Google Proof Your Business From Updates
With the relative chaos that surrounded Google’s last major search engine
algorithm update (Big Daddy) now on the ebb, there is now time to reflect
–but not a lot of time. Google will continue to update its search engine
algorithms, and sometimes in essential, infrastructural ways, as they
seek to improve the quality of searches. Indeed, in all the fuss over Big
Daddy the fact that the Jagger update (which temporarily gave msn.com a
page rank of 2) preceded it by only two months. While this development
is, of course, good in the sense that all who use the machine will have a
better machine with which to search, it is a turbulent environment that
can materially impact our online businesses –your business.
Operations that depend on Page Rank and that have spent the time and
resources to cultivate a high one need some assurance that their work
won’t be wiped out in a blink. What it requires are a few tactics to
improve your chances for surviving Google updates. Here are a couple of
tips farmed from several blogs and bulletin boards throughout the web.
Essentially what the discussion boils down to is a concern over function.
“Google wants to present high quality web sites that are interesting to
web surfers in its search results”, says free-seo-news.com. I think
everybody can agree that this is true. However, what does it mean? What
qualities does Google command its crawlers to analyze for when listing
and ranking websites? Furthermore, are there things to be done outside of
what we generally think of as SEO activity to improve our chances? Some
suggestions for answers to these questions are as follows:
First, I can’t tell you exactly what it means, but there are definite
qualities Google’s crawlers are programmed to analyze when listing or
ranking a page, and while their optimization is never a guarantee in the
face of beasts like Big Daddy, it certainly improves your chances.
Time and consistency are of the essence. Make sure the website gets
regular updates. Keep things fresh. Let the Google-bots know there is
stuff going on. As for time, well that kind of runs on its own. Keyword
optimization is also growing necessity. The trick is to be strategic. As
John Hill, an SEO Professional says in his article for seo-news.com, ‘If
you have a ten page website in a highly competitive market then ranking
for the major keywords will be close to impossible.’ He suggests using
tools to see which keywords relevant to your organization are already
heavily contested, and to find alternate keywords to claim.
There are other ‘white-hat’ SEO trade tricks, and they are well
summarized in a number of places. If you are not familiar with them
definitely become acquainted with the basics. Even if you hire someone to
do it for you, know the essence of SEO, Google, and their functions.
However, as stated above these tricks and techniques are not always a
match for the algorithm updates. While staying on top of your website’s
SEO is crucial, it is also a good idea to cultivate a customer base in a
sphere outside of the Google search –that timeless discussion over eggs
and baskets. Do not neglect a mailing list. Do not depend entirely on the
search engines for customers. If people like what your website has to
offer they may or may not bookmark it, email the link to friends or even
link to it from their website. In other words, even with Google’s awesome
capabilities, word-of-mouth is still the best of all marketing tools.
Stay in the radar. Grow a mailing list and send out newsletters to those
who have subscribed; not just any newsletter, a newsletter people can
use. Think about it. How do you feel about subscribing and receiving
fluff when what you want is information?
If you’ve done your job providing good content and staying ‘present’ to a
growing number people, your website should be able to better weather the
slowed search engine traffic from a Google algorithm storm. Based on
bulletin board discussions surrounding Big Daddy it appears some websites
spent as long as five or six weeks either listed ‘supplemental’ or with
radically diminished Page Rank. While that was an extreme situation,
you’re aim should be to try and cultivate a customer or readership base
large enough to compensate for such ‘lost’ time so as to make those
accidental Google pains less painful.