Early this year (2015), Google made announcements that the Penguin algorithm, would be moving to a “live refresh” model, in a similar way to the Panda algorithm.

This has brought great news of websites desiring an escape from either bad SEO backlinking practices of the past, or at worst a negative SEO attack from a hostile competitor.

If you are new to SEO and all these techno jargon terms, then lets set the landscape.

Google have long since established themselves as the go-to search engine on the planet. No one else in regards to market share even comes close. This was the product of their
brilliant new way to curate or sort websites in the search results.

The basic method they use, is the voting method. If a website gets lots of votes, then it rises to the top of the search results.

What is a vote? I hear you ask. Well a vote is a link on someone else’s website that links to your site, for example. If your website was famous for “blue widgets” and lots of other websites had links on their websites, with word link, “blue widgets” then you would be very happy – well mostly.

You see it wasn’t long before word got out on Google’s simple voting system and people began to “game” their system. Google, not wanting to loose the upper hand decided to make it more difficult than just getting a number of “votes” but the value of the vote, was determined by the suitability of the site that was linking.

For example if a website that sold blue widgets, linked to a website that manufactured blue widgets, then this was seen as a natural linking pattern. But if on the other hand a website that was all about casinos and gambling were to link to a blue widget website, this would look for all intents and purposes, as a “bad” or artificial link. Market-ResearchEnter the dragon – or Penguin as the case turned out to be.

The Penguin algorithm was first introduced in May of 2012 and it wreaked havoc on many websites that had been opening gaming the Google system to rank for their favorite keywords. This unleashed a monster of considerable proportions when Google confirmed that bad links could affect a website negatively. The ability to do no SEO on your own website but sit there and build damaging SEO on all your competitors above you was a real possibility.

Google realized with was a bad situation and hit back with the Disavow Tool. This was the only weapon of defense, oh… apart from the arduous and generally impossible task of getting these links removed once in place.  The only problem with the DT was it was not really going to take effect until Google refreshed the Penguin algorithm, which has been about every 6 – 12 months.

Enter the Live Refresh Penguin – a true game changer. This is set to appear late in 2015, (so not long now) and is predicted to bring an end to the negative SEO abilities of most. This will mean that as the negative links or poor quality links are processed for domains that have been struggling to recover are disavowed, websites once again will have the ability to rank again under the new rules of SEO.

It remains to be seen if this is actually the case, but in order to take advantage of this right off the bat, it is highly recommended to get in now with your low quality links and linking domains and get these disavowed right now. So when the refresh rolls out and goes live, you will stand the chance to be among the first to feel the effects of the change. We will be doing that for clients in this position and will keep you posted on the roll-out progress.

Stay tuned.