On May 13, Google’s Matt Cutts published a video titled “What should we expect in the next few months in terms of SEO for Google?”. Here’s the link to it. http://www.mattcutts.com/blog/what-to-expect-in-seo-in-the-coming-months/ The video covers ten topics about Google changes and the impact these changes will have on the future of SEO.

Launch of Penguin 2.0 –

Google will continue to roll out penguin updates, starting with what has been described as the biggest penguin changes ever made, going live in the next few weeks. As expected this update had a significant effect more information. We have covered an in-depth analysis on the Penguin 2.0 above.

Paid Links via “Advertorials” –

Google will get more aggressive looking for signals that indicate an article containing a link may be an “advertorial”, which is really just a paid link wrapped up to look like it’s unpaid editorial. Matt Cutts has released another detailed video on paid links / advertorials and how they should be presented. Here is the link to the YouTube video – http://www.youtube.com/watch?v=1SmlsfSqmOw

According to Matt Cutts:

1. Links that pass PageRank i.e. “dofollow” links should not be based on money.

2. For the readers, paid endorsement should be disclosed with clear message mentioning “Advertisement” or “Sponsored”

3. For the search engines, paid links should not flow PageRank i.e. these links should have rel=“nofollow” added to the link.

In our opinion, this move by Google is rather unwise. No one would want to add a nofollow to a link and discount its value for which they have paid some bucks. In addition, there is a subtle difference between such advertorial posts and guest blog posts (which are posted for free and genuine) and we feel there will be a lot of collateral damage when this update rolls out.

Spam Queries –

Some industries attract black hat techniques more than others. Cutts mentioned that this is a problematic search, and there are others like it, so they are tackling it a couple of different ways. Terms like porn, online pharmacy, payday loans, are classic examples. If you play in this space, you might be out of luck since Cutts isn’t revealing exactly how they are dealing with it, just that it will be happening.

Upstream Link Targets –

According to Cutts, Google will be using new techniques to identify the originating sources of unnatural link networks and making link buying less effective.

We agree with Google on this and have always recommended our clients stay away from such practices. We always make sure to follow industry recommended activities to achieve best possible results for our clients.

Sophisticated Link Analysis –

Google can now create a much more sophisticated backlink profile for your site. Google Webmaster Tools already provides a comprehensive backlink profile of the website. In our opinion, a more sophisticated analysis will definitely be of much help for webmasters.

Hacked Sites –

Google will launch improvements/warnings of potentially hacked sites and notify webmasters which is a good move in our opinion.

Authority Sites –

Matt took the time to state that authority sites will give greater ranking boosts. We strongly feel that brand websites would be given even more importance after this change.

Panda Update –

Google will soften the impact this update had on sites that should not have been hit. According to Cutts, Google will be looking for other signals that suggest the site truly is high quality. In our opinion, Google Authorship will play a vital role here. Eric Schmidt has already given a signal that Authorship will be one of the ranking factors. Hence, it is of utmost importance that Google Authorship is set up for your site now.

Multiple Domains in SERPs –

If you’re doing deep searches in Google, and going back 5, 6 or more results pages deep, you can see the same site popping up with a cluster of results on those deep pages. According to Cutts, Google will reduce the number of pages from the same domain that are displayed in the search results. This is a good move by Google and will give a chance for genuine sites to replace those results and rank higher.

Webmaster Communication –

Cutts also said they want to be able to keep giving webmasters more specific and detailed information via Webmaster Tools.

Overall, it seems Google seems pretty serious in continuing their fight against SPAM. We just hope there is not too much collateral damage – which has happened with each of their updates.