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'''Google Penguin'''是[[Google搜尋]]于2012年4月24日首次发布的算法更新<ref name="SEL">{{Cite web |last=Matt Cutts |title=Penguin Gets Official Name |url=https://twitter.com/mattcutts/status/206232437427154944 |publisher=Twitter.com |access-date=2018-06-05 |archive-date=2022-06-10 |archive-url=https://web.archive.org/web/20220610225855/https://twitter.com/mattcutts/status/206232437427154944 |dead-url=no }}</ref>。该算法采用了[[灰帽黑客|Gray Hat]] [[搜尋引擎行銷|SEM]]技术，通过对指向页面的链接数量进行处理来人为提高网页在搜索结果中的排位<ref>{{Cite web |title=Link schemes - Webmaster Tools Help |url=https://support.google.com/webmasters/bin/answer.py?answer=66356 |publisher=Google Inc. |access-date=2018-06-05}}</ref>，旨在降低违反Google网站管理员指南的网站在[[Google搜索]]的[[搜尋引擎最佳化|位次]]<ref name="未命名-rHNY-1">{{Cite web |title=Webmaster Guidelines - Webmaster Tools Help |url=https://support.google.com/webmasters/answer/35769#3 |publisher=Google Inc. |access-date=2018-06-05 |archive-date=2015-11-25 |archive-url=https://web.archive.org/web/20151125022156/https://support.google.com/webmasters/answer/35769#3 |dead-url=no }}</ref>。据Google员工John Mueller所言，截至2013年，Google已完成Penguin算法过滤器的所有更新与维护。 <ref name="SEL" /><ref>{{Cite web |last=Barry Schwartz |date=2013-02-20 |title=No, Google Hasn't Released Unannounced Penguin Updates |url=http://searchengineland.com/no-google-hasnt-released-unannounced-peguin-updates-149156 |access-date=2013-04-29 |archive-date=2021-09-17 |archive-url=https://web.archive.org/web/20210917091049/https://searchengineland.com/no-google-hasnt-released-unannounced-peguin-updates-149156 |dead-url=no }}</ref>

== 算法对搜索结果的影响 ==
据Google估计，<ref name="GBlog">{{Cite web |title=Another step to reward high-quality sites |url=http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html |access-date=2022-07-09 |archive-date=2016-03-08 |archive-url=https://web.archive.org/web/20160308083540/http://insidesearch.blogspot.com/2012/04/another-step-to-reward-high-quality.html |dead-url=no }}</ref>Penguin算法影响了大约3.1%的[[英语]][[網路搜尋查詢|搜索]]结果、大约3%的[[德语]]、[[汉语|中文]]和[[阿拉伯语]]等语言的搜索结果；在一些“垃圾网站更多的”语言中，这一数值甚至会更大。2012年5月25日，谷歌发布了名为“Penguin 1.1”的首次Penguin更新；据谷歌时任网络垃圾邮件负责人Matt Cutts称，此次更新对英语搜索结果的影响应该不足1%。此次更新旨在惩罚使用不合理渠道而在Google搜索结果中获得高排名的网站。在Penguin算法推出之前，多数网站仍在通过负面链接构建技术来获得高排名并获得流量；然而，这一算法公布后，内容丰富的网站将更容易在搜索结果中取得更高的排位，而那些内容很少或充斥垃圾内容的网站则与之恰好相反。<ref name="未命名-rHNY-2">{{Cite web |date=2015-03-12 |title=A Guide To The Penguin Update - In Front Digital |url=http://www.weareinfront.com/google-penguin-update-guide/ |website=In Front Digital |language=en-GB |access-date=2016-06-13 |archive-date=2022-08-14 |archive-url=https://web.archive.org/web/20220814203418/https://www.weareinfront.com/google-penguin-update-guide/ |dead-url=no }}</ref>据称，在[[Google Panda|Panda]]和Penguin两个算法推出之后，通过特定关键字在Google搜索到的网站的排位也逐渐变得更加稳定<ref>{{Cite web |title=Here Is What It Looks Like To Be Hit By Google Penguin |url=https://www.seroundtable.com/penguin-traffic-drop-chart-15096.html |website=seroundtable.com |access-date=2016-06-13 |archive-date=2021-06-15 |archive-url=https://web.archive.org/web/20210615085354/https://www.seroundtable.com/penguin-traffic-drop-chart-15096.html |dead-url=no }}</ref>；对此Google回应称，仅仅为了吸引流量而建立的网页违反了他们的网站管理员指南，而这些算法的目的就是为了让这些网页受到惩罚。<ref name="未命名-rHNY-1"/>

