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The Penguin update or Google’s webspam algorithm update, which was launched last April 24, did create massive impact to many online marketers and webmasters’ mindsets on how they should be performing search engine optimization from now on. It’s indeed another game changer, knowing that the update collected several negative reactions from webmasters around the world.
The Penguin update was aimed towards spam tactics, and was said to have affected at least 3.1% of English search queries on its first roll out. It’s expected to grow more as Google will certainly be implementing more changes around this algorithmic update, which is quite similar to the Panda update that lasted for over a year for its enhancements.
So how will you know if you’ve been hit by this update? There are a few things that you can do to see if this update has burned your site:

• If you’ve experienced sudden loss or meltdown in search traffic (especially if there’s a dramatically decrease in your top keywords’ rankings) on and after April 24, 2012.
• If your site is not ranking for its brand name on Google’s search results.

If you haven’t been affected by it, or if you’ve seen some increase in search-related traffic, then it might just mean that your competitors were the victims of this update, which made your site rank higher than its previous search rankings.
Penalized sites or sites that have been affected by this new algorithm update are still in Google’s indices, which mean that there are still ways to get back in the game! However, this will surely take time to get your site back in top form.
Disclaimer: Everything that I’ll be stating below are just several options that I’ll personally be implementing in case I work on a site that has been hit by this recent Penguin update, wherein most are based on my own understanding of how search works, and everything listed here are theoretical and I’m not saying that they will certainly work.
From what most experts have observed, Penguin is an algorithm/ranking factor update that is more focused on link behaviors that allows them to easily identify spam and manipulative signals. Dr. Pete Meyers discussed some of these possible factors on his recent post on SEOmoz:

• Aggressive exact-match anchor text
• Overuse of exact-match domains
• Low-quality article marketing and blog spam
• Keyword stuffing in internal/outbound links

My hunch is that this update is not yet stable (for sure) and will more likely be upgraded to total devaluation of low quality/spam/unnatural links to somehow neutralize the growing fear of Negative SEO. Not allowing these links to pass any value will decrease the rankings of those who have benefitted from it in the past, and will also protect those who might get abused by unethical link attacks in the future (building crap links to competitors).

Anti-Negative SEO

Knowing that link spams will generally be the basis of this recent update from Google in determining sites that are violating their guidelines, Negative SEO will certainly be a growing challenge, as people might take advantage of this loophole to gain and outrank their competitors.
The best way to protect your site from this uncharted territory is through your already existing link profile, especially if you already have obtained great and high value links pointing to your domain, and adding more of these types of links to your site to make it more solid in the eyes of Google, given that they are more to assess your site’s percentage of good vs. bad links based on their historic index.
Eric Siu from Evergreen Search also wrote an in-depth guide on how to protect your site from Negative SEO, you might want to check it out.

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