There was a lot of fuss at the end of last week reporting that Matt Cutts had warned SEOs that they would not want or a like the next Penguin update (Penguin 2.0 I think it would be? depending on the size of the update). SEOs panic’d, some said they had seen this coming for years and that it would change everything. Matt Cutts has released an official statement that this was taken slightly out of context and taken the wrong way. This is what he had to say on the matter.
Hey Barry, I wasn’t saying that people needed to overly stress out about the next Penguin update, but I’m happy to give more details. I was giving context on the fact that lots of people were asking me when the next Penguin update would happen, as if they expected Penguin updates to happen on a monthly basis and as if Penguin would only involve data refreshes.
If you remember, in the early days of Panda, it took several months for us to iterate on the algorithm, and the Panda impact tended to be somewhat larger (e.g. the April 2011 update incorporated new signals like sites that users block). Later on, the Panda updates had less impact over time as we stabilized the signals/algorithm and Panda moved closer to near-monthly updates. Likewise, we’re still in the early stages of Penguin where the engineers are incorporating new signals and iterating to improve the algorithm. Because of that, expect that the next few Penguin updates will take longer, incorporate additional signals, and as a result will have more noticeable impact. It’s not the case that people should just expect data refreshes for Penguin quite yet.
I’m sure people are still not looking forward to the next update, but we’ll see how the next one plays out.