When Google’s Algorithm Changes, Does Your Online Business Have to Change With It?
Google is infamous for switching up the algorithm for its search engine (the set of code instructions for how a search is performed). Since 65-66% of the U.S. web traffic comes through Google* and many marketers measure their success by Google PageRank, it’s no wonder that these code tweaks are so hotly measured and closely observed. But Google makes hundreds of algorithm changes, so only those that hit like hurricanes gain renown.
Possibly Google’s most famous algo update-Panda–came in February 2011, suddenly trouncing the high Page Rank enjoyed by some large content sites, even if only temporarily. In SEO circles the update has come to be known colloquially as the “Farmer” update. Why? This particular algorithm update seemed to take careful aim at the growing number of content farms-those websites that index massive numbers of pages clogged with poor to mediocre web copy or that reproduce content from other sites.
The Drama of the Algorithm Shift
Google’s secretive algorithm changes provide a lot of dramatic fodder for the SEO and internet news sites. Algo shifts are something to talk about!
When it comes to imminent danger for your business, though, unless you’re scraping content from someone else, buying inbound links, or keyword stuffing your meta tags and page copy, you likely don’t need to duck and hide.
How to Avoid Being Murdered By Google
Fortifying your online business against great Google algorithm shifts is not difficult if you follow these simple rules:
- Create a site that has a business goal
- Develop your own content that is: grammatically and stylistically well-written, with a clear focus on one or two keywords/phrases per page.
- Keep your content usable: it actually gives your visitors or customers what it’s promised them.
- Use basic SEO on-page strategies: avoid buying links, avoid stuffing keywords into your page title, page header, subheaders, or footer.
- Optimize images for faster loading. Google Webmaster Tools can provide you with feedback on your site’s performance so you can keep it in tip-top shape.
With regular algorithm updates, Google’s intent, as they describe it, is to better the search results it offers. And truth be told, most updates go relatively unnoticed. If your site is built with quality in mind-bottom to top-then you might even look forward to the algorithm updates. Quit worrying about how Google may implode your online business and instead imagine an algorithm update that helps rocket your site to the top of the search results.
*Business Insider, http://www.businessinsider.com/google-search-share-2011-4