Matt Cutts recently confirmed an upcoming generation of Penguin, and search engine marketing professionals should be interested to know that it is now live. This is the fourth update for Google's Penguin, but it is using Penguin 2.0 technology, according to Search Engine Land. The new technology is said to be much better at detecting and stopping spam.
As with any Google SEO program upgrade, marketers should make sure their websites are practicing proper search engine optimization strategies so they won't be hit hard by bigger, better programs on Google's end. Investing the time and energy into white hat SEO will help a website remain in good graces with search engines and fare well farther into the future.
What most webmasters are most interested in is how much Penguin 2.0 will target spam. Past Penguin updates had a smaller impact, but this one is said to have a much deeper effect on websites. Search Engine Journal said to keep an eye out for new link building guidelines, disavow changes and authority recognition, which will help reputable sites garner recognition and a better standing in their online communities.