Over the last week, there has been one hot discussion in the SEO world: the coming Google update.
It all started with a Matt Cutts' tweet last week to announce Penguin 2.0 and continued in a video explaining what webmasters should expect from Google in the coming months.
Though this video lacks details about the exact algorithms behind the coming changes, it still mentions different issues the web spam team is working on, so there's a lot to digest.
In a nutshell, this video states that
Google Webspam team is "relatively close" to deploying Penguin 2.0.
Penguin 2.0 will have a greater impact compared to Penguin 1.0.
Advertorials will no longer flow PageRank.
Niches that are traditionally more spamy (payday loans, pornography) will see more impact.
Google will identify link spammers and make links from them less effective.
Hacked sites will be detected better. Communication with webmasters of these sites will be improved.
Authorities in specific niches (medicine, traveling) will be detected better. Their content will be ranked higher.
Sites in the grey area that have been attacked by Panda will be checked for additional quality signals to soften the Penguin 2.0 effect for them.
There'll be even fewer cluster search results from one and the same domain.
The web spam team will continue refining host clustering and host crowding issues.
Google will be focused on getting more information on webmasters.
Actions to take
Go through the list above and see where you might be vulnerable.
Read Google Quality Guidelines again and check if you're following them in full.
Download the Anti-Penguin Guide and follow the steps suggested to stay extra-proof against Penguin 2.0.