Co-Citation And Co-occurrence: Google Plans Changes To Panda And Penguin Algorithms.

The Google Panda and Penguin updates are terms that strike fear into the heart of any online business.

The majority of companies that use internet marketing techniques do so honestly.

However, some marketers will use whatever method they can to game the search engine rankings and artificially inflate their importance on Google’s SERPs. Every barrel, they say, has a bad apple or two: it’s just unfortunate that everyone else has to pay the price for their lack of integrity. So gird your loins and prepare for the next Google Panda and Penguin updates which will be let loose in the next week or two. If you’re not playing the online marketing game with a straight bat, then the folks at Google are going to start bowling a few bouncers at you.

What can we expect to see in the latest Google algorithm update?


Links have always been the key to building the credibility and authority of any website. Generally speaking the more you have the better your website will stand in the SERPs. However, for a link to serve any useful purpose it needs to be authoritative and relevant. Some website owners have been a little less than scrupulous when obtaining links in the past, and have either purchased links or obtained links via a bit of mutual backscratching with other websites.

Now, Google is about to close that loophole. The latest update will dictate that if links want to help drive a website’s search engine rankings, then they must have something to do with the content of any website they appear on. So, for example, if a run an accountancy website, any links you might have to a mobile phone website will not count towards your website’s rankings. It’s all about relevance at the end of the day. Google will also insist that any link can only be put on a website if it was obtained in good faith, for example, through a social media site or guest post on someone else’s blog.


Keywords will cease to be the Holy Grail they once were, as Google plans to make subtle changes to reduce their relevance. Keywords have been crucial to a website’s SEO, but we’ve all seen and read examples of keyword stuffing where websites have gone over the top with extreme keywords usage. So Google will now penalise a website’s ranking if it contains too many keywords. SEO experts are now recommending using a particular keyword no more than three times on each page. They also suggest that websites should be updated regularly in order to rise in the search engine ranking. SEO is constantly changing, so websites have to change too.

Search Engine Journal has reported that “Co-Citation and Co-Occurrence” will be the next major issue to affect the search engine rankings. According to a German SEO firm, SeoFoxx, search engine rankings are about to plummet by anything up to 30 percent because of these latest SEO updates, and this will affect websites across the board, even those with current high rankings.

So think very carefully about what links you put on your pages, and make sure any links you do use come from reputable and respected sources. Don’t say you haven’t been warned.

View our portfolio


Speak to us