There are two frames of mind amongst search marketing professionals when it comes to major updates such as the Google Penguin update last year and the upcoming Penguin 2.0 algorithm update. Some start to panic as they’ve seen these algorithm updates force companies to make major changes. In some cases, companies have had to close down because adjusting was just too much to bare. The other perspective is that these changes bring the game of optimization more in line with quality over quantity, strategy over brute force, and perhaps most importantly, art over science.

That’s what’s expected with the upcoming update based upon a mixture of common sense and some pointed Tweets by Google’s spam czar, Matt Cutts. The pursuit of quality links instead of having a large inbound link portfolio has been the focus of Google (and Bing) for over a year now and the coming update will likely be more of the same.

The art aspect of it all comes down to getting more value out of higher-quality content that can be enjoyed by real people versus meaningless links outside of content or on sites that have no real value to the search engines. Before, it was easy to stuff links on as many sites as possible to get the juice necessary for SEO. It made it to where the science was dominant – automated platforms, bulk link submission tools, and link generating scripts once ruled the search marketing world. Today, one strong article or infographic on a high-value website can get websites more coveted link juice than literally thousands of low quality links. This is where the artistry comes into play.

As businesses and marketing agencies continue to hone their skills and progress their strategies, it’s important that they understand this dynamic. It’s no longer a good thing to have dozens of link builders hitting up websites. Today and into the future, strong content creators with the connections to get their content placed on relevant and trusted sites are the most sought after resources in the industry. Everyone else is simply spamming up the system and Penguin 2.0 will punish those who do not adapt.