Digital marketers have been waiting two years for a Penguin update — that's a long time to wait, especially if you're anticipating a rise in traffic and revenue when the update hits. Bruce Clay's advice? Adjust your expectations. Unless you you've gone beyond link pruning and disavowing and done the actual work of boosting the relevance and value of your site overall, the Penguin update is unlikely to be the Hail Mary many think it will be. Bruce discusses the implications of the Penguin refresh with Duane Forrester, Virginia Nussey and Kristi Kellogg. Later in the show, they take a look at how Apple's emerging technology (including iOS 10 and the iPhone 7) will impact digital marketing and consumer behavior.