The release of Google's latest search engine algorithm update is a warning to marketers to include more original content on their websites and to seek more earned media coverage, Chad Pollitt writes. The Penguin 2.0 update seeks to weed out cheap search engine optimization tricks so sites with quality content will be rewarded with higher rankings, he notes. Good content "also helps with off-page SEO by enabling site owners to naturally attract relevant inbound links to their remarkable content," Pollitt writes.

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