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Google Panda was first introduced in February 2011, and has had several smaller updates rolled out since that. Panda started the ball rolling on the content discussion, focusing on eliminating low-quality or thin sites in favor of those with in-depth, regularly updated content. Panda also tackled sites with too much advertising and poor navigation, when commercial gains were clearly prioritized over user experience. Since Panda, content marketing has increased in popularity with a focus on blogging, on-site content, building off-site content assets through practices like guest blogging, and social media participation.
Google Penguin was the search engine’s response to so-called “black hat” SEO tactics for link building, which was first released in April 2012. Numerous updates have been rolled out since then. Manipulative link building techniques that focused on creating links through “link schemes” were targeted. These included buying links, building thin sites simply for the purpose of linking back to a main site, trading links, comment spam links, and similar tactics.
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