There is widespread criticism and speculation over Google’s Penguin update. For people who have no idea about Google Penguin update: this is the name given by Google to the web spam update that was released just a few days ago. This updates sought to penalize websites conducting over-optimization.
Google has turned the world of SEO upside down. Their new algorithm targets websites which are over-optimized. To understand the meaning of over-optimized it is important to understand two types of SEO: Black hat and White hat. Black hat is an SEO process where experts try to trick Google while White hat SEO practices are in accordance with Google’s practices.
Black hat SEO is also known as black hat web spam. To achieve higher rankings many sites use technique that never benefits the users. It is a sort of shortcut for earning high page rankings in Google. Black hat SEO provides ground for undeserving sites to get high rankings. There are various types of web spam techniques used such as link schemes, keyword stuffing, etc. Google has always been against these evil practices.
Google put forward a few points defining web spam or over-optimization. Earlier Google launched a new page layout that sought to reduce the rankings of websites not providing good content to the visitors on a regular basis. After this came the Google Penguin updates. This update reduced the rankings of websites not abiding by the existing quality guidelines set by Google. Though Google has been against web spam right from their initial days, but the changed algorithm marks a drastic improvement.
Penguin would make sure that web spam is reduced and high quality content is always available online. Google has still not discussed their specific signals, because they do not want the black hat SEO experts to manipulate new way outs just yet. Google wants the webmasters to develop quality websites and provide good experience to the visitors. Penguin also cries out for the use of White hat SEO processes at all times instead of web-spamming.
It is quite clear that Google wants to make online world more visitor oriented. Proper SEO training and knowledge is thus essential. The webmasters using spam tactics for improving their ranking have no place to hide now. But, which spam tactics are not allowed by Google? Keyword stuffing and spun content are two examples.
Keyword stuffing is one of the foremost techniques used by Black hat SEO experts to insert more keywords in the page (for which they would like to rank). Keyword stuffing is easily decipherable. It is like throwing all keywords into one section of web content. Such content are only for the web spiders, human visitors cannot derive information or sense from it.
Spun content on the other hand is one piece of original content that is reorganized and then republished multiple times. Some words in the content are shuffled here and there to fool the plagiarism checkers. But the content remains the same throughout contents. There are links put into the content to increase the internal link structure of any website.