Any time Google announces change to its Penguin algorithm, marketers interested in search engine optimization listen carefully. Google confirmed it has made an update – although it's downplaying the effects – to Penguin 3.0 on Friday, Oct. 17 (1). Several bigwigs in the SEO community, including Search Engine Journal founder Loren Baker, initially reported they hadn't seen much change or big fluctuations in search engine results pages.
However, as a few days passed after the refresh, new details have come to light. The alterations to the Penguin algorithm will be slow-moving. It will likely influence less that 1 percent of search engine queries performed in English in the U.S. (2). The main goal is to reduce Web spam, but there are actually two objectives involved with the refresh. First, sites that have removed spammy content since the previous Penguin update should see better SEO performance. Second, any newly discovered spam will result in site demotions in Google search results.
As a result, it's important for marketers to take another look at their websites and make sure they're publishing unique content to avoid being penalized by the latest Penguin update.