What are the new algorithms, and what do they do?
Google has implemented, and is persistently updating, search results ranking algorithms, which aim at lowering the rank of “low-quality sites” and return higher-quality sites near the top of the search results. Google Panda, Google Penguin and Google EMD are examples of effective algorithms which significantly reduce “spammy” backlinks.
Google Panda is a search results ranking algorithms and was built through an algorithm update that used artificial intelligence in a more sophisticated and scalable way than formerly possible. Human quality testers evaluated thousands of websites based on measures of quality, including design, trustworthiness, speed and whether or not they would return to the website. Google's new Panda machine-learning algorithm was then utilised to look for comparisons between websites people found to be high quality and low quality.
Many new ranking factors have been presented to the Google algorithm as a result, while older ranking factors like PageRank have been relegated in prominence. Google Panda is updated from time to time and the algorithm is run by Google on a regular basis. The momentous difference between Google Panda and previous algorithm sites is; Google Panda affects the ranking of an entire site or a precise section rather than just the individual pages on a site.
In March 2012, Google updated Panda and stated that they are deploying an "over-optimisation penalty," in order to level the playing field.
Google penguin is another algorithm site which is aimed at reducing search engine rankings of websites that infringe Google’s Webmaster Guidelines by using black-hat SEO techniques, such as keyword stuffing, cloaking participating in link schemes deliberate creation of duplicate content, and others. Google penguin has the power to flag your site if backlinks are incorporating irrelevant outgoing links into a page of content.
Says Google, Sites affected by this change might not be easily recognisable as spamming without deep analysis or expertise, but the common thread is that these sites are doing much more than white hat SEO; we believe they are engaging in webspam tactics to manipulate search engine rankings.
On April 24th 2012, Google released the biggest change to its search engine algorithm in over 8 years – the “Google Penguin” update. The renovated search engine algorithm began penalising websites that obtained poor quality links, and websites that had too many “SEO Optimised” anchor text links. For the first time ever, links can poison your site, negatively impacting your rankings. Because links are very difficult to remove once they’ve been built, Penguin makes it almost impossible for websites to recover from link-based penalties.
Google EMD (Exact Match Domain)
Google EMD is another algorithm, and as the name depicts, EMD never refers to sites with search terms in their domain name, in turn makes these sites rank high. EMD targets on domains with deprived content and accurately match the search terms they hope to be searched for. For example, online-pet-accessories-shop.com. Just a generic search term this domain contains, with no brand recognition and quality content available. Such domains contain no content and if present, copied from other websites.
Danny Sullivan quotes, “EMD seems targeted after low-quality sites that are “in between” these two things, perhaps sites that have content that doesn’t appear scraped because it has been “spun” using software to rewrite the material automatically.” He says, Google never targeted Cars.com for “cars”, Usedcars.com for “used cars”, Cheaptickets.com for “cheap tickets”, Movies.com for “movies”, Skylightbooks.com for “books” etc.
In short EMD’s are targeted, only those with poor content.