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How Google's 'Penguin' Update Will Change Publishing, for the Better
Over the past decade, the publishing industry been swinging on a pendulum created by the effects of search engine optimization (SEO). In the old, primarily print days, the most successful publishers were those that could produce great content for a specific audience and keep that audience engaged via subscriptions or at the newsstands. More recently, the kings of publishing were those that could best engage web crawlers and monetize their sites through a windfall of free search traffic. The focus has been less on creating great content and engaging readers than on producing lots of words on lots of pages to engage web crawlers.
But there is a silver lining to all of this. With last year's Panda release, and the more recent Penguin release, Google is going to flip SEO on its head. If Old SEO enabled some to fool a crawler into indexing borderline junk content to get high rankings, New SEO looks likely to take any notion of fooling anyone out of the equation.