Hold on to your butts.
The anticipated - and much discussed - Google search algorithm update is currently being released, according to Google's blog "Inside Search."
The update is designed to "reward high-quality sites" and improve overall search engine results.
Google went on to mention that "white hat search engine optimizers often improve the usability of a site, help create great content, or make sites faster, which is good for both users and search engines."
Purple Trout, LLC practices ethical and honest "white hat" search engine optimization techniques.
Some SEO firms, Google noted, engage in "black hat webspam" and in the use of a variety of loopholes or shortcuts to beat Google. These methods include keyword stuffing, link building schemes, etc. in order to earn higher rankings for their clients.
If your website(s) suffer a severe drop in Google search engine rankings over the next several days, you'll need to review your website's content; begin the process of cleaning up spammy inbound links; remove "black hat" elements from your site, and/or have a serious discussion with your current SEO provider about dishonest practices.
Visit these sites to learn more about the recent Google update: