There has been a major update
of Google's ranking algorithm, changing
the way the search engine orders search
results. Atul Gupta of discusses the consequences
for webmasters.
By Pandia Guest Writer Atul Gupta
Google does minor algorithm updates almost
on a monthly basis. Once in a while, it
implements a major algorithm update.
If there is one thing search engine marketers
and website owners fear, it is a major algorithm
update, especially by Google. Well, much
as we may like it not to happen, its here.
Google has recently done a major algorithm
update, nick named the "Jagger"
update series. The last major Google algorithm
update, called the Florida update, happened
in November 2003 and created quite a stir
with website rankings. Big changes in rankings
Like the Florida update, the Jagger update
has done the much feared "blender"
act. It has churned the top-ranking websites
and turned them into a list of unrecognizable
pulp. Google has been the favorite amongst
the web community searching for information.
Most feel that the search results have always
been highly relevant. It would therefore
be safe to assume that whatever algorithm
Google has, works just fine. So why does
Google need to re-engineer its perfect-looking
algo so drastically? Has it not heard the
saying "if it works, don't fix it"?
Beating the spammers: From Google's standpoint,
the reason is simple and valid. Well, for
starters, the web is ever-evolving and the
algo always needs to be adjusted in order
to provide the best results. Google has
engineered an algorithm which they believe
will reward good sites and rank them well
for its viewers.
Google, like most other search engines,
keeps this algorithm a closely guarded secret
to prevent it from being exploited.
However, the SEO community is constantly
at work trying to rank their sites well.
Using calculated guesswork, logical thinking,
special tests and extensive trial-and-error
methods, they gradually figure out what
the algorithm likes and dislikes.
Armed with this knowledge, it is not difficult
to work on websites to rank them high in
SERP (Search Engine Result Pages), irrespective
of whether the site deserves to rank at
the top or not. This kind of algorithm abuse
results in 'less than desirable' websites
displacing good sites from the top ranks,
contaminating the Google index.
Consequently, following the Kaizen philosophy,
Google needs to re-engineer its algorithms
to keep what it believes are bad sites out
of its top ranks. Naturally, major algorithm
updates upset the current high-ranking websites
and sends a lot of SEO professionals back
to their work-bench in order to start all
over again.
The timing: What is interesting to note
is the timing of the algorithm update. When
Google updated its algorithm in November
2003, there were large scale allegations
by website owners that Google intentionally
upset the rankings of popular websites just
before the Christmas shopping season to
force them into buying Google AdWords paid
advertising in order to sustain the visitor
traffic.
While Google claims that the algo update
decisions are not influenced by the AdWords
team, it is difficult to understand why
they would once again choose a critical
timing just before Christmas shopping season
to update their algorithm.
The stakes are very high and this is business
after all. Google earned $1.57 billion in
Q3 of 2005. If 2003 pre-Christmas algorithm
update effect is any indication, I estimate
that Google would record revenues of over
$2.05 billion in Q4 of 2005.
Jagger history The Jagger 1 update pre-shocks
actually started with a string of back-link
updates that began in September 2005 and
continued into middle of October 2005.
In mid October, Google updated its PageRank
database for public view. Usually updated
once a quarter, the PR update always creates
a stir.
While most SEO professionals heavily play-down
the importance of PR in ranking, the legacy
of its importance is so deep-rooted in the
minds of most webmasters, that it is difficult
to shake it off as an insignificant ranking
parameter. [PageRank is Google's measure
of the "popularity" of a web page,
based on the number and quality of incoming
links. The Editor.] It is believed that
the second phase of the Jagger update --
Jagger 2 -- is now complete and replicated
to all the data centers of Google. However,
you may still notice some fluctuations in
the rankings as things stabilize for each
update. We are now at the threshold of the
third phase of the Jagger update, which
is expected to initiate sometime in the
second week of November 2005. The changes
From what we have studied so far, Google
has re-engineered several aspects of its
algorithm. Amongst other aspects we will
know as things roll out, we believe it has
altered the impact of the following: 1.
Value of incoming links 2. Value of anchor
text in incoming links 3. Content on page
of incoming links 4. Keyword repetitions
in anchor text 5. Age of the incoming links
6. Nature of sites linking to you 7. Directory
links 8. Speed and volume of incoming links
created 9. Value of reciprocal links 10.
Impact of outbound links / links page on
your website 11. Sandbox effect / age of
your site, domain registration date 12.
Size of your site's content 13. Addition
and frequency of fresh content update 14.
Canonical / sub domains, sub-sub domains
15. Multiple domains on same IP numbers
16. Duplicate content on same site or on
multiple domains 17. Over-optimization,
excessive text markup 18. Irrational use
of CSS We are studying various aspects of
the Jagger algo update and are closely monitoring
the impact of changes in each of the above
mentioned parameters and many more not mentioned
here. We shall be discussing the impact
of each of these aspects in the next parts
of this article, which are likely to be
written once the Jagger 3 update and our
study of it is complete. In the meanwhile,
we'd like to give out a word of caution
- If you have suffered drop in your website
rankings, do not do any drastic changes
on your website until the Jagger 3 update
is fully implemented and stabilized. There
is a delicate balance and inter-dependence
of all these parameters that can bring back
your ranks once the Jagger 3 update is completed.
About the Author
Mehul Vyas is the founder and CEO of http://www.vyasil.com
(and http://www.ranosofttechnologies.com
), an Software development company, internet
marketing, search engine optimization, commerce,
graphic design, web & software development
services company. He has good experience
in the field of graphic design, visual communication,
web development and search engine marketing
services. |
