A short presentation on Penguin 2.0 - Includes some case studies but more to come! Penguin 2.0 is reported to have had a very little effect on some bigger brands, but I have seen evidence to the contrary. Here is a couple of examples to show the impact that it has had on some companies, and also a nice simple introduction to Penguin overall.

1. PENGUIN 2.0

2. What is Penguin?
• 3 updates of Penguin
• were released in 2012
• Penguin 1: April 24, 2012 (3.1%)
• Penguin 2: May 26, 2012 (less than 0.1%)
• Penguin 3: Oct. 5, 2012 (0.3%)
• The purpose of Penguin updates is
• to target ‘spam’ sites that utilise cloaking,
• keyword stuffing and scalable link building
• schemes to rank.

3. • April 24, 2012
• 3.1% of English search queries were effected
• Did it work?
• There are many Case Studies that show strange results or ones that have been
‘missed’ completely.
Penguin 1.0

4. Penguin 2.0
• May 22, 2013
• 2.3% of English queries impacted
• Penguin 2.0 was designed to clean up anything missed by Penguin 1.0 and carry
on enforcing penalties on sites engaging in BlackHat SEO.
• This update also focused on ‘advertorials’. These break the Google guidelines if
they are not showing clearly that they are paid for, and if they are passing page
rank.

5. Case Study – Payday Loans
• ‘payday loans’ was singled out as a term that 2.0
was targeting.
• The top 10 SERPs still contain ‘spam’ affiliate
sites linking to the same companies.
• Using URL redirection, many sites within this
niche have managed to carry on ranking top for
this term.

6. Payday Loans
Redirects
http://www.preciseloan.co.uk/?aff=aff486
Redirects
http://www.999payday.com/?aff=aff298&ref=
minkapaydayloans.co.uk#tA42

7. SEO Visibility for Endsleigh.co.uk dropped by 60% overnight due to
the Penguin 2.0
Case Study – Endsleigh.co.uk

8. • When signing into SearchMetrics this message appeared;
• This is a good indication that the link profile would not be a shinning
example.
www.endsleigh.co.uk www.moneysupermarket.com
What Caused The Penalty?

9. Not Quite…