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We only recently created a guide to Google’s latest update, Penguin 3.0, but we’ve already got more news about the algorithm.

Rather than heralding the sudden arrival of Penguin 4.0 though, a Google spokesperson has thrown a curveball by revealing that the algorithm will now be updated on the fly.

The announcement was made when Search Engine Land questioned Google after they broke with tradition by making alterations to the Penguin algorithm during the holiday season. After all, you have to go back to November 2003 to see the last time the company released an update during this period.

In response, the Google spokesperson said: “That last big update is still rolling out — though really there won’t be a particularly distinct end-point to the activity, since Penguin is shifting to more continuous updates. The idea is to keep optimising as we go now.”

So what does this mean for the future of the Google algorithm that works to cut out spam across the web? While we cannot provide a definitive answer to this, we can speculate about the good and the bad.

From a negative perspective, the Penguin algorithm regularly changing could mean that any link strategies Google isn’t fond of will be identified and punished by the search engine giant much more quickly. On the other side of the coin, if you have been penalised by Penguin there is hope that your website will be able to recover more quickly — so long as the problems have been rectified, of course.

Rest assured that we will be monitoring the effects of a continuously updated Penguin algorithm, so keep an eye on our social media pages and blog for insight about what we find.

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