Everything You Need to Know About Penguin 4.0 Update

Last Friday, Google announced the Penguin 4.0 is now live. You should check your site’s ranking in search console closely the next few weeks while the new algorithm goes live.

What is the Penguin Update?

Penguin was designed to weed out the spammy search results, by periodically doing updates on poorly-marketed websites, devaluing their ranking. However, if your SEO company tried to fix your links, you would recover from the penalty only until the next Penguin update – which sometimes would take several months or years.

This new update is real-time, meaning you don’t have to wait months or even years to recover from a penalty. Obviously being a good thing.

Was Negative SEO Real?

In a hyper-competitive market, I’ve heard of many law firms claim that they’re hit by negative SEO by their competitors. Well, it turns out that negative SEO (or buying low-quality links for your competitor’s sites, to reduce their rankings) is real. The low-quality, spammy links would devalue the whole site’s ranking.

Penguin 4.0 Update & Negative SEO

It seems that the Penguin 4.0 update would make negative SEO a thing of the past. Low-quality link building will only devalue the page itself, and not pull down the entire site’s ranking. This granularity will help mitigate the effects of negative SEO if you were attacked.

Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.


The Penguin 4.0 update is good news for those engaged in whitehat SEO after previously involved in blackhat SEO. If your company was formerly involved in poorly-done SEO, you could now recover quicker by

If your digital marketing company is slacking and are looking for an aggressive digital marketing firm for your law firm, please contact us today.


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