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I did a presentation at BrightonSEO with AnalyticsSEO on Penguin where I outlined some ideas:
Google is a middleman. They sit between a user and a business and the gateway is adwords. teh greater the competition for the ‘connection’ the greater the adwords cost.
More revenue for them (assuming flat market share) is directly from squeezing search results for revenue i.e. fewer competing middlemen (affiliates) getting the clicks
A link is a vote. Once most sites had the power of a vote, now only relatively few sites have ‘voting power’ and this is where you need ‘big SEO data’ to keep up
The importance of ‘link velocity’ so you are similar to competing sites, but not to prominent such that you woudl get flagged up by Google
How to budget for your SEO project…
The full presentation with transition effects etc is here bit.ly/aseobrighton