How Google’s ‘Penguin’ is changing the face of SEO

Google’s latest update to its algorithm, dubbed ‘Penguin’, was only released on 24th April, but has already had a huge impact on hundreds of companies over the last few months and the way in which they strategise their search engine optimisation efforts.

The update is designed to counter web spam and over optimisation, by penalising sites that employ these underhand techniques with a significantly lower ranking in the Search Engine Results Pages (SERPs).

Google’s Head of Webspam, Matt Cutts, announced Penguin in a blog post, which explained the principles on which the update is based. In particular, he emphasised the differentiation between ‘white hat’ SEO and ‘black hat’ web spam, highlighting the benefits of the former and the pitfalls of the latter.

The blog post stressed the importance of maintaining a focus of high quality content and user-focused pages under the principles of ‘white hat’ SEO and avoiding any of the ‘black hat’ techniques, such as keyword stuffing, link schemes, or unoriginal, duplicated content.

The online pharmaceutical sector is likely to be as affected as any other area of business, and so it is important for digital marketers in the industry to fully understand the Penguin update, and be aware of what they need to do to prevent their company from being affected – by Penguin or any of its successors. Cutts estimates the update will only affect around 3% of queries negatively, so as long as digital marketers follow and maintain the ‘white hat’ SEO guidelines, it is unlikely that there will be a detriment to their company’s online presence.

If your healthcare, medical or pharma website has been hit by the Google Penguin update then get in touch to learn more about how we can help you fix the SEO problems you might be facing.