Hi Y'all, The next generation of Google's Penguin updates have been the source of much speculation since its announcement last week. Matt Cutts Head of Google's Web Spam Team recently announced on Twitter that a major algorithmic refresh would be rolled out within the next few weeks. What we can expect from the Penguin 2.0 update: The primary change to the update is to combat web spam, to quote Matt Cutt's directly: "Penguin is a web-spam change that is dedicated to try and find black-hat web-spam and try to target and address that. This one is a little more comprehensive than Penguin 1.0 and we expect it to go alittle bit deeper and have a little bit more of an impact than the original version [of Penguin]." From this and with little more research, the following types of activity will be hit the hardest: Irrelevant Links Where websites have a high percentage of links from websites that have no relevance to the source site. Link Profiles Where websites link profiles have a high concentration of targeted commercial keywords. Essentially Google are looking for a higher percentage of branded terms. Link Networks A link network is a group of websites that cross link between each other. Link networks have previously been hit by the first Penguin update and have been continued to be hit since. Do Follow Links for Advertorials In short, Google aren't against the use of advertorials as long as the links within them do not pass link equity, and also that there is clear disclosure within the article to let readers know that it is a paid-for editorial. Google will also be identifying Authority Figures meaning websites who have content written by influential authors will potentially benefit within the SERP rankings. Your thoughts please... Does anyone on this Forum have a service/software to negate this new threat???