GoogleSpam UpdateConfirmedHigh impact
Penguin 2.0
Second-generation Penguin that looked beyond home pages and analysed link spam at the level of individual pages across a site.
What changed
Penguin 2.0 extended link spam analysis deeper into site architecture rather than concentrating on home pages and top-level sections. Google said it affected roughly 2.3% of English queries. Sites that had cleaned up after the 2012 release but retained manipulative links to inner pages were affected for the first time.
Timing
Rollout began 22 May 2013. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.