How Google Penguin Update Affects Businesses?
In April 2012, Google has launched Penguin Update to catch websites that are deemed to spam the search results. To be in particular, to catch those that are buying links or getting them via link networks primarily designed to boost the website’s rankings. This update is aimed to decrease website as well as web pages rankings that are using black hat SEO techniques.
Of course, different sites have a different page ranking given by Google to them. This page rank determines the frequency of its appearance on search results supposed that they are related to the search keyword used by people. A simple example of this is when a user is using Google to search for watches and jewelry and it happens that you are on that market, then you will be given with higher page ranking when compared to those that are not, which puts you on 1st or 2nd pages of search results.
The website owner has the capability to manipulate results, with the proper use of different SEO techniques, which allowed them to get higher page ranking and make their site appear on first page. With the launch of Google Penguin update on the other hand, those who make use of black hat SEO techniques similar to cloaking, keyword stuffing and the likes will be given with a lower page ranking and penalized, putting them in a disadvantageous position. Websites that make use of SEO techniques which are permitted by Google will not be affected that much by this update.
The update is beneficial to website owners that are not using forbidden SEO techniques and instead, using legit or white hat SEO that are permitted by Google. This increases their page ranking significantly, pulling in more customers in the process because their sites are more likely to appear on top of search results pages.
The update also beneficial for the users who are largely depending on internet to find sites that are offering particular item or service that they’re looking for. With this update, they are able to find websites that are more reliable and avoid those that are spammy and brings no relevant content to what they are looking for.
But the update however has affected many small enterprises to be out of the game. The main reason for this is that, majority of these small businesses are depending on SEO techniques in efforts of keeping up with more established companies. Not only that they will be penalized for using SEO techniques but they are given with low priority on search results as well with this update.