As recently as a few months back SEO experts as also online entrepreneurs were caught totally unawares when Google, the most popular global search engine, announced that it would now provide ranking on the basis of its new updates, Panda and Penguin. The reason why release of these updates created more than a flutter amongst the online community is due to the fact that they caused many websites to lose out on traffic.
For an online website, a major chunk of its earning comes from the traffic that it receives, meaning a drop in visitors is sure to have an adverse impact on income. So how do the owners react when this happens? From their perspective, restoring the flow of traffic to its previous concentration is the first priority and one way of accomplishing this entails buying ads from an authenticated agency like Adwords.
When countless website owners make simultaneous purchases the world over, there is bound to be a significant increase in the revenue flow of the company namely Google. It is this reasoning that has irked many Internet gurus who strongly feel that these updates are nothing more than gimmicks to promote revenue growth. According to them, Google deliberately alters the algorithms from time to time so that websites lose their rankings and resort to bulk purchasing of ads.
How much ever strong and logical this conspiracy theory might seem, it was strongly refuted by the search engineâ€™s management team. Matt Cutts, their expert and spokesperson, explains that these are meant as quality control measures created and implemented with intention of improving the surfing experience for enthusiasts. To prove his point he put forth statistics that showed a drop in revenue of the search engine after the release of Panda update.
As per Matt Cutts, Google still went ahead with implementation of updates and decided to accept the outcome with pinch of salt because it meant cutting down in link building that website owners were insistent on. While link building does have its own importance, it should not be the sole criterion and should be held secondary to social media and quality content. Incorporation of these factors would ensure that much of the content reaches the target audience as intended rather than languishing in the vast ocean of the Internet.
This has been further elaborated on the basis of Penguin update wherein Matt Cutts has gone on to explain the difference between simple data refreshment and a complete algorithmic overhaul. While the former is meant to track only new addition to the already existing data, the latter refers to a complete transformation on the basis of a new program applied to adjudge on the data. Thus, the former does not herald much change but the latter is bound to cause a drop in rankings and complete revision thereafter.
The most important factor here is content â€“ as long as the website scores well on this front, there is no need to fear from panda, Penguin or any other form of update. Therefore, instead of finding fault with the search engine and devising a conspiracy theory where none exists, concentrating on the content is the best course of action.Â