Having a strong web presence will mean ranking highly in Google search listings. Google searches the keywords that are contained in your website.
The algorithm known as Panda was first launches early in 2011 and its aims were to filter out websites with poor content, promote the sites with content that’s unique and bring authoritative articles to the top of the search rankings. Panda gets updated frequently by Google and these are always announced to the public. So far in 2013, Google have announced they are unlikely to confirm future updates on Panda, and the algorithm is now more integrated with the overall continuous updates. This means that SEOs and webmasters will not notice the updates as much as the updates will be spread out over around a 10 day period.
Google Penguin was released in April 2012 and it targeted to the websites that had low quality banklinks, anchor text that was contained too much keywords and those that had poor link profiles. Generally, Google update their algorithms to better provide the public with more relevant, richer search results. Google said that Penguin 2.0, which was officially rolled out on May 22nd earlier this year, would be better at stopping spam. Because SEO’s (amongst others) manipulate the search results, less relevant sites to what the user originally sought are displayed on the first page. Where Panda focused on the quality of content, Penguin was aimed at lowering web spam. This dramatic update had an effect on 2.3% of all queries in England.