SEA Marketing Agency

Google Penguin 4.0 update – what to expect

So the Penguin 4.0 Google update that was scheduled to roll out by the end of 2015, didn’t happen. But hold fire on cracking open the champagne, because it’s definitely coming.

We wish that didn’t sound quite so sinister, but as many web owners know only too well, the ‘no warning’, silent Google penalty is always a threat, no matter how ‘white hat’ your SEO practices may be.

What is Penguin 4.0?

Google Penguin 4.0 is a new real-time algorithm in the Penguin series. It was announced last year to continue filtering out sites that engage in dodgy and low quality link networking, or links that look spammy.

What is different about Penguin 4.0?

The real time element means that it will always be switched on and updating. Previously, web owners who were caught out with a penalty from previous updates would have to wait for the next update to recover. This update will be permanently active, meaning a swifter recovery for businesses who fall foul to Google.

What this means

In short, Penguin 4.0 will be faster at filtering out spammy link profiles. So for those engaging in poor SEO practices where link networking is concerned, they will be filtered out more efficiently. On the flip side, those who heavily engage in white hat practices will help to keep their sites ranking well.

Ride the Penguin

Whilst Google updates always send a shiver up the spine of web owners and web agencies alike, the nature of Google Penguin 4.0 means that if you keep your nose clean and have a pretty holy link network, that you keep adding value to, you should see little effect other than a possible climb in Search Engine Results Pages (SERPs), depending on your competitors’ activity.

If you do get a penalty for something you weren’t aware of, Penguin 4.0 should allow for a quicker recovery.

When will Penguin 4.0 roll out?

Guy Illyes, Webmaster Analyst at Google originally announced this would be live by the end of 2015, but we understand Google Penguin 4.0 is still undergoing testing. Word on the virtual street is that it will launch in March 2017, if not before.

Watch this space!

Do you need help analysing your link network to ensure it’s not breaching any of Google’s best practice recommendations? We offer an expert SEO service. Get in touch on 01227 768808 or