The Google Algorithm update launched on 22 May 2013 was give the code name Penguin 2.0 to indicate that this was an enhancement of the original Penguin update in April 2012. The Penguin updates are all about websites following the Google Webmaster Guidelines and these (almost yearly) major algorithm releases are likely to continue as the guidelines are adapted to ensure improved website quality and reduced spammy webisites.

Remember the intention behind the Penguin updates is to provide a better user experience:

1. Keyword density must be natural and key words should not be spammed;
2. Adverts should not clutter the page, these should be discrete and must not disrupt the flow of the document;
3. Content must be original, well written and easy to read - there should be no plagarism.

If the site owner keeps the user in mind and provides interesting content that is well written and is original, then Penguin updates should never be an issue to the site owner.

"Google Penguin 2.0 is all about the user experience - provide web pages for people and not search engines"