When Penguin first rolled out in 2012, it shook the foundations of online marketing. Business websites left and right saw their rankings plunge deeper than Lake Macleod. As an English-speaking country, Australian websites were among those hit hard, making up part of the 3.1 percent of all English search queries.
In Penguin’s aftermath, affected websites were given two choices to reel from the situation. They could either fix certain issues or start from scratch.