Search engine optimization is constantly evolving, because search engines are changing their tactics and trying to offer users the most relevant and high-quality websites possible. Google is especially vigilant about SEO and how to better its search results. A recent Matt Cutts video points to a few very important things that marketers should be aware of in the near future.
First and foremost, Cutts discussed the upcoming Penguin update. The next generation of Penguin is expected to arrive in the next month or so and will be a stronger defense against advertorials that disregard webmaster guidelines. This is yet another effort to recognize and flag black hat SEO strategies.
Additionally, Cutts mentioned that Google will put a higher emphasis on weeding out spammy queries, authoritative link building, softening Panda impacts, recognizing sites with authority and enhance communication with webmasters, among other topics. These areas of improvement shouldn't come as a surprise, however marketers need to make sure they are ready for the Penguin update by practicing quality SEO for their companies' websites. Websites that have SEO tactics that follow Google guidelines shouldn't be flagged or notice as much of an impact compared to those that do not.