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The aftershocks of Google's recent most updates, code-named Panda and Penguin are still raging on. Updates to Google's algorithms mean that social engagement, rather than search engine trickery, yields top results.
Panda, which launched around February of 2011, started using artificial intelligence in new ways to enforce the best practices guidelines Google had long provided to those seeking to optimize their websites. If Panda was a wrist slap, Penguin, launched in last April, was a body slam to websites still trying to "trick" the search engines into ranking them ahead of their competition. The update emphasized the importance of quality content, originality, and overall user experience.