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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. And in particular, this is to catch websites that buy links or is getting them through link networks mainly designed to boost the website’s rankings. This update is also aimed to reduce the web pages and website rankings that use black hat SEO techniques.

Needless to say, different pages have a different site ranking that’s given by Google to them. The page ranking is used to determine the frequency of its appearance on the search results, assuming 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.

With the proper use of different SEO techniques, the website owner has the ability of manipulating the results, allowing them to get higher page ranking, which makes their site appears on first page. But when Google Penguin update was launched, those website owners that are using black hat SEO techniques such as cloaking, keyword stuffing and the likes are given with lower page ranking and penalized, putting them in a not so good position. Websites that use SEO techniques allowed by Google however will not be affected much with this update.

This update will be very beneficial for website owners that aren’t using forbidden SEO techniques and instead, legit or white hat SEO that’s allowed 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.

Not only that, the update is very beneficial as well for users who depend largely on the internet in finding websites that offer particular service or item that they are searching for. They’re able to find websites that are more reliable and at the same time, avoid those that are spammy and is bringing no relevant content to what they’re looking for with this update.

The thing is, this update has made many small enterprises to be affected negatively to the point that it pushes them 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. In this particular update, not just the fact that they will b penalized for utilizing SEO techniques but also, they are given with a lower priority on the search results, which is bad for business of course.