linking to your site, it can hurt your ranking severely. The update has come down heavy for businesses selling links, as well as sites which have built a spammy link profile by using exact match anchor text extensively. This activity is flagged off by Google as 'unnatural link building tactics' and falls under heavy spamming. Many sites which have not been intentionally buying links have also been hit by the update, simply because they have links from 'untrusted sites'. Webmasters are struggling to find a way to fix these link issues and get their site back up. The urgency to do the same is intensified because the Penguin can strike again anytime. It's Not Over Yet At the recently concluded SES San Francisco, Google's webspam team head, Matt Cutts, gave a clear warning against the Penguin. He said that the algorithm was in its experimental stages. Google was fine-tuning it and 'till they get it right -- the Penguin roll outs will give 'huge jolts' . The Panda Update is smoother and subtler now (after more than a year of the first roll out), but the Penguin can smack hard. This announcement by Matt sent nearly the entire SEO fraternity scurrying to find: "penguin proofing techniques." The panic attack has not been helped by the link warnings being sent via Google Webmaster Tools. Google has been sending 'unnatural link' warnings to webmasters since February 2012. Now and after the Penguin smack, people finally understood that their entire effort of building