Google : Enjoy Penguin — you’re going to see it moving around forever
Google is nice enough to tell us that Penguin is going to be in continuous roll-out. In other words look forward to each time you hit refresh you’re going to get differing results, with no end in sight.
That last big update is still rolling out — though really there won’t be a particularly distinct end-point to the activity, since Penguin is shifting to more continuous updates. The idea is to keep optimizing as we go now.
Honestly it’s not a terrible thing, it’s just the issue with the upcoming holiday season as many ecommerce stores have based their income on rankings of X and Y for some of their more targeted keywords. Throwing those keywords into flux throws a monkey wrench in their expected income.
The best hedge against this is to diversify your income strategies, increase the content on your site and diversify your traffic sources and double, triple check your site and its compliance with Google Guidelines. We cannot stress enough that compliance is really the only way to progress in a “more safe” fashion. Non-Compliant sites typically increase the risk of being sent to page 300 on the next update.