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When Google rolled out Penguin 2.1 in October of this year, the algorithm update didn't just hit a huge number of sites,  it hit them hard. This fifth-edition of the search engine's infamous Penguin data refreshes was designed (as were it's predecessors) to root out web spam, and penalize poor quality link schemes, and promote sites with natural link profiles. Updates like these are the result of Google’s constant attempts to improve the results they provide their searchers. Google's goal

Recently, in the wake of the last Penguin update, we've been talking a lot about building quality, natural links in order to build out your online footprint, boost your rankings, and drive meaningful traffic. Google sees links as a sign of a site's relevance, and while customers aren't necessarily looking for links, or even your business, having links on today's most popular--and your industry's most relevant--sites is a great way to show search engines your value and drive searchers straight