The Plus And Minus Of Google Penguin Update
In April 2012, Google has launched Penguin Update to catch websites that are deemed to spam the search results. And in particular, this is to catch websites that buy links or is getting them through link networks mainly designed to boost the website’s rankings. The update is focused on decreasing the website and even web pages rankings that have made use of black hat SEO techniques.
Needless to say, different pages have a different site ranking that’s given by Google to them. This page rank determines the frequency of its appearance on search results supposed that they are related to the search keyword used by people. As an example, if the end user has searched for watches and jewelry and it happens that your site is about it, then you are going to get higher page ranking compared to others, putting you on 1st or 2nd pages of search results.
With the proper use of different SEO techniques, the website owner has the ability of manipulating the results, allowing them to get higher page ranking, which makes their site appears on first page. But when Google Penguin update was launched, those website owners that are using black hat SEO techniques such as cloaking, keyword stuffing and the likes are given with lower page ranking and penalized, putting them in a not so good position. Websites that use SEO techniques allowed by Google however will not be affected much with this update.
To website owners that are not using forbidden SEO techniques and instead legit or white hat SEO that are allowed by Google, this update is going to be very beneficial. This is increasing their page ranking a lot while generating more customers in the process since their websites are likely to appear on top of search results pages.
Not only that, the update is very beneficial as well for users who depend largely on the internet in finding websites that offer particular service or item that they are searching for. With this update, they are able to find websites that are more reliable and avoid those that are spammy and brings no relevant content to what they are looking for.
On the other hand, the update has affected lots of small enterprises making them out of the game. This is due to the reason that most of these small businesses depend on SEO techniques in order to keep up with bigger and more established companies. In this particular update, not just the fact that they will b penalized for utilizing SEO techniques but also, they are given with a lower priority on the search results, which is bad for business of course.
Cited reference: company website