Site Reach welcomes Google Penguin and Possum updates

Google’s update to incorporate Penguin as part of its core algorithm has been welcomed by SEO experts Site Reach. The changes to the way the search engine indexes and ranks pages means that webmasters that are faced with a Penguin penalty no longer have to wait for the Penguin algorithm to be rerun to see if any changes made have been effective.

Google created Penguin in 2012 with the aim of penalising websites with link spam or poor quality content while encouraging webmasters to adopt a strategy of producing high quality and unique content. The first update affected just 3% of English language queries but that still accounted for thousands of searches. Google’s search analyst Gary Illyes confirmed the Penguin changes online stating that the algorithm was “now real-time” and “more granular”, meaning Penguin now devalues spam by adjusting rankings based on spam signals, rather than affecting the ranking of the whole site.

Tom Bennison, Search Marketing Director of Site Reach, said, “The Google Penguin update is great news for businesses, webmasters and SEO professionals. It means that firms can constantly monitor their position in the search engine result pages and implement any changes with an immediate effect, rather than having to wait potentially months to see if they’ve had a positive result. Penguin operating in real time means that webmasters and those creating digital strategies can now manage their online presence and SEO more effectively and if they make a mistake it’s now quicker to rectify.”

Google has also recently updated its local algorithm, known as Possum, which according to Search Engine Land is the biggest local update since 2014 and the main purpose was to diversify local results. Businesses that fall outside city limits saw a spike in their rankings and could benefit as a result.

Tom added, “The new update appears to be a far fairer way for ranking local firms and means they now have a greater chance of increasing their traffic and business. Firms that fall outside of the defined city limits now have an opportunity to rank for keywords the include the city name.”

Site Reach is a Bristol-based digital marketing agency that has over 10 years of experience of helping businesses to improve their SEO and other parts of their digital strategy. With a focus on delivering measurable results the agency has built up an enviable reputation within the industry for providing customers with a friendly, efficient and professional service.

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Dakota Digital for Site Reach

Press contact: Charlotte Malone


Tel UK: 01623 428996

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Site Reach is a digital marketing agency in Bristol that draws on over 10 years of experience in growing businesses through a balance of SEO, PPC, social media strategies and content creation. The firm has been Google Partners, formally Google Certified AdWords Partners, since 2006 and today delivers customised strategies for brands like Oasis Healthcare, Lifetime Training, Away Resorts and Mad4Tools.