Ever wondered what the difference between Google’s Panda, Penguin and Hummingbird updates are? For writers, it’s essential to know how the system has evolved. At a basic level, this isn’t hard to understand. We just received an update from Receptional that manages to do it in just over 100 words. They’re in the same school of thought that we are. Five years ago, SEO experts may have charged you a fortune to optimise your site and copy. In the future, only the best writers will succeed, full stop.