Penguins are fearsome creatures if you do Black-Hat

SEO - Google PenguinCode Name Penguin: A Powerful Force for Good SEO!
I’m a bit late with this report, but I was asked about about duplicate content on websites the other day so I thought I had better answer with a short update.

Google Penguin, is the code name for an algorithm update, one of many in recent years that Google have made to improve the quality of content returned in the Search Engine Results Pages (SERP’s).

This is a really positive step, welcomed by the “White Hat Community”

Thank Goodness for Google Penguin

Penguin was developed by Google to decrease the search engine rankings of websites which use “Black-Hat” techniques such as deliberate creation of duplicate content, key-word stuffing and participation in link sharing schemes.

Trouble is, many inexperienced and untrained website owners fall into the black-hat trap not because they are trying to spam the search engines or some how cheat their way to better rankings, they do it because they don’t know any better. So my advice is don’t create duplicate content.. It’s not good for you.

What is Black Hat SEO?

Basically Black Hat techniques are those which people use to (deliberately) manipulate the search engine indexes and SERP’s by increasing key-word density and by trying to improve page rank by with large quantities of back links generally from link farms.

So if you want to avoid unwittingly becoming a Black-Hat Search Engine Spammer:
1. Don’t write duplicate content.
2. Don’t repeat your key-phrases too much.
3. Don’t buy back-links.

What is White Hat SEO?

White Hat SEO is that used by trained SEO professionals who only ever use best practice SEO techniques.

How to avoid unwittingly joining the Black-Hat Brigade

By virtue of being un-trained, some well meaning website owners fall into the Black Hat trap because they don’t know what they don’t know.

If this is you, you may consider investing in the first step towards White Hat SEO’ship by attending our Digital Marketing Awareness course.


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About Mick Say

Mick Say is an Online Business Development Consultant. Mick's goal is to help UK businesses to develop meaningful online marketing strategies via the development websites and digital marketing resources engineered to inform and sell.


  1. cool explanation about black hats 🙂 Learned something new.

  2. Penguin algorithm is best thing those who are doing quality SEO. And they need never fear other algorithm updates such as panda, penguins or any thing.

  3. Thanks Mick. I’d been wondering what the recent Black Hat noise was all about.

    • Nice one Greg, Black Hat SEO practicioners have a lot to fear from Google – Panda and Penguin are a real breath of fresh air for honest website owners and bloggers.

      Well Done Google – Keep it up.

      Thanks – Mick

  4. After GG Panda, now GG Penguin lol wonder which will be next…
    Thanks for another great post Mick xx

    • Hi DD – I hope you are fit and well?

      I hope Google will pay even more attention to link-farms and link-farmers. Winning high ranking in the SERP’s simply by purchasing lots of back links is not good for honest website and blog owners and it dissuades people from paying for Google PPC also. So it would be good all round for Google to get this right.

      Cheers – Mick

  5. Thanks for that did not know the term, but now that fits what I was told that Google did not like it and could differentiate, Thanks for the Great explanation

  6. Harold Gardner says:

    Thanks Nick. I hope they have gotten the algorithm right. There will always be folks trying to cheat the system, but it is great to see them punished and the folks doing it the right way rewarded. Cheers!

    • Hi Harold – You are spot on there sir, Google don’t always get it right but at least they keep trying. Like you say, I hope that they got this one right 🙂

      Have a great weekend – Mick

  7. The cleaner this market becomes the better. I have a 10 year old 1000+ page portal with masses of unique content and I am constantly fighting against all the rubbish in the marketplace.

    • Hi Steve, it’s a constant battle – but Google are attempting to sort this out with the Panda and Penguin Algorithm updates.

      Hope you are fit and well Steve – Cheers – Mick

  8. Great article! I’ve always stressed to my clients to create their own, unique content and to do so regularly in order to achieve higher search engine rankings and more results. This summary does an excellent job of outlining exactly why Penguin is great, yet may have impacted their sites negatively if they’ve been doing the wrong things.

  9. Thanks for the summary and the explanation of differences. With how important SEO is, it is critical to make sure you do it right. I appreciate the article!

  10. Anyone who buys backlinks needs to be put in SEO jail. Building engagement and driving traffic is work. It’s fun, but doing it the right way actually requires planning and … work. Yay for penguins!

  11. Have a Super Friday and Fantastic Weekend!


  1. […] Google Penguin, is the code name for an algorithm update, one of many in recent years that Google have made to improve the quality of content returned in the Search Engine Results Pages (SERP’s).This is a really positive step, welcomed by the “White Hat Community”  […]