What the Google Patent Filing Means to YOU - Why is Google making these changes?
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If you're seeing a pattern here, it's because there is one. It looks like Google has become painfully aware that some of their results have begun to be skewed by people with deep pockets simply going out and buying thousands and thousands of links. There are numerous searches you can perform and come up with links on the first page of the results that have nothing to do with what you were looking for.
Google is obviously taking aim at this. When the engine started, it prided itself on dishing out results to highly relevant and content heavy sites for a given search term. Over time, as people figured out that Google was relying heavily on calculating the number of inbound links, people simply went out and bought them.
Now Google is not only going to be looking at those links, but checking to make sure those links are being used. Google is going to be looking to make sure that your site regularly adds new content, and also checking (probably using length of stay data tracked through the toolbar) that people are actually staying to read the content.
Not only is Google going to be checking to make sure the people are linking to you, and that those people are going to the link and staying -- but, in an effort probably to encourage good citizenship, they are going to want to see that you are linking off to other sites yourself and that those links are being used, too!
Personally, I find the changes going on a little scary. After all, the changes do rock a boat in which I was beginning to get very comfortable.
But seriously, I'm also excited by the changes as well. Sites that are hoping to simply sell some stuff without any "giving back" are going to find themselves plummeting in the rankings. However, website owners truly looking to give their visitors information that the visitor both wants and needs are going to be huge winners.
It is going to force people to become much more "customer" centric, and that's always a good thing.
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