Google Reveal Penguin Update Is Now “Continuous”

by Alex Graves
Bronco - Digital Marketing Agency

Search engine giants Google have once again broken their silence over the most recent Google Penguin update which was officially announced 17th October this year, followed by a confirmation that the algorithmic update was still operational on 28th November but today we have become partial to official comment that the update will now see "continuous updates".

Google have always maintained that they were looking for ways to be able to speed up the process in which the algorithmic update was rolled out into the search engine results but the sheer size of the way that the data was pooled and used meant that they were faced with over 12 months of delay before the release of the first instance of Penguin 3.0 back in October.

Well it seems that Google have taken the decision that they have now reached the point where they can process the update on a continuous basis, revealing that the alterations to the update will be made as and when they create them and that they will be pushed into the rolling update as soon as they have been tested.

SearchEngineLand revealed that they had received a comment from a Google spokesperson who issued the following statement about the updates that have seen the online webmaster community come to life with rumours and confirmations of continuous fluctuations within the search engine rankings:

That last big update is still rolling out – thought really there won't be a particularly distinct end-point to the activity, since Penguin is shifting to more continuous updates. The idea is to keep optimising as we go now.

Having an official comment on the update now seeing rolling changes means that we are going to have to report on more of the dates that are showing potentially high levels of movement within the search engine results, which could be industry specific or web wide, but the news means that the search giants must have changed the way in which they operated the update.

The way in which the update was processed prior to this announcement was that data was collated and analysed offline before being pushed into the live environment, but the comment from the Google spokesperson seems to point towards live updates that we are going to be able to feel making their way through the search results.

Although it seems that Google have delivered on their desire to roll more frequently on a larger scale, questions have to be asked regarding whether this Google Penguin update is really offering them the results that they hoped for, with some of the more competitive niches online still being filled with spam and hacked websites.

Live updates are a very bold move for Google as we know that we have seen a number of rollbacks that have been implemented into their organics following noticeable errors from the tweaks that had been made, so we can only think that there has to be a testing area in which they would be able to sample their changes, but only time will tell.

Is A Rolling Google Penguin Announcement Good or Bad?

Knowing the answer to that is not easy as there are simply too many unanswered questions to be able to offer an insightful opinion on this and we would love to hear your thoughts on it?

One of the biggest questions that still needs to be answered is what is the cycle time of the update will be should you fall foul to it, would you be able to recover within a week with immediate action being taken to clean up or is your sit sent to update jail for a period of time so that you can think about your actions?

So much is still unknown and it is unlikely that Google are going to be forthcoming with the answers without being asked directly, so it could be time to break out those Google contacts again and see what we can find out.

Is Google Penguin 3.0 The Update That Cleaned The Web?

We have been asked on a number of occasions whether this latest update is truly the saviour of Google organics when it comes to spam and low quality content being found in the search engine results and honestly we have to side on the air that it isn't.

Hacked sites continue to surface and rank for competitive terms, blackhat techniques such as private blog networks continue to fuel the growth of sites that are not interested in treading the Google line, all to be shown how rewarding it can be to play the game that Google hoped you wouldn't.

We are going to look in more depth at some of the most competitive niche markets that we can think of with an upcoming case study that will take a look at how Google are (or how they are failing in) handling these sorts of websites.

Stay tuned and remember, let us know whether you think that a rolling Penguin update is going to be a good thing or a bad below!

Bronco - Digital Marketing Agency
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