The Penguin Update was an infamous initiative by Google launched in the month of April 2012. It was launched with the sole purpose of looking into and curbing the increasing use of malpractices such as questionable link building for the purpose of manipulating search engine rankings. It mainly dealt with websites that were identified as having purchased backlinks or obtained them through linked networks. In order to save themselves from any strict action taken against them, sites should simply refrain from any such ill activities and avoid them to the best of their abilities.