In 2012, Google updated its page-rank algorithm more than 500 times. Can’t keep up with all the changes? Good news: you don’t need to worry about every Penguin or Panda update. In fact, thanks to major changes in Google’s search engine and page rank algorithm, your energy is far better spent creating quality online content than focusing on the latest Google update.
Google uses a complex algorithm to determine how a web page ranks in it search engine results. Search engine optimization (SEO) is the process of optimizing a website to rank higher in Google’s search results, consequently increasing the number of visitors that the site receives. For years, SEO “experts” used smoke and mirror tricks to land at the top of Google’s search engine results. From achieving an optimal keyword density to paying for backlinks, these tricks manipulated Google’s page rank algorithm– and consumers were the losers. A page stuffed with keywords might rank highly in search engine results, but be of little actual use to real people. Starting with the 2011 Panda algorithm update, Google began penalizing websites that used these tricks to rank higher in search engine results.
Today, Google continues to bring the focus back to quality, relevant content with an increased emphasis on interactivity and sociability. Does this mean that Google has effectively rendered SEO irrelevant? Not at all! Google’s goal is to provide users with the most relevant and useful information. You can still affect your website’s page rank through optimization; however, the most effective way to do this is by creating quality online content for users, rather than search engines.
At the same, it’s important to remember that your website’s search engine page rank is not the end-all be-all determinant for online success. Since Google’s algorithm frequently changes, your website may rank #5 one day, rank #12 the next, and be back to #5 a week later. Obsessing over page rank and SEO wastes valuable time that would be better spent on other online marketing tactics.
The best approach to search engine marketing is to not put all your eggs in one basket. SEO is one component to effective online marketing – not a magical formula for online success. An effective web marketing strategy must build your business’s brand. Depending on your product or service, your online strategy should also include social media, pay-per-click advertising, local search engine optimization and a regularly updated blog. A diversified approach to search engine marketing will deliver consistent online success, no matter how many Google algorithm updates occur.
