Google has been constantly evaluating and evolving its Search algorithm in order to generate better results for the users. Although Google has always been very secretive about the exact mechanisms of its algorithm, they have always been very open, even instructive, about what they want from webmasters i.e. better and relevant content in easy to navigate and responsive websites.

Every time Google has rolled out an update to its search algorithm(since introducing Penguin) , the rankings of numerous websites have seen drastic changes. Those who were at odds with Google’s changed parameters saw their webpages shift from top results to relative obscurity on the SERPs. At the same time webmasters who followed the guidelines were catapulted to higher rankings in search results.

For businesses whose revenue generation is directly related to the traffic that comes in from search results, the impact Google updates can have on the success of the business cannot be understated.

The last Google update was rolled out in late 2014 and unsurprisingly it had a major impact on a large number of websites’ rankings.

The Latest Google Update is about to be implemented. Here’s a look at what we know about its so far.

• The update is going to happen by the end of 2015. No exact date has been announced but expect it to come into force before the year is out.

• This pending update will be released in real-time. This means that as Google’s search bots find websites that don’t conform to its norms they will be penalized in real time and similarly websites that adhere to Google’s diktats are likely to see a surge in their rankings in real time.

• There is speculation that with this latest Penguin update is going to penalize websites that have spammy backlinks and are using practices that Google discourages.

So, the question remains, what do you need to do to prepare for the Latest Penguin Update. Whether you need to make any changes will depend upon the current practices you are using to push your website to the top of search engine results. Generally, the following are some points on which you can evaluate your website and decide if any changes need to be made.

Anchor Text – Instead of exact matches of text, focus on using long tail keywords and brand related text. The aim here is to make it as easy as possible for interested users to find your webpage.

Backlinks – Backlinks are going to be a major factor that this latest update  is going to address. So, it makes sense to evaluate the backlinks to your webpages to determine if any of them originate from spammy sources. If so, then have them removed or if you are unable to do that, disavow those links making it clear to Google that you have nothing to do with the origin of the backlink.

Internal Links – Optimize your internal links. Again, the aim here is to provide the user, content that he or she would be interested in. Determine whether the internal links on a page are relevant to the content on that page. If you think the content on page A would make a user want to view the content on Page B then add a link. This helps smoothen the site’s internal structure and is also considered a user friendly practice by Google.

With the right preparations webmasters can look forward to welcoming the Penguin Update instead of dreading it. If someone with the right knowledge and using the right practices is handling your website optimization then this update is likely to have a positive impact on your site’s rankings.

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