Google's Penguin Update: Our SEO team's take on the matter...
As we know, Google update their search engine algorithm on a regular basis. On 24th of April Google released an update that has since gained the nickname 'Penguin' - continuing the animal theme from the previous 'Panda' updates.
The 'Penguin' update was introduced to tackle over optimised websites, targeting those that have used over-aggressive techniques (such as keyword stuffing and link schemes) to manipulate Google's search engine rankings. The update also favoured big brand websites with high levels of Domain Authority ahead of small to medium size sites with less authoritative domains, who would previously have been able to compete strongly in the search engines.
Using the competitive keyword 'pet insurance' as an example we can see the effects of this update. As shown in the screengrab below the Tesco Bank pet insurance page is ranked 4th place directly above Animal Friends.