A clarification before we begin. I don’t think Penguin will be eradicated or the name becomes a distant memory like Joe Piscipo (spelled wrong in case Joe has himself on Google Alerts – I’ve seen his arms!), but I am referring to pulling back on some of the areas that are overclocked, and reversing SOME of Penguin. There was some confusion by people who jumped at the title without reading the post. Fair enough, so I’ve tweaked the title for those I’ve infuriated. You’ve made my day.
I don’t know if Penguin is a penalty or a tweak (Update 7.28.2012 – you’re reading a post that’s a bit outdated; Matt Cutts said this is not a manual penalty) – I don’t care. At the end of the day it is a furthering attempt to organize the index to show less webspam. Either by downplaying some factors or emphasizing others, it’s a calibration nonetheless, and one that has thrown more babies out with the bath water than I have to believe was intended.
The best time to go on vacation is when Google makes a big algorithm adjustment. Ignore the posts for a couple weeks. When the dust starts to settle, and you see the end result is publically declared “bad rankings” across the board, it’s pretty hard for a company not to be reactionary. Google, who is usually pretty staunch, has to be listening to this one.
The SERPs look like they did a few years ago, when Google was getting heat for favoring big brands, which ultimately came from high domain authority. That didn’t bode well for them then, and it will be worse now.
These Google engineers are smarter than I’ll ever dream to be, but I truly believe that the algorithm they created is a monster. A series of thousands of gears built upon each other, so deep and complex that a master blueprint doesn’t even contain it. Until a Googler tells me otherwise (and even then I’m sure I’ll doubt), I think a lot of their search quality meetings end with, “Ok – let’s make that change and see what the hell happens.” I don’t think they will ever understand the true extent of what even a simple tweak will do. Forget this 3% or 7% shit – it’s clearly been a variable number with a huge “give or take.”
So, I think Google will silently develop another tweak and pull this one back. Maybe the requirement will be to pull back an offending Panda update that just isn’t meshing well anymore in this jumble, or pulling back the scrutiny lens on anchor text (including internal). I don’t know. But I do believe that headlines like As Google Tweaks Searches, Some Get Lost in the Web, from the Wall Street Journal, get passed around in the C-suite pretty quickly. Google knows perception is reality, and doesn’t want to be seen beating up the little guy.
If Google does reverse Penguin – and by “reverse” I mean pull back some of the overclocking errors, I have to think (and hope) there’s a down-turn in current domain authority factors, and a real algorithm thread that truly values this “quality content” we’re told by every SEO post to create. But without parameters, who the hell knows what a confused algorithm will consider quality.
I’m going back on vacation. Let’s see if Sebaldamus is right on this one!
Update 7.28.2012 – They still haven’t. Damn. The Google Dance is still on high. Results are still favoring brands, and SEOs are scrambling to develop more link tools to make a quick buck (like link removal tools). Penguin is starting to settle in, and as Wil Reynolds said at Mozcon 2012, it might have been the best thing to happen to our industry, and might actually improve the reputation of the SEO industry while allowing us to benefit Google. If they can just make the rankings good, well, that would be super.