“Matt [Cutts] said that there will be a large Penguin update in 2013 that he thinks will be one of the more talked about Google algorithm updates this year,” were the words Barry Schwartz wrote on SearchEngineLand in March. Since then, there’s been no end to the speculation about that update.
On Monday the 13th, a webmaster video by Cutts said he expected Penguin 2.0 to go a “bit deeper” and be more effective than the first Penguin update. As always, thought, Cutts can’t get into too much detail.
Predictions have come in from experts and non-experts alike, but there are some common themes. Anchor text abuse, link trust, “bad link neighborhoods,” citation links, link trust, social signals and relevancy seem to be the most common themes.
The biggest debate, perhaps, has been on whether webmasters should begin pruning their link portfolios or not.