Now that's the good news. The bad news is it's not always easy. The information available is general and non specific. Everyone has an opinion and if you've been hit, it's devastating. Truth of the matter, even if you didn't get hit, you need to know how to keep your site or any site you might build Panda and Penguin friendly. Most good SEO's are great at SEO. Usually they suck at writing copy. Meet my friend Eric–he falls into that category.