Though other search engines do exist, Google Sites still led the explicit core search market in May with 66.7 percent of search queries conducted according to comScore, a global leader in measuring the digital world in their May 2012 U.S. Search Engine Rankings report. Google has consistently dominated the list which is why most businesses optimize their website for Google rankings. This is referred to as Search Engine Optimization or SEO. Search engines use secret proprietary ranking algorithms to decide where your website should rank relevant to each search. Recently, Google made some pretty dramatic changes that will ensure users get more relevant search results. Many of the changes were also put in place to remove spammers who are currently gaming the system.
The best way to benefit from these many changes is to put a plan in place to consistently update your website. Now Google results will display the most recent content first. The change was designed for news results, but is not limited to news items only.
Your updates should be high quality, wide-ranging and comprehensive. Start to err on the side of providing too much detail. Make your site the go-to site for local information in your industry. This will generate more readers and possibly links to your site which will build your site's organic (not paid) traffic.
Your plan should also include reviewing your current content and freshening it up where you can. Be sure to update the headlines and titles where appropriate. During your review, remove any duplicate content which can lower your rankings. Consider adding new information about your product or service. Consistently utilizing a blog on your website may be a good way to do this.
When addressing some of the changes, Matt Cutts, Distinguished Engineer at Google blogged, "We’ve always targeted webspam in our rankings, and this algorithm represents another improvement in our efforts to reduce webspam and promote high quality content. While we can't divulge specific signals because we don't want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience..." Read more...
Creating good content for your website visitors will free you from trying to figure out Google's algorithm and what they may do next. At the end of the day, fresh, high quality content will put you in a better position to rank well in your targeted keyword searches.
If you would like more information on the SEO changes from Google and assistance in updating the content on your website, please contact us atwww.BuddinghAssociates.com.
Jeanne M. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.