The Google Penguin Algorithm update was rolled out on April 24, 2012 with the objective of demoting search engine rankings for websites that violate Google’s Webmaster Guidelines through black-hat methods that create unnatural backlink profiles.
Google broadly defines black-hat link schemes as the following: “Any links that are intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines”
What are Link Schemes?
- Buying or selling links
- Aggressive link exchanges
- Widespread article marketing or guest posting campaigns with keyword-rich anchor text links
- Using automated programs or services to create links to your site
What are unnatural links?
- Links with optimized anchor text in articles or press releases that are widely distributed
- Low-quality directories or bookmark site links
- Hidden keyword-rich or low-quality links embedded in widgets
- Widely distributed links in footers
- Forum comments that contain optimized links in posts or signatures
- Advertorial links that are purchased for boosting a site’s ranking
