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Matt Cutts You&A at SMX Advanced 2012 was originally published on BruceClay.com, home of expert search engine optimization tips . Matt McGee welcomes the packed room to our Q&A keynote with Matt Cutts who’s going to answer all our questions of how to rank. Google sure has committed to transparency, as the video shown proves: Let’s start with Penguin. Penguin to them isn’t a penalty, it’s a calibration of the algorithm. they found a lot of Web spam left after panda they wanted to take care of. Penalty is typically referred to when manual action is taken. Penguin does demote sites, but it’s one of 200+ signals that rank sites.