Why do I say this? Because I believe in holistic SEO. That might sound like a hippy term to describe a high-tech skill set but I have found this to be the best way to describe what we do.
SEO should be all about achieving results through the attribution of ACTUAL value. It should not be about technical short cuts, white hat or black hat, to achieve great rankings.
What is your intent? Is it all about making more money for the sake of making more money? Or is it about providing value to your community, promoting your service or product which truly is worth the price you are asking for it?
Delivering true value, in the form of informative content, excellent customer service and great services and/or products is where it's at. If you have highly relevant links to your website because the information you provide answers questions your demographic has, then there is no update in the world that should concern you.
People worried about the impending Penguin update are worried because their link profile shows artificial inflation. Links that shouldn't be there, links that haven't been earned.
Luckily, we don't have those worries. We fight with our clients on a weekly basis, trying to keep their foot print clean, not giving in to demands for hundreds of back links, poor cookie-cutter content and suggestions to somehow "game the system". They see it paying off, since rankings and traffic gradually climb... never being put down by an unexpected algorithm update.
Just think about it, if your business hinges on every update you have no influence on, you don't know when it's coming, you don't know what it will be targeting... that is madness to me. Run a clean business, run a clean optimization strategy and there shouldn't be a worry about whatever animal Google let's out of the zoo!
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