Google has officially confirmed last night’s release of the Penguin 2.0 algorithm update. Google claims that around 2.3 percent of search results were affected – a relatively large set compared to the original release of Panda, which affected 3.1 percent of search queries with thousands of websites reporting negative effects. According to Google's Matt Cutts, upcoming changes with Google search technology, including this new Penguin 2.0 update, are focused in four major areas: 1. Quality content is essential to SEO “If you’re doing high quality content whenever you’re doing SEO, then this [Panda 2.0] shouldn’t be a big surprise. You shouldn’t have to worry about a lot of different changes” – Matt Cutts 2. Being an industry authority will increase organic search visibility “We’re doing a better job of detecting when someone is sort of an authority in a specific space. It could be medical, it could be travel and trying to make sure those rank a little more highly if you’re some sort of authority, or a site that according to the algorithms we think might be a little bit more appropriate for users” – Matt Cutts 3. You can’t purchase authority (links) “If someone pays for coverage or pays for an ad or something like that, those ads should not flow PageRank. We’ll be looking at some efforts to be a little bit stronger on our enforcement as far as advertorials that violate our quality guidelines” – Matt Cutts 4. A wider variety of quality digital signals can help you recover from Panda “We’ve also been looking at Panda and seeing if we can find some additional signals, and we think we’ve got some, to help refine things for the sites that are kind of in the border zone… If we can soften the effect a little bit for those sites that we believe have got some additional signals of quality then that will helps sites that might have previously been effected to some degree by Panda.” – Matt Cutts Get the full story at Branded 3 Read also "Preparing for Google Penguin 2.0: How To Protect Your Hotel Website" at HeBS Digital