The impact of Google’s recent over optimisation penalty, swifty followed by the role out of the Penguin update 2 weeks ago, have created confusion about the long term impact on SEO rankings, how Google will evaluate  website authority in the future and how link building for major brands should be managed in a safe ethical way. SEO opinion is split between these changes being a typical Google update, devalueing spammy links such as buildmyrank, to those who believe the cause is routed in more serious anchor text adjustments. The truth is probably a mix of several factors but one of the best courses of action is to keep a close eye on the leading bloggers to keep up to date on this this update might unravel. We have compiled a list below of the best blog posts on what these updates will mean for online marketeers in the future: 1) Dave Naylor’s blog post announced on the 18th April that Google Webmaster tools had been emailing over 800,000 notices to website owners that Google had detected spam on their websites: detected unnatural links 2) The authority SEO blog Search Engine land, run by SEO rock star Danny Sullivan, publicly announced a potential major Google update on April 24th titled Google launches update targetting webspam   3) Blogstorm, the popular UK SEO blog site, written by Patrick Altoft, published a post explaining the new link algorithm here: 4) Matt Cutts, Head of Google’s web spam team remained relatively silent but did announce on his Google plus page that part of the recent update and resultant penalisation was caused by a “classifier for parked domains reading from a couple files which mistakenly were empty” 5) SEO Moz posted a very useful blog post here on how to survive Google’s unnatural links warning  So how should you be managing SEO rankings and your link building in the future? The severity of this update has yet to be fully realised but it will be critical to regularly keep up to date on Google’s own blog  as well keeping up to date as specialist SEO blogs to measure the likely impact so that this news can be professionally communicated back to the clients and any negative impact can be minimised.