There has been plenty of buzz in search engine optimization circles over Penguin 2.0 since its release. Many maintain that the update changes the landscape of online marketing practices, but a closer look shows that this is not the case. This most recent update makes past SEO tactics, that were once considered failsafe, useless. Strategies such as comment spam and guest posts on questionable sites are no longer acceptable, according to Search Engine Watch.
Companies that take online marketing seriously will find that many of their strategies do not need to change in the wake of Penguin 2.0. Using disreputable SEO methods should not be a part of any marketing campaign, as the most recent update from Google penalizes those who operate in this way. Content marketing is now more effective than ever in SEO, though many marketers and firms already consider it to be best practice. Brand images are tarnished by underhanded SEO practices, but enhanced by thoughtful content marketing. Companies should focus on creating interesting and complex content, and will be rewarded in search rankings for it.