Ever notice how you often have to go
back and make changes to your blog or website each time Google adds a new
algorithm or makes changes to an existing logarithm? Some of the most
significant changes that have been made since 2008 had an effected not only on
individual websites, but how businesses market themselves on the web. Many of
the changes Google makes to its each algorithm every year are designed to
hinder fraud websites and cheaters from getting to the top of search results by
abusing the system. Conceptually, it is very important to understand the
changes and how they would impact your business or website.
The first notable change was made in
2008 with the Content Relevancy algorithm that introduced on page optimization.
Prior to this, webmasters had to optimize entire websites with the same Meta
keywords, Meta descriptions on every page. Optimizing
each page based on their unique content meant that any inner
page could be ranked and shown in search results. This meant that the homepage
was no longer the default entry point for visitors on any website. All pages
therefore had to be carefully prepared like the home page with visible call to
action if needed.
In 2009, a lesser known update called
Vice was released. Like other updates, it was designed to weed out cheats and
fraudulent sites by introducing brand validation to determine whether a brand
can be trusted or not. While the update initially raised an uproar due to a
perception that it favors larger brands that could easily be validated due to
their fame, popularity and importance, this was not Google’s intention. Instead
it meant that smaller business needed to look for trusted and verifiable
methods of validating themselves. After this update, multichannel marketing
gained a lot of important as business started using different channels to
market their brand. This meant more time had to be sped preparing content,
distributing the content and engaging users beyond advertising.
The most famous update made to the
Google algorithm yet are the panda and penguin updates. The most notable thing
about both updates is their prioritization of quality over quantity. The
penguin update changed the way Google uses links to determine page rank while
with the panda update, Google started using the quality of the content on a web
page to determine its rank in search engine results.
After penguin, it became necessary to
have authority websites linking back to your site. The update punished websites
with many back links from untrusted websites and irrelevant sources with low
rankings while rewarding those with high quality links with better search
result positioning. With regards to panda, Google placed increased emphasis on
the relevance of on on-page content. The higher the quality and relevance of
content, the more likely the page will be ranked highly. This means that online
marketers and business owner had to start creating highly informational content
to inform users of the products and services offered.
2013 was a particularly eventful years
in terms of Google search algorithm updates. Apart from minor updates to panda
and penguin, Google also introduced a new update called Hummingbird. The update
basically changed the way Google uses search queries to determine page rank.
According to Google, the algorithm
change was triggered by the way people use the search engine.
With the introduction of voice search for tablets and smart phones, people now
use longer sentences to conduct their search. It therefore means that web pages
have to be optimized for conversational search. Social media signals also play
a bigger role in determining page rank.
How
to deal with Google algorithm changes
The need
for an online present has never been greater, but the landscape
has never been more competitive. To avoid falling foul of the updates and use
them to your advantage, you need to build a foundation based on a good
understanding of what has been happening over the years and what tactical and
strategic benefits you can put this changes for your content marketing. Your
approach to search engine optimization should be guided by the factors that
Google has tried to search through its updates. These include:
*Creating regular, helpful content for
your targeted audience
*Use social media platform to share
your content, thereby increasing your reach and quantity of social signals for
high search rankings.
*Increasing the number of authority
sites connected to your websites.
*Put best
website optimization practices into place- continually educate
yourself on best SEO practices as they emerge and try to improve as much as you
can.
Google algorithm updates are all aimed
at increasing the relevancy of search results so that users get precisely the
information they need when they type a search query in the search box. Google
also hates spam, both in links and content and each algorithm change improves
user experience and provides more user friendly results as well as reader
friendly content while punishing or banning spam sites. Based on this trend, you
can protect yourself from potential future algorithm changes by producing and
promoting high quality content. This may also put your website in a prime
position to earn higher rankings after future updates. Contact Website
Optimization to learn more.
3134 SUNNYWOOD DR
ANN ARBOR, MI 48103
Phone: (877) 748-3678
Fax: (734) 661-1331
http://www.websiteoptimization.com/
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