This most recent set of more than 50 changes, named Penguin, released April 24 changed the Google search algorithm to target over-optimized websites that were stuffed with keywords in an attempt to improve their search rankings. ?Penguin has been primarily focused on discouraging what the industry calls link spam. In Google's algorithm, the links were placed with a very high value. In essence, the idea was if a lot of people were linking to a particular site or webpage, then it was considered to be a high-quality page and that impacted the ranking of that page in Google and other search engines.? The Penguin update targets all the practices that search engine optimizers have been doing for the past 10 years, such as getting paid links or spinning content articles and distributing them just to improve their ranking. If you had done a lot of these things, as of the release, you have seen dramatic shuffling of search indexes and drops in ranking. Affect on Businesses: These changes have affected all businesses by changing conventional wisdom and practices of how to boost Google search rankings. However, certain businesses may be feeling the effects more than others simply based on how quickly they can respond to the changes. These changes are disrupting any consistency of guidelines and punishing all those businesses that lack the resources to respond. "The Google algorithm is now going to try to see if the link structure is natural. If the linking structure is unnatural with everyone linking, Google is saying that is spam." What can businesses do to respond? Businesses must be sure to re-strategize their SEO strategy around quality content. Businesses need to get rid of the philosophy that they need to get as many links and as much content out as there as they can. They need to look at a public relations strategy and try to produce quality content by pitching news outlets Doing press releases and Guest posts on high traffic sites or blogs The other options are social media campaigns and other multichannel options such as referrals and using CPM advertising. High page rank blog comments from quality, relevant blogs (not from spammy blogs). Posting articles to websites that are relevant and interested in what you are writing about is natural. Wiki Links & Video Submission Forums posting with relevant content is natural High PR social bookmarks with the variety of anchor text is still working after the penguin update ?All Businesses can stay ahead of the game by focusing on link building, even though it is a time-consuming process for many businesses.?