A recent Google Webmaster video is the talk of the SEO community. In the video, Google Engineer (and Head of Web Spam) Matt Cutts discusses what webmasters can expect in terms of Google’s search algorithm updates for the remainder of 2013.  These changes focus primarily on the subject of spam and the ways in which Google is looking to combat prevalent black hat spamming techniques in the near future.  Here are some of the changes detailed within the Google Webmaster video

1. Penguin Updates

Google will be releasing Penguin 4 in the coming months. This system is said to be able to target black hat spam. It’s set to have a larger impact than the original Penguin, as it will be better able to decrease the search engine rankings of sites that utilize black hat techniques.

2. Hacked Sites

The company is looking at ways in which to identify specific information on hacked sites. Their objective will be to help webmasters determine whether the site has been the target of malware or a hacking-style attack. The will then use specific tools to help the webmaster clean up their site.

3. Advertorials

Google will be taking a tougher approach to native advertising that violates Google’s quality guidelines. To circumvent this issue, Matt Cutts recommends that companies use a disclaimer on their content that clearly marks advertorials.

4. Devaluing Upstream Linking

Google will be doing more to deter link spammers and decrease the value of the links they are acquiring from sources. This suggests that link networks could be targeted within the new updates.

5. Strong Link Analysis

Google’s development team is working on link analysis software that will be better able to comprehend the content within specific links.  Webmasters will need to integrate higher quality content as a result of this upgrade.

6. Authority Boost

Google is looking at ways to improve the rankings of those with a strong reputation in their industry. This will ensure that the links of reputable companies are placed ahead of those with less authority in their field.

7. Softening Approach to Panda Algorithm

When the Panda update was launched, many sites lost rankings as a result of perceived spamming. Matt Cutts said many of these cases were borderline-spam and the company is now looking to correct this issue by utilizing different quality metrics to measure a site’s ranking.

8. Reducing Domain Name Clusters in SERP

Google is hoping to make the search results on the first page even more diverse. Domain name clusters may be pushed further down the rankings to improve quality closer to the top.

9. Enhanced Webmaster Communication

Through their new updates, Google will be adding further features than enable webmasters to communicate directly with company representatives. These features may comprise more detailed notifications built into the Google Webmaster Tools selection.

Protect Your Site by Analyzing the SEO Guidelines…

The message Google is sending with their proposed 2013 updates is clear: quality content will continue to rank higher. And the company is developing the tools that will help them to better promote quality content within search. To ensure your site continues to rank highly with Google; stay informed on the latest updates to the company’s search algorithm. And avoid the black hat techniques used by spammers.

Companies that take the time to create high quality site content will always achieve the highest rankings over those that prefer to take the short cuts that are down being blocked off by Google.