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Google Penguin 2.0 goes live by John Burns 24/05/2013 Google's new Penguin 2.0 algorithm has gone live. Businesses will be waiting to see how much of an impact it has on their website's rankings. Until then, producing good quality content is absolutely key.

Google has launched its Penguin update. The aim of the addition is to alter the way webspam is detected by the search engine. Companies with sloppy keyword strategies and poor linking will be hit by the changes.

Google is continually altering and changing its algorithms in a bid to improve the quality of websites around the world with consumers in mind.

Now the search engine giant has announced that its Penguin 2.0 update has gone live after months of speculation around what it means for businesses and what impact it will have.

Matt Cutts, head of webspam at the internet giant, warned of the arrival of the upgrade in March, but it has now been announced officially.

He wrote on his official blog: "We started rolling out the next generation of the Penguin webspam algorithm this afternoon (May 22, 2013), and the rollout is now complete."

What impact will it have?

It is unclear exactly how the new update will impact search, but it is expected to hit around 2.3 per cent of English-US queries to a degree that a regular user might notice on a day-to-day basis.

Mr Cutts has noted that it will make a difference to web spam, telling This Week in Google: "It's a brand new generation of algorithms. The previous iteration of Penguin would essentially only look at the home page of a site. The newer generation of Penguin goes much deeper and has a really big impact in certain small areas."

Google is traditionally pretty secretive about the exact way its new algorithms will affect websites, but one thing that is certain is that brands will need to continue to focus on creating relevant and original content.

No-nonsense approach

The common consensus is that the new update will take a no-nonsense approach to fighting spam, poor content and negative SEO practices, hitting websites with articles full of sloppy links and unnatural keywords very hard.

Therefore it is absolutely imperative that businesses large and small focus on creating a clear content plan, based around quality ideas, writing and creative processes.

While the addition of Penguin 2.0 may seem daunting on the surface, ultimately companies producing informative, unique and high-quality content can feel safe and secure in the knowledge they won't be hit hard by the webspam team at Google.


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