Optimizing your website when search alone won’t cut it

According to Benjamin Franklin, the only things that were certain in life were death and taxes. Had the great statesman been alive in this millennium, he would have surely added changes to search-engine algorithms to the list.

A couple of months ago, Google rolled out the latest update to its search algorithm, code named Penguin. There is no definitive reason for the quirky naming convention that Google uses (the previous update was called Panda), but looking at the alternate name for the update – webspam algorithm update – we get a better idea of what is going on.

In a nutshell, SEO…