2012年1月，Penguin进行了页面布局算法更新（也称为 Top Heavy Update）<ref>{{Cite web |date=2012-01-19 |title=Official Google Webmaster Central Blog: Page layout algorithm improvement |url=http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-improvement.html |publisher=Googlewebmastercentral.blogspot.com |access-date=2018-06-05 |archive-date=2016-03-08 |archive-url=https://web.archive.org/web/20160308143854/https://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-improvement.html |dead-url=no }}</ref><ref>{{Cite web |date=2014-02-10 |title=Google Updates Its Page Layout Algorithm To Go After Sites "Top Heavy" With Ads |url=https://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929 |publisher=SearchEngineLand.com |access-date=2014-07-10 |archive-date=2022-06-23 |archive-url=https://web.archive.org/web/20220623150446/https://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929 |dead-url=no }}</ref>，有效降低了广告过多或首页内容过少的网站在搜索结果中的排位。

2012年10月5日，Penguin 3发布，对0.3%的搜索结果排位产生了影响。<ref>{{Cite web |date=2012-10-05 |title=Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries |url=https://twitter.com/mattcutts/status/254335294063656960 |publisher=Matt Cutts |access-date=2013-06-16 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000153/https://twitter.com/mattcutts/status/254335294063656960 |dead-url=no }}</ref>2013年5月22日，Penguin 4（也称为 Penguin 2.0）发布；此次更新则影响了2.3%的搜索结果。<ref>{{Cite web |date=2013-05-22 |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |url=https://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |publisher=Matt Cutts |access-date=2014-07-10 |archive-date=2022-08-06 |archive-url=https://web.archive.org/web/20220806221635/https://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |dead-url=no }}</ref>2013年10月4日，Penguin 5（也称为 Penguin 2.1） <ref>{{Cite web |date=2013-10-04 |title=The Penguin 2.1 Spam-Filtering Algorithm |url=https://twitter.com/mattcutts/status/386231794883780609 |publisher=Matt Cutts |access-date=2014-07-10 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000150/https://twitter.com/mattcutts/status/386231794883780609 |dead-url=no }}</ref>发布，影响了约1%的搜索结果。 <ref>{{Cite web |title=Penguin Algorithm, The Real Time Update |url=http://www.mustips.com/penguin-algorithm-the-real-time-update/ |access-date=2022-07-09 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000153/https://www.mustips.com/penguin-algorithm-the-real-time-update/ |dead-url=no }}</ref>

2014年10月18日，有报道称Google已经发布了Penguin 3.0。 <ref>{{Cite web |title=Google Penguin 3.0 Likely Released Saturday Morning |url=https://www.seroundtable.com/google-penguin-3-19313.html |access-date=2022-07-09 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000200/https://www.seroundtable.com/google-penguin-3-19313.html |dead-url=no }}</ref>3天后Google所属工作人员Pierre Farr回应称，Penguin 3.0是一次算法「刷新」，并没有添加什么新的内容。<ref>{{Cite web |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact |url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |access-date=2022-07-09 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000153/https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |dead-url=no }}</ref>

