Maybe it’s a bit late for valentines day but, as we all know, Google have been so expressive with their love for us by continuously rolling out numbers of algorithms which affects our SEO tactics. According to Moz, Google changes its search algorithm around 500–600 times every year. In year 2011, Google rolled out the Panda update that hit sites hard, affecting up to 12% of search results. It hits Europe very hard in April 2011 as it rolled out over at least a couple of months with Panda 2.0 with an update up to 4.2. Panda crushes traffic to websites that used content to manipulate their search rankings. It is meant to stop sites with poor quality content to appear on top of the SERPs.
The same thing happened in year 2012. Google rolled out the first Penguin update to stop sites from altering search rankings with links. Creating quality content and building legit links are still the most tensile ways to improve search rankings, but neither of these things guarantees to bring the biggest ROI. Search engines ranks a site that are naturally healthy and quite popular.
What makes your website brand’s popular? Creative campaigns and PR.
What makes your website healthy? SEO, of course.
Optimizing a site for search engines like Google doesn’t mean just making your website popular or even more popular and poof! you’re done. That is not the end of your job. It is more like making it work in the way that search engines and people expect it to.
A few algorithm updates back then, SEO’s job was to create content and build links. That’s why Google updated its algorithm with Pigeon, Penguin and Panda. Nowadays, what considered a good SEO campaign uses people who work in PR and social media.
But people who work in SEO don’t just relax, sit back and do nothing. They do what they’ve always done: whatever it takes to make money, where the money is.
We make accumulative gains and pay our way.
Fact: An SEO campaign that needs creatives, copywriters, and PR isn’t cheap.
Fact: Links aren’t harder to come by, but they’re harder to acquire without proper investment.
Technical is cheap.
Sometimes the most popular websites in the world don’t rank because Google says they are not healthy. Cheap fixes most of the time can mean the difference between an expensive campaign winning or failing.
Some businesses think accumulative gains aren’t worth going after and they should know that Google doesn’t like sites that try to rank overnight.
It doesn’t matter how much you spend on television, radio, outdoor etc.
Google doesn’t rank brands, it ranks websites.