The latest Google Penguin update is here and although there is much hue and cry in the SEO market about the requirement and implications of this update there is not much one can do about it. Google is the largest search engine in the world and if the people at Google think it fit to make changes in their webmaster guidelines everyone has to fall in place or perish. When you visit some of the SEO forums you will find that there is a mixed reaction about the latest Google Penguin update, Penguin 2.1 as they call it. There are those that cry hoarse that the new update is rubbish and they have been hit without any reason and there are those that are rejoicing because they think that Google was right about coming up with the latest Penguin update. Which side would you be rather on? I personally would like to be on the rejoicing side. It’s important to understand that the latest Google Penguin update is all about. I went through some of the details and it is pretty apparent that Penguin 2.1 contains everything that the previous versions of Penguin had. With each new release Google aims to go deeper and deeper into websites to find out what they are up to. And now that the Hummingbird update is also here Google aims to think from the point of view of its users – what they think when they type in search keywords. In this scenario SEO experts will now need to think deeper and go beyond using what were the tried and tested methods. The latest Google Penguin update aims to penalize websites that don’t generate backlinks naturally. There are websites that abuse blogs and forums; there are websites that aggressively exchange links so that most of their links come from specific sources; there are websites that use paid links without using nofollow and there are websites that generate spam or low quality and irrelevant links. Many websites have, till now, got away with such abuses but not anymore. Google is seeing to it that these websites are hunted down and their PageRank scores are lowered enough for them not to get listed on its SERPs. Have some genuine websites got hurt? Could be a few but mostly those abusing link schemes are the ones that have been hit. So, in hindsight one may say that the new update is actually good for everyone. To ensure that you are abreast of the developments in the Google Penguin update and also to ensure that it’s not your website that gets hits by this update and all the forthcoming updates from Google you need to have your ethical SEO strategy in place. Black hat SEO will work for a while but it cannot be a long term solution. SEO companies like Gamit have been, for more than six years now, working on ethical SEO for their client websites. Gamit is one name you can trust for adhering to the Google Webmaster Guidelines. Try our SEO services: One Time Link Building; Monthly SEO contracts; Panda and Penguin ranks recovery; Keywords Rank Maintenance. Contact us for any SEO questions!