2015年4月7日，John Mueller在一次[[Google+]][[环聊]]中表示，Penguin和Panda两大算法“都还不具备定期数据更新功能”，因此“必须依靠人工才能进行更新”。这一定程度上证实了Penguin算法没有进行过持续更新，而这一事实在当年早些时候也已经露出端倪。 <ref>{{Cite web |last=Barry Schwartz |date=2015-04-08 |title=Penguin & Panda still require manual updates |url=http://searchengineland.com/google-says-the-penguin-panda-algorithms-still-require-manual-data-pushes-218212/ |website=Search Engine Land |access-date=2015-04-30 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000200/https://searchengineland.com/google-says-the-penguin-panda-algorithms-still-require-manual-data-pushes-218212 |dead-url=no }}</ref>

Google Penguin、Google Panda和页面布局更新共享算法的共同战略目标无疑是在Google搜索中让更高质量的网站出现在搜索结果中更显眼的位置。然而，这些算法所针对的网页内容则并不一样。对于Google Penguin来说，这一算法的主要目标是规避包括[[Google轟炸|链接轰炸]]在内的[[垃圾索引]]网站。<ref name="未命名-rHNY-2"/>

2016年4月15日，John Mueller在Google+环聊中称：“我保证当我们准备推出（Penguin）这个算法的新更新时，我们会向各位提前告知，但就目前而言，我没有任何具体的消息能告诉各位。” <ref>{{Cite web |date=2016-04-15 |title=Google Will Announce The Long-Anticipated Penguin Update |url=https://zblogging.com/things-you-need-to-know-about-googles-core-updates/ |website=WebProNews |language=en-US |access-date=2016-06-13 |archive-date=2021-11-13 |archive-url=https://web.archive.org/web/20211113094430/https://zblogging.com/things-you-need-to-know-about-googles-core-updates/ |dead-url=no }}</ref>

=== Penguin 4.0 ===
2016年9月23日，Google正式宣布Google Penguin被纳入Google核心算法<ref>{{Cite news|url=http://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302|title=Google updates Penguin, says it now runs in real time within the core search algorithm|date=2016-09-23|work=Search Engine Land|accessdate=2017-04-20|language=en-US|archive-date=2022-09-04|archive-url=https://web.archive.org/web/20220904005708/https://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302|dead-url=no}}</ref>，这意味着在此之后它将会进入实时更新的状态；因此，Google之后没有再发布过任何关于Penguin算法的更新公告。<ref>{{Cite news|url=http://searchengineland.com/penguin-4-0-necessary-positive-improvement-261359|title=Penguin 4.0: Necessary and positive improvement|date=2016-10-25|work=Search Engine Land|accessdate=2017-04-20|language=en-US|archive-date=2022-07-09|archive-url=https://web.archive.org/web/20220709000329/https://searchengineland.com/penguin-4-0-necessary-positive-improvement-261359|dead-url=no}}</ref>这一算法进入实时更新的状态也意味着各个网站将实时接受评估，其在同一关键词搜索时的排位也有可能实时变化。在此之前，各个网站的开发者在排位降低后总是要等待下一次算法更新——只有更新才会让自己的网页有宝贵的排位上升机会。除此之外，Google Penguin 4.0较先前的几个版本都更加精细，仅仅基于URL对各个网站的排位产生影响，而不是因为个别网址而将整个网站的排位都拉低。Penguin 4.0与其他版本不同之处还在于，其不会因为发现错误链接而将网站的排位降低<ref name="searchengineland1">{{Cite news|url=http://searchengineland.com/google-penguin-doesnt-penalize-bad-links-259981|title=Google Penguin doesn't penalize for bad links - or does it?|date=2016-09-28|work=Search Engine Land|accessdate=2017-04-20|language=en-US|archive-date=2022-07-12|archive-url=https://web.archive.org/web/20220712203551/https://searchengineland.com/google-penguin-doesnt-penalize-bad-links-259981|dead-url=no}}</ref>；相反，它会将这些错误链接忽略且不计入网站的排位。<ref>{{Cite news|url=http://searchengineland.com/google-penguin-looks-mostly-link-source-says-google-260902|title=Google Penguin looks mostly at your link source, says Google|date=2016-10-10|work=Search Engine Land|accessdate=2017-04-20|language=en-US|archive-date=2017-04-21|archive-url=https://web.archive.org/web/20170421001835/http://searchengineland.com/google-penguin-looks-mostly-link-source-says-google-260902|dead-url=no}}</ref>Google在使用这一算法识别不合理链接的同时也加入了人工审核的协助，且会将这些非法链接写入其网站的手动操作报告中。<ref>{{Cite web |title=Manual Actions report |url=https://support.google.com/webmasters/answer/2604824 |access-date=2017-09-05 |archive-date=2018-10-18 |archive-url=https://web.archive.org/web/20181018110303/https://support.google.com/webmasters/answer/2604824 |dead-url=no }}</ref>

