September has been a volatile month for rankings, and Google has recently confirmed why - a change in its algorithm known as Penguin 4.
What is Google Penguin?
Penguin was an algorithm update first launched by Google in 2012. It’s designed to identify websites that spam its search results with irrelevant, poor quality links. The introduction of Penguin had an immediate and significant effect. Sites that hadn’t been playing by the rules saw themselves fall quickly down the rankings or even disappear in some cases.
Links continue to play a huge part in how Google decides which websites should rank highest in the search results, but those links have to be natural and relevant.