Algorithms within IT infrastructures are by nature continuously changing elements. Business processes evolve and change. Technological advances occur. As a result, firms require updates to product algorithms in order to provide consumers with a consistently fresh and intuitive interface experience.
Updates to algorithms utilized by Google’s search engine service are particularly important for search engine optimization and marketing professionals. Best practices and strategy for SEO not only require an astute knowledge of on and off-page optimizations, but also an understanding of search engine algorithm implications.
Google, like many companies in the digital realm, relies on numerous algorithms for its different processes and product offerings. It has algorithms that drive processes for its Google AdWords advertising platform. Google has algorithms for indexing practically every relevant page on the World Wide Web. Moreover, Google has a major algorithm for the compilation and formation of its Search Engine Results Pages (or “SERPs”). The digital giant is well known for constant changes to its search algorithm. It is estimated that Google makes around 500 to 600 minor updates to its major search algorithm each year.
Major updates to its search algorithm occur a few times a year. Recent updates have aptly been named “Panda,” “Penguin,” and “Pirate.” Panda and Penguin updates have had wide implications for SEO professionals. These two algorithmic updates act primarily to prevent poor quality landing pages on its result pages and to discourage manipulative and black hat SEO tactics. Frowned-upon SEO tactics include unnatural solicitation of external links to influence site rank (see here for other ways you could be damaging your site's Google ranking.)
Now contemplate this hypothetical: You own a popular e-commerce website that sells customized T-Shirts. Online sales make up roughly 70% of your annual net revenue. Organic and paid advertising is vital to the success of your e-commerce website. What effect could a lengthy Google SEO sanction have on your site? A several week ban could hypothetically shudder an entire business (especially a business with time-sensitive liabilities).
As with anything, just play fair, folks. Optimizing your site according to proper protocol will not only provide effective results on search engines, but also a great deal of personal gratification and accomplishment.
What aspects of Google's algorithm updates would you like to learn more about? Comment in the section below, email us at firstname.lastname@example.org, or tweet us @Perfect_Search!