== Google Penguin算法反馈表 ==
Penguin算法更新发布两天后，Google准备了一份反馈表，专为两类用户设计；其中一种是想要举报在Penguin[[搜索算法|算法]]投入使用后搜索结果排位仍未降低的[[垃圾索引|垃圾索引网站]]的用户，另一种则是对自己网站排位降低进行申诉的用户。除此之外，Google也专门设计了一份网站管理员复议表。<ref>{{Cite web |date=2012-04-24 |title=Feedback on our recent algorithm update ("Penguin") |url=https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ |access-date=2013-06-16 |archive-date=2014-10-30 |archive-url=https://web.archive.org/web/20141030000357/https://docs.google.com/spreadsheet/viewform?formkey=dEVxdmdRWFJRTjRoLWZVTHZkaTBQbkE6MQ |dead-url=no }}</ref>

2015年1月John Mueller曾表示，只要在网页中修复那些不合法链接就可以解决Penguin算法降低排位的问题。具体来说，修复途径主要包括手动删除不良链接或使用Google的Disavow工具两种；修复完成后提交重新审核请求即可。<ref>{{Cite web |title=Google Search Console |url=https://accounts.google.com/ServiceLogin?service=sitemaps&passive=1209600&continue=https%3A%2F%2Fwww.google.com%2Fwebmasters%2Ftools%2Fdisavow-links-main&followup=https%3A%2F%2Fwww.google.com%2Fwebmasters%2Ftools%2Fdisavow-links-main |website=accounts.google.com |access-date=2021-10-29 |archive-date=2022-04-19 |archive-url=https://web.archive.org/web/20220419222847/https://accounts.google.com/ServiceLogin?service=sitemaps&passive=1209600&continue=https%3A%2F%2Fwww.google.com%2Fwebmasters%2Ftools%2Fdisavow-links-main&followup=https%3A%2F%2Fwww.google.com%2Fwebmasters%2Ftools%2Fdisavow-links-main |dead-url=no }}</ref>Mueller指出，这一算法主要着眼于合法链接与非法链接在整个网页中所占百分比，因此建立更多合法链接可以使Penguin算法将该网站定为质量更高的网站，从而实现排位恢复。 <ref>{{Cite web |title=Google: Even Without Disavowing, Getting Good Links Can Remove Your Penguin Problems |url=https://www.seroundtable.com/google-disavow-good-links-penguin-19696.html |access-date=2015-06-25 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000330/https://www.seroundtable.com/google-disavow-good-links-penguin-19696.html |dead-url=no }}</ref>

