You may think that the biggest impact of the Penguin has already been experienced, but hold onto your hats—an aftershock could be on the way. Google is continuing to adjust the algorithm and if the Panda is anything to go by there could well be a few more jolts to come, with more sites potentially feeling the wrath of the spam-targeting Penguin whilst it evens itself out.
Matt Cutts, the head of Google’s spam-fighting team, recently talked about the Penguin update and the fact that adjustments are continuing to be made. The algorithm (and the signals associated with it) is being stabilised and improvements are being introduced, with Cutts hinting that bigger adjustments are to come with people set to experience more of an impact in terms of search ranking before the Penguin settles down.
This goes in-line with when the Panda first hit—there were a few changes in the months after the initial rollout that continued to have an impact on websites, taking several months for it all to be ironed out. But, much like the aftershocks of an earthquake, each time the results were less dramatic and these days we get near-monthly data refreshes with such subtle changes that people barely notice, and time will tell if the Penguin will change in a similar fashion.
But don’t get complacent just yet. Whilst the Penguin update is expected to even out over time, insiders are expecting the next revision to be a big one—Cutts himself even said that the next few changes will have a noticeable impact with simple data refreshes being a long way off, so it’s important for SEOs to be prepared. Tighten up your SEO efforts and make sure that there’s nothing even remotely spammy going on and you should be OK, and then all you’ve got to do is wait for the update…
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