In 2012, Google implemented a new algorithm known as Google Penguin Update. The algorithm's purpose is to essentially decrease website search rankings that violate the Google Webmaster Guidelines. According to Google, websites should build quality links naturally that focus on users and not search engines; the links should also link to reputable sources. However, many websites use black hat SEO tactics, either intentionally or unintentionally, that use aggressive and artificial link building with the sole purpose of increasing rank.

So what are the specific techniques that Google discourages websites from using? There are 13 in particular that should be avoided including link schemes, doorway pages, hidden texts or links, scraped content, cloaking, and websites created with little or no content. Other websites can even take it upon themselves to file spam reports with Google about other sites that are violating the guidelines.

Possibly being released in the first quarter of 2016, the latest version of Google Penguin Update will work in ''real-time'' allowing websites that are immediately detected as ''spam'' to clean up their backlinks and recover in the rankings much more quickly. With past refreshes and updates, websites had to wait months or even a year to rebound from their mistakes.

How does a business prepare for this upcoming update? According to Search Engine Land, every website should consider doing a link profile audit. Four areas in particular require review: anchor text distribution, sudden spikes and too many referring pages, disavowing links, and internal link optimization.

If you don''t want to risk taking SEO into your own hands, then contact us. At folio1, we have experts that will create an effective SEO marketing strategy for your company that will use Google Penguin Update as a launchpad to success!