== 更新 ==

* '''Penguin 1'''（2012年4月24日） <ref>{{Cite web |date=2012-04-24 |title=Another step to reward high-quality sites |url=http://googlewebmastercentral.blogspot.fr/2012/04/another-step-to-reward-high-quality.html |publisher=Official Google Blog |access-date=2014-05-27 |archive-date=2016-03-07 |archive-url=https://web.archive.org/web/20160307080849/https://googlewebmastercentral.blogspot.fr/2012/04/another-step-to-reward-high-quality.html |dead-url=no }}</ref>
* '''Penguin 2'''（2012年5月26日） <ref>{{Cite web |date=2012-05-26 |title=Google Releases Penguin Update 2 |url=https://twitter.com/mattcutts/status/206232437427154944 |publisher=Matt Cutts |access-date=2014-05-27 |archive-date=2022-06-10 |archive-url=https://web.archive.org/web/20220610225855/https://twitter.com/mattcutts/status/206232437427154944 |dead-url=no }}</ref>
* '''Penguin 3'''（2012年10月5日） <ref>{{Cite web |date=2012-10-05 |title=Google Penguin Update 3 Released |url=https://twitter.com/mattcutts/status/254335294063656960 |publisher=Matt Cutts |access-date=2014-05-27 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000153/https://twitter.com/mattcutts/status/254335294063656960 |dead-url=no }}</ref>
* '''Penguin 4'''{{Notetag|也称“Penguin 2.0”}}（2013年5月22日）<ref>{{Cite web |date=2013-05-22 |title=Penguin 4, With Penguin 2.0 Generation Spam-Fighting |url=http://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |publisher=Matt Cutts |access-date=2014-05-27 |archive-date=2022-08-06 |archive-url=https://web.archive.org/web/20220806221635/https://www.mattcutts.com/blog/penguin-2-0-rolled-out-today/ |dead-url=no }}</ref>
* '''Penguin 5{{Notetag|也称“Penguin 2.1”}}'''（2013年10月4日）<ref>{{Cite web |date=2013-10-04 |title=Penguin 5, With The Penguin 2.1 Spam-Filtering Algorithm |url=https://twitter.com/mattcutts/status/386231794883780609 |publisher=Matt Cutts |access-date=2014-05-27 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000150/https://twitter.com/mattcutts/status/386231794883780609 |dead-url=no }}</ref>
* '''Penguin 6'''{{Notetag|也称“Penguin 3.0”}}（2014年10月17日） <ref>{{Cite web |date=2014-10-21 |title=Google AutoCorrects: Penguin 3.0 Still Rolling Out & 1% Impact |url=https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |publisher=Barry Schwartz |access-date=2014-10-21 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000153/https://www.seroundtable.com/google-penguin-3-impact-roll-19321.html |dead-url=no }}</ref>
* 2014年12月1日，Google承认称Google Penguin的更新仍在进行中，网站管理员仍在继续报告各个网页的排位波动。 <ref>{{Cite web |last=Schwartz |first=Barry |title=Google Penguin Reversals & Fluctuations This Morning |url=https://www.seroundtable.com/google-penguin-changes-19517.html |website=Search Engine Roundtable |publisher=SE Roundtable |access-date=2014-12-02 |archive-date=2022-07-09 |archive-url=https://web.archive.org/web/20220709000329/https://www.seroundtable.com/google-penguin-changes-19517.html |dead-url=no }}</ref>
* '''Penguin 7'''{{Notetag|也称“Penguin 4.0”}}（2016年9月23日）<ref>{{Cite web |last=Illyes |first=Gary |title=Penguin is now part of our core algorithm |url=https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html |website=Google Webmaster Central Blog |publisher=Google |access-date=2016-09-23 |archive-date=2022-08-29 |archive-url=https://web.archive.org/web/20220829153351/https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html |dead-url=no }}</ref>

== 注释 ==
{{Notefoot}}

== 参见 ==

* [[Google Panda]]
* [[沙盒效應|谷歌罚款]]
* [[Google Hummingbird]]
* [[PageRank]]

== 参考内容 ==
<references group="" responsive="0"></references>
{{Spoken Wikipedia|Zh-Google penguin.ogg|2022年|7月11日|语音}}
== 外部链接 ==

* [https://www.wsj.com/articles/SB10001424052702303505504577406751747002494 华尔街日报对该算法的报道] {{Wayback|url=https://www.wsj.com/articles/SB10001424052702303505504577406751747002494 |date=20220709000329 }}
{{Google公司}}
[[Category:Google搜尋]]
[[Category:搜索引擎最佳化]]

Google Penguin - 版本历史

imported>InternetArchiveBot：​补救33个来源，并将0个来源标记为失效。) #IABot (v2.0.9

imported>InternetArchiveBot：补救33个来源，并将0个来源标记为失效。) #IABot (v2.0.9