Google released an algorithm change, called the Penguin Update, during the week of April 24th, 2012. With Penguin, Google intends to reduce the rank of “web spam” and increase that of high-quality content. It penalizes sites that violate Google’s search engine guidelines while encouraging web sites to create content that matters to users. The question on everyone’s mind is how it impacts SEO.

 

The reputed interactive agency Rosetta examined the SEO performance of 35 of their top clients using BrightEdge S3 (pre-, during and post- Penguin). The findings from this exercise are in this insightful study – Search Engine Marketing: Google Penguin Review.

 

We like this study above anything else we have seen on the impact of Penguin because:

  1. It is based on broad and deep data – Rosetta looked at thousands of keywords for 35 top brands, and analyzed rank, URL structures, back link profiles and competitor performance to come up with their conclusions.
  2. It attempts to isolate the impact of Penguin – Measuring what Penguin does to SEO is not easy due to the sheer number of SEO moving parts. Rosetta looked at SEO performance before, during and after the Penguin update while also tracking how multiple variables (backlinks, competitions and domain URLs, among others) changed through the update.

 

We are proud to see a top interactive agency like Rosetta using BrightEdge S3 data to produce such significant research and improve marketing results for some of the top brands in the world!

 

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