The latest On Google Update ?Austin?
By Serge Thibodeau
Some of the websites that haven't been hit too hard in Google's Florida update (November 2003) got hit real hard on or around January 23. Google's latest update is called "Austin", and they are beginning to 'sound' like elections?
Depending on the industry you happen to be in, you could have been hit less, ? or harder- it depends on a whole number of factors and not one situation is usually the same. One of our clients that, up to recently had their site optimized by another SEO firm was completely devastated to realize his site was gone from the face of the earth. Things such as FFA's (Free for All) link farms, invisible text (!) and stuffed meta tags that are 20 screens long, filled with useless spam will have your site penalized, or even banned faster than you can blink an eye.
Google's new search algorithm is getting 'smarter' and better. Part of it is due to the Hilltop Algorithm, which I wrote about at the beginning of January. In combination with the Page Rank? algorithm that Google has been using since 1998, these two algo's work in tandem in what is supposed to be producing better, more relevant search results. This last statement remains to be tested, as in some cases I have found that some of the results produced are not always relevant. But Google is continuously tweaking and 'fine-tuning' its technology to make it better and the next few weeks should see more improvements.
Google?s new ?weapons of mass destruction?
What is really clear at this point is Google's unique way to find sites
that attempt to use spam techniques or certain methods that are forbidden
by most major search engines, such as cloaking. In fact, to rectify this
situation, on January 25, Google has changed the IP addresses of most
of its data centers all over the world.
What is really peculiar about this update is that the majority of the sites we have been optimizing for the past 12 months have actually gone up in their rankings. Still, we are hearing and reading of reports in the industry that some websites (in no particular industry) have seen their PR (Page Rank?) drop one point for no apparent reason. Sites that for the past two years had a PR of 6 dropped to 5, with no real changes in the number of outbound links pointing to them.
This is indicative that Google has changed the formula to calculate the number of outbound links used in computing the resulting PR value a site should have, in relation to its competing sites. It is also believed that Google now looks at the 'theme' of a site and looks at the relevancy of links to better calculate PR. Sites in the same industry will benefit more than before, while others which get the majority of their links from sites that have nothing to do with them could see their Page Rank? value go down, as some did on January 23rd.
It is clear now that Google is making some significant improvements and
some major changes to its search algorithm- again! Get used to this, as
my feeling is that it will continue for the next several months. It is
my belief that, from the month of November to this date, sites that haven't
gone through any significant loss in their rankings could very well fall
in the "victims category" if they happen to use any forbidden
techniques described earlier.
Spring clean up time is here already
For almost as long as I can remember, most major search engines have always
frown upon sites that use spam techniques or 'tricks' that are not recommended,
in an attempt to 'get away' and possibly rank higher. If you suspect your
site is part of this category, the time has come to "clean up"
and to start producing good and relevant content. From the beginning,
sites that have always produced great and superior content have always
benefited and these categories of quality sites are usually not affected
in any major update.
Content that is freshly and regularly updated always helps in getting better rankings. On the Web, content is always king. It's not just the quantity, but also the quality of the content that is important. Additionally, Google's Hilltop Algorithm has a tendency to detect sites that are authoritative in their field and will usually rank them higher, along with a higher PR value. Hilltop looks at the topic of the theme and who links to a site, the value of those links and the anchor text surrounding those links, as well as the text in the links themselves.
Remove from your site any meta tags that are irrelevant and replace them with the ones that are truly in relation to the products and services you want to sell or whatever it is you are trying to promote on your site. Also, look at your title tags- are they really indicative of what that page is all about?
Look at the body of your text. Is it carefully written and does it 'flow well' to any 'human visitor' that tries to read it or does it sound like you are repeating the same keywords over and over dozens of times?
Build and write your website the best you can, using only approved techniques
recommended in the terms of use of Google and the others and your site
should never 'fall off a cliff' as some have done in the past two months.
Conclusion
For the SEO community, the next two to three months should be interesting,
both as close observers (which most of us are) and from a ranking standpoint.
It is now highly expected that Google will produce its long-expected IPO.
Some think this is the reason why it is making such major changes to its
search technology. Additionally, more speculation and ?conspiracy theories?
have been rampant in many SEO forums, which, for the most part, are unfounded
in my belief.
Whatever the reasons to these important changes, one thing is clear: Google is working hard to improve the quality of their search results and this can only be achieved by trying new algorithms, tweaking existing technology, changing IP addresses in data centers, etc.
Author Name: Serge Thibodeau
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