Certain digital marketing agencies simply use outdated methods. That’s to say at one point they might have been top dog, the go to marketing agency, so they may have become over confident!

Not evolving, not changing what they do, therefore stuck in their ways and using the same SEO methods.

However, ask any good online marketing agency what is the best approach to take, and they will say that you must fully understand Google’s algorithm updates, and you must change your SEO methods accordingly.

If you don’t, well, you may well be using outdated methods, which could mean that your clients see their websites drop down the ranks.

So, our Cardiff marketing company likes to keep our finger on the pulse, so if hear about a new algorithm update, we make sure we learn about what the algorithm update is about, and whether or not we need to change our marketing strategy.

Here’s a few of the major algorithm updates that have occurred in recent years.

Google Panda update

The Google Panda update is thought to have rolled out in February 2011, and its purpose was to weed out businesses that had low-quality content marketing.

So, let’s say you hired a digital marketing agency that added pages to your website that had “thin content” or “low-value” pages, well the Google Panda update would most likely impact this business.

So by low value and thin content we mean pages that do not offer much information, they may just be written to try and improve the businesses SEO.

So for example, a skip hire business may write a few lines of text at the top of a page, then followed by a list of say 50 areas it covers, in one long list, this is an example of a “low-value” page.

Google Penguin update

The Google Penguin update was announced in April 2012, its purpose was to down rank websites that used low-quality backlinks.

Since 2016 the Google Penguin update has been part of Google’s core search engine ranking algorithm.

Google Pigeon update


The Google Pigeon update was introduced in July 2014, its purpose was to improve Google’s organic search results and Google Map’s, often referred to as Google My Business results.

The results from the Google Pigeon update was more relevant results based on proximity.

So for example, let’s say you were looking for a local Italian restaurant within the city of Cardiff, South Wales.

Well before the update it wouldn’t matter really if you were running the search in Cardiff Bay or Roath in Cardiff.

But now, Google Pigeon will offer more accurate results based on where you are located, so if you are looking for an Italian restaurant in Roath, Google will look for Italian restaurants that are based as local as possible to you.

Mobile Friendly update

In 2013 Google changed to adapt to mobile browsing habits, and Google is said to have rolled out a mobile friendly update.

And this makes sense, as smartphones got smarter, a lot of us now look for businesses on our mobiles.

The Mobile Friendly update ensured that businesses that had mobile friendly websites, sometimes referred to as the website being “responsive”. This ensured that mobile friendly websites ranked higher than those with poor mobile usability.

Need help with your business’s SEO?

If you run a company here within Cardiff, and your business needs help with its SEO, then why not call us?