Google search updates have been a hot topic of discussion in the SEO community since the release of Panda in February of 2011. Since that time, Google has released two more significant updates: Penguin in April of 2012 and the EMD or Exact Match Domain update released just prior to October of 2012.
The most shocking thing about these updates is all three were substantial in scope. Truth be told, the search giant which derives its name from a mathematical term “googol” or the digit “1” subsequently followed by 100 zeroes, makes algorithm changes regularly throughout the year. Why these were of particular interest is each had a “visible” effect on search.
Google Search Algorithm Updates
As far as the casual Internet surfer is concerned, these Google search updates don’t have much of an impact. While they might notice slight differences on the SERP, by-and-large, things appear to stay the same. But to the SEO world, these are enormous changes.
The reason Google made such a dramatic change to how it ranks Web sites is simple: Search engine optimizers had learned how to game the earlier algorithm to make low-quality writing more visible than quality content. —CNET
Panda–named after the Google engineer Navneet Panda–was an earth shattering event in the SEO community. Aimed at taking low-quality or “spammy” sites off the index, it was designed to better search results. Penguin was another step in the same direction, but was more targeted. It not only was intended to take low-quality sites off the Google index, but to also remove sites engaging in practices which violated the search engine’s guidelines.
The EMD update furthered the same goal, targeting sites with keyword-laden URLs containing low-quality content. However, it largely spared keyword domains with good content.
Google Updates Search — For User Experience
What’s the point of these Google search updates? The answer is simple: to provide a better user experience. From an SEO standpoint, it has its pros and cons. While these updates do take low-quality sites off the search index, they also changes the rules. That means SEO teams must stay up-to-date with the latest changes in order to provide their clientele with quality services.
How these updates impact search is very relevant to understanding how Google and Bing, see the Internet evolving. By focusing in on the goals of these algorithmic changes, it’s possible to determine what the search engines intend to deliver to their users. And that is nothing less than high-quality, useful information that helps to make the web a better place.
To keep your site’s rankings and to improve them going forward, you only need to abide by a few general guidelines:
- Only populate your site with quality, informative content. The main focus of these updates is to broadcast that search engines want users to find useful information.
- Get your site’s architecture right. Even sites with good information can have a low search ranking. And it’s often because the site’s architecture, or how it’s navigable, isn’t search engine friendly.
- Don’t try to manipulate the system. One of the main reasons for these Google search updates is to rid it’s index of site’s trying to manipulate their way up in rank. What’s more, you can’t win when the rules can be changed at any time.
If you’d like to learn more about how to better rank in search, then contact us. We can assist you in getting your site up-to-par and improve your rankings using proven strategies that always abide by Google and Bing webmaster guidelines.
