New analytical platform deconstructs Google's Penguin 2.0

LONDON, UK: MathSight, the purpose built analytical platform launched in March this year, has been used to deconstruct the Google Penguin 2.0 algorithm update, rolled out on 19th May.

According to release, the platform was used to analyse websites from eight business categories - online retailers including the travel, gifts, mobile apps and jewellery sectors, and business to business companies including business awards, advertising and PR.

Andreas Voniatis, managing director, MathSight said, "Although it is near impossible to reverse engineer a complete search engine algorithm, it is possible to show the potential causes of any change in algorithm methods when they occur."

"We look for a step change in a pattern that could be an underlying increase or decrease in actual Google-sourced traffic as a result of an algorithm alteration, such as the recent Penguin 2.0 update."

The analysis ran for two months, spanning the Penguin 2.0 roll out period. This enabled MathSight to identify features in web design and content that were either ‘rewarded' or ‘punished' following the update.

"Overall the types of rewarded features varied according to business categories," says Voniatis.

"But the analysis provided valuable insights which mathematically identified how Penguin 2.0 has impacted on the subject sites, and revealed what needs to be done in each case for optimum SEO," added Voniatis.