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The last week’s news of Google’s targeting of guest blogs should not have come as a surprise: Google’s Matt Cutts has been discussing the issue for the past two years, warning marketers that as recently as January 2014. But last week’s announcement that Google penalized ‘a guest blog network’ unfolded quickly when it was revealed that the network in question was actually . For the unfamiliar, MBG was created by Ann Smarty, currently the Community and Brand Manager of Internet Marketing Ninjas.

On his blog, Matt Cutts continues to explain and defend Google’s stance on targeting link-spamming guest blogs. Although he is correct in stating that guest blogging has become a source of poor linkbuilding strategy, targeting MBG was more about setting an example for the Digital Marketing world than actually improving the situation. It’s just a bit bitter that they targeted this site rather than go after those who flagrantly disregard current best practices. I’m curious to ask Matt that myself.

WHY THE SEO COMMUNITY?

Simply put, Google isn’t differentiating between the communities within the SEO world. Instead of separating the black and grey hats from the white, they’ve painted us all with the same brush. Which is the actual problem: There are inherent differences between white and black-hat technical SEO. We have different methods, expectations and deliverables. But, frankly, it doesn’t seem like Google cares to differentiate between us. Besides, it’s Google: It is a leader, not a follower. Its job is to show us the path, and it’s our job to follow Google Standards – Whether we like it or not.

Is this penalty going to eliminate guest blogging? Probably not; most site owners who utilize guest blogging are at less risk than the networks themselves. And Matt isn’t against guest blogging: he fully states that a high-quality blogger can help drive traffic and increase reach. But he does differentiate between guest blogging and guest blogging for SEO purposes. Despite promising to make the process more transparent and easier to understand, there has been little done to make it abundantly clear what Google considers spammy SEO link building in Guest Blogging. And this lack of clarity is going to present a real challenge to the SEO and Digital Marketing community in the coming months. The only realistic solution seems to be continuing Guest Blogging – but very, VERY carefully.

Google is making it very clear that it values original, authentic content devoid of the standard SEO markers we as a community have come to expect. This only means that as the algorithms evolve, so must our expectations and practices. As content creators and curators, we have to become the front line of enforcing these new practices with our clients and colleagues. Gone are the days of heavy keyword inclusion and multiple links. It is our job as responsible SEO practitioners to educate other through our own words and through our own networks.