Thursday, November 22, 2012

When Google Changed The Rules Of The Game: How SEO Thrives After Google's Latest Algorithms

By Marshall Brooke

Taking into account that Google changes algorithm approximately 500 times over a year, search optimisers, web designers and web site owners are in the vein of being in a action-packed car chase with Google, tail-gating where Google takes the game.

Ironically, there is just one motive Google puts a lot energy into engineering and releasing these hundreds of algorithms: to enhance user experience.

Creating and optimizing a site with the user experience in mind, instead of conversion or ranking, will then definitely persuade Google to rank this site to the top.

Knowing The Panda 3.3: Google's Ranking Technique

The result of Google Panda 3.3 is millions of websites literally evaporated at the ranking. From sitting on Page 1 ranking positions on Google, these sites dropped over 100 places from the search. Google punished these sites for what it refers to as webspam. Even though these sites don't engage in link buying, Google believed they were over-optimizing by mass creating and mass distributing articles into the web. Observers report that unfortunately, even quality web sites run by legitimate optimisers using legitimate and Google-aligned optimisation methods also got hit by this new release.

It should be noted that there's technically nothing immoral about mass creating and mass distributing content. In mainstream publication, publishers run a leaflet onto the printing press to generate many copies for distribution. This is also how it is in the web, except that there is literally innumerable sites to circulate a content piece to. The main focus must then be on the quality of a content, as well as the natural way this content is posted to ensure it also effortlessly creates links back to the website that circulated the content.

The Page Layout Program

Even ahead of when it launched the now prevalent Panda, Google released the page layout algorithm which lays the rules for how Google wants web pages to appear when users visit them on the search. Google keenly warned sites that if they didn't offer above-the-fold content, or if they bury copy under advertising campaign or images, then it will not rank these websites high.

Website owners now must have a rethinking to do. If they do not have sufficient content, then content writing must be done. If they do have ads and images on the top part of their web page which cause it to be hard for web users to easily find information about the website, then Google will also move down this site.

Google leaves us with a continuing game of chase even as it attempts to define solutions to give its users the best experience. This is because Google may never manage to definitively describe what's best. Thus, the unceasing chase.

Author's note: As of this publication, Google released version 3.5 of the Panda which it refers as freshness algorithm, while webspam algorithm has been formally named the Penguin.

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When Google Changed The Rules Of The Game: How SEO Thrives After Google's Latest Algorithms

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