In fact, taking its lead from last year’s not-so-cuddly Panda algorithm (which hit low quality onsite SEO with some formidable kung fu techniques), this latest spam-slaying creature is intent on targeting the offsite black hat techniques of using unnatural links to other domains in an attempt to build search engine rankings.

Google Penguin sends a clear message to any webmasters tempted to boost their rankings through dubious methods and low quality content and, while it will leave many out in the cold, heralds a bright new dawn for quality web content and natural, intuitive linkbuilding through more transparent and trustworthy strategies.

How Not to Fall Foul of Google Penguin

In many ways, the march of Google Penguin signifies a return to one of the first rules of journalism and writing – to create quality, engaging content that others will enjoy reading and want to share.

The use of social media such as Twitter, Facebook and Google + can help generate interest and build legitimate search engine results based on quality, reputation and reliability – values which are at the core of Google’s philosophy. Emerging social media channels such as Pinterest and Instagram can also help spread original and engaging content in a visually exciting way.

And, through embedded links on blogs with a similar audience to the website in question, webmasters can even enjoy that most radical of experiences – people arriving at their website because they actually intended to.

For Google co-founders, Larry Page and Sergey Brin, the Penguin algorithm takes them one step closer to their ultimate vision of a spam-free internet populated with well-written sites and trustworthy links. As academics themselves, reliability and reputation are key when it comes to search rankings and therefore recommendation.

For webmasters looking to improve search rankings and increase credibility, there are several ways to avoid falling foul of the Penguin and steer clear of a karate chop from the Panda.

• Wave goodbye to poor quality SEO. Robotic copy crammed with nonsensical keywords is like a bucket of fresh fish to Google Penguin – it will be digested and dismissed with one flap of its mighty wings. Instead, concentrate on unique, interesting and credible articles and blog posts that will attract, not repel, readers.

• Seek out the spam. Administrators of websites containing evidence of black hat techniques should contact the originators of spam links and request they be removed immediately.

• Sharing is caring. With a recent survey by Mobile Web Watch revealing more than 69 per cent of people now use mobile devices to get online, there’s never been a better time to create things they’ll want to share. Guest blogging on other websites is also a great way to build a reputation and increase a website’s integrity. Word of mouth may be one of the oldest sales techniques in the book, but it’s still an incredibly powerful resource – especially with Google on its side.

• Get creative and engage with target audiences. Companies reaping the rewards on Twitter and other social media channels are those that creatively involve their customers and don’t simply fill their timelines with slick sales banter. In the same way pop-up ads are seen as intrusive and annoying by most internet users, people are much more likely to respond to companies that respect them and their interests.

Google Penguin will leave many unscrupulous websites out in the wilderness, but it will also reward those companies willing to build an online presence through honesty. And, far from being a scary prospect, this is something many companies should be flapping their wings about.

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