And so it arrived, not with a bang, but with a fizzle. The day of reckoning for SEOs everywhere, the day spam would sink to the fiery depths of sub-100 rankings and the cream of the search crop would float to the top, ascending like particularly well-optimised angels.
Penguin 2.0 was supposed to be the ‘big update’ of 2013, an update to strike fear into the hearts of anyone who had ever dared to ‘artificially’ build a link to the website. Speculation was mounting as to when the update would roll out, but one thing was for sure. It was going to be terrifyingly big, laying waste to the world of SEO with one swipe of its vast flippers.