There is a lot written online about the importance of ‘future proofing your SEO’. What’s meant by this of course is protecting your SEO practices against potential future changes to Google’s algorithms, and of course this comes in the wake of the recent big changes Google has made that go by the Penguin and Panda handles respectively. This was a great demonstration of the fact that it’s not good enough to just market your website according to current marketing principles – you also need to do it according to the likely future ones to make sure that your good work lasts and doesn’t later on get swept under the rug.