With all the time and effort spent on the SEO that drives traffic to a website, it only makes sense to maximize the conversion rate of the people that arrive. This requires many things, the most important being a fundamental knowledge in a specific aspect of selling; that of selling benefits instead of selling features. Boiled down to its most fundamental element a sale takes place because of what the product can do for the buyer (the benefit), not how it’s going the deliver that benefit (aka features).
In a rare shot across the bow to Google spammers, Matt Cutts (Google's spam sheriff), speaking at the August SES Conference said the next Penguin algorithm update with roll out at summer's end and that "SEOs are not going to like this update". He also hinted at the conference that that the next several updates will be "...jarring and jolting" for webmasters and SEO's. While Mr. Cutts did not specify the target of this update, the odds are very high that the quality of inbound links to websites will again be the primary focus. There is speculation that the algorithm update will center on: