How to Favorably Position Your Website for Google’s Recent Update: Penguin 4.0

If you are experiencing a decrease in the number of leads from your website, you may want to learn about Google’s recent update: Penguin 4.0. In the SEO community, we consider it one of the most critical updates from Google. To learn more about how this update can help (or hurt) your business website, please read on.

In April 2012, Google came out with a new ranking factor called Penguin, adding to its long list of 200+ ranking factors; and according to the SEO community, Penguin is among the top 5 most important ranking factors.

Penguin is a periodic filtering process that analyzes websites’ linking approaches (such as the number of links from, to and within the sites) to detect unnatural linking schemes which Google’s regular spamming system might not detect. Penguin updates help Google’s search engine de-rank websites with apparent link schemes and/or spammy links, while also helping to up-rank good SEO websites.

Although Penguin is still a young ranking factor recently named (since April of 2012), its DNA goes all the way back to the beginning of Google company (now changed to Alphabet). At that time, Google’s founders used links on and among websites to determine how their search engine would rank websites. It has taken two years to formulate and release Penguin 4.0 (since it was last updated as Penguin 3.0 in October 2014) and is now enabled to run in real time. That is a great effort accomplished by Google. This fact further confirms the importance of Penguin in Google’s ranking decisions.

In the past, Google took a while to release new Penguin updates, but going forward that will no longer be the case. Google now says Penguin is real-time processed within its core search algorithm. In other words, Penguin now constantly filters linking activities on and among websites as Google crawls the web.

Again, since Penguin is one of the top 5 ranking factors, and now running in real time, we shall see web pages’ and websites’ rankings change more often than before.

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Originally published at on Oct 6, 2016.