Many webmasters have already started to feel the heat on Jan 17th 2013. Stronger signs of a possible Google update can be felt. Majority of the webmasters have experienced a sudden drop in rankings and traffic and a few of them have witnessed a sharp rise. No official announcement has been made by Google so far but it is sure that something is being cooked by the chef Matt Cutts and his team. Some are saying it to be a Panda update, while others are pressing on Penguin update, even some of them are of the opinion that its an EMD update. The rest of them are arguing that its an entirely new update. Only Google knows the answer to it!