that we cannot predict the long term affects but we can definitely expect to see Google make more and more changes to its algorithms. At 4Ps Marketing we are proud to say that none of our clients have been affected by the Penguin or Panda update, but continue moving forward in their individual digital strategies.

So what is the difference between the Panda and Penguin update?

The Panda and Penguin update are not so different from each other but should be regarded as a sequence or the evolution of Google. It is important to stay-up-to-date with Google’s algorithm changes and continues on in practicing innovative white hat SEO techniques.

I think my website has been affected, what do I do now?

In terms of the future of your business and SEO strategy, our advice is simple; adding fresh quality content, understanding and respecting user behaviour, staying on top of industry updates, keeping clear of black hat tactics alongside a bespoke digital strategy are all still the right ways to achieve long-term success.

4Ps isn’t just another SEO agency. To discuss how search algorithms and SEO are evolving together in order to keep pace with new developments in user interaction and behaviour, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data and marketing across all inbound channels. What could our search marketing consultants do for your business?