Surviving Penguin 2.0 – A Data Deep Dive

Penguin 2.0 launched exactly two weeks ago, on May 22. As I promised, here is my deep-dive into the data, to see exactly how much (if at all) Google’s dreaded Penguin 2.0 update affected our clients.

For this report, I’ll, compare the average visits of all our clients, two weeks before Penguin 2.0 and two weeks after.

Aggregate Average

Our data reports little to no change after Penguin 2.0. Two weeks before, our clients’ average visits was 33.87, and two weeks after, it was up slightly at 39.34.


Organic Average

To make sure our clients’ search engine performance was not negatively affected, let’s focus in on organic traffic only. Here you can see that before Penguin 2.0, 44.86% of their visits were from organic. After Penguin 2.0, it’s at 44.20%—a statistically insignificant change.


How about by region? Could Google have targeted, say, websites from China or Latin America? According to our data, region was not a deciding factor. All our clients, regardless of location, passed through the fires of Penguin 2.0 safely.

North America


Latin America


Europe, Africa and the Middle East


Asia Pacific




Another question to answer is whether or not a specific type of lodging property is more susceptible to Penguin 2.0 than others. The idea goes that smaller properties with fewer backlinks might suffer more than larger properties that are “too big to fail”, as the myth goes (no website is too big to fail, as far as SEO is concerned).

Here is a list of 4 week traffic averages for our clients, broken down by property type. We consider hotels to be small, medium, or large based on room numbers. As you can see, each property type maintained traffic and even increased traffic during and after Penguin 2.0.

Bed & Breakfasts




Small Hotels


Medium Hotels


Large Hotels


It looks like Penguin 2.0 was a non-event, as far as our customers are concerned, but there are plenty of horror stories out there of websites getting slaughtered by Google’s recent update, including big names like DailyDot, Yelp, and Today, more than ever, it’s crucial to select a trustworthy digital marketing provider with a proven history of safe SEO.

Further reading: See last year’s article where I did a similar break down for Penguin 1.0.

About Brandon Dennis

Brandon M. Dennis is the Technical Marketing Manager at buuteeq, the digital marketing system for hotels. He manages buuteeq’s SEO, paid media channels, contributes content, and writes for the company blog. You can connect with him on Twitter @oxhorn.

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