Google recently stated that it is not going to announce Penguin or Panda updates anymore, though it will be rolling out more subtle changes. This means marketers need to make sure that their SEO tactics are up to date and not going to be hit hard by any unforeseen upgrades. Preparing for new Penguin changes may mean turning to white-hat SEO strategies and providing top notch content and links.
Search Engine Land says now is the time for marketers to clean up their linking strategies if there are any suspicious ones still on the site. There is a heavy emphasis on links as there always has been, but the mentality toward them has changed significantly.
Google is trying to make sure that there are no linking schemes going on and that every website is offering authoritative content for users. Link building is no longer a game for marketers to play in order to achieve better SEO – it requires a conscious effort to connect with reputable sources on the internet.
In order to make sure that all links and content are up to Google's standards, it's better to be safe than sorry. Weathering a Penguin update can be easy and simple if website SEO bodes well with search engine guidelines.