Google Moves to Continual Indexing - What To Do About the Change
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SEO consultants and marketing firms will need to move their clients to updating their websites more frequently and with relevant content, or they will need to implement this strategy into their services offerings. Additional strategies will need to be implemented in moving clients onto the front page of the major search engines.
Another area where freshness and relevancy are coming into play is in the reciprocal links that so many mistakenly think are the basis for good search engine results listings. Judging from what Google did during the Internet Back Link Update last month, any links that are developed will need to be fresh and relevant as well. The thinking behind this is based on Google's current strategy of presenting fresh, relevant content. Links that are several months old will no longer have as much relevancy or weight as links developed recently. Google treats links like votes. Each link is a vote for the page to which it links. Using rational thinking, votes from the past do not count in the present. The votes that George Bush received in 2000 do not count, and are irrelevant to, the Presidential election in 2004. Therefore links that are old and outdated will most likely have little value after a month or two.
The future of search engines and how your website will rank in the search engine results pages will be determined by popularity as well as the steps involved in search engine optimization. This goes hand in hand with our current lifestyle and its extreme breakneck speed. What is popular today will undoubtedly be out of fashion soon. If your website content or links are stale, you will not rank as well in the search engines as a site that stays current by presenting new or changed content frequently.
Due to the changes at hand in the search engines, (MSN states it will crawl daily and weekly) the work that search engine optimization specialists perform now will need to change dramatically. No longer will keyword density and weighting inside the content matter as much as how new the content is presented, and how relevant it is to your overall website theme.
I recently read in a forum a particularly harsh dissertation on how Google destroyed businesses by dropping websites during its notable indexing updates, such as the Florida update, where a great many websites that had previously employed black hat SEO tactics as well as overt spamming and other manipulations of the search results to gain the front pages results listings on Google, were dropped from Google's database or sent so far down the listings that they would not be back anytime soon. I had to think for a minute before responding. Would people build a business based on the assumption that their website would live eternally on Google's front page? It then occurred to me that my business is built on getting websites to the front page of Google. And in that thought I went on to answer the post, "If anyone builds a business solely dependent on front page results listings from Google, they don't deserve to be in business." It is never a good idea to place all your eggs in one basket.
No matter which business you are in, whether you’re the webmaster who runs another's website, a website owner who handles day to day operations, a search engine optimization specialist, or an advertising agency, your business will need to redevelop itself to one that stays fresh in technique, presentation and the overall strategies employed.
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