Whenever we talk about SEM (Search Engine Marketing) and SEO (Search Engine Optimization) to position a site on Google, the first thoughts of those who deal with these issues turn to the legendarywebsite classification algorithms.
It is these algorithms, and the level of understanding by those that are involved in marketing, that count. As explained in a previous post, anyone who promises 100% results for an SEM campaign is promising their client the moon, with the risk of getting burnt.
Just a change in algorithms will generate a plague of websites and disrupt placements, at least until the new mechanisms begin to be understood.
Well…change is here!
The long wave of change began in 2011, when Google presented the first Panda upgrade, which decimated sites that were promoted using back links of little value. In March 2012 Google then presented a new release of the Panda algorithm that wreaked havoc on the blogging network, another tool that had been created at the time to generate back links.
These networks of blogs, as well as being conceived with the aim of generating back links had, and have, one main shortcoming: dreadful content!
In April of this year, Google released the Penguin update, aimed at discovering the improper back link techniques used within the actual sites, so not just affecting blogs. The effects can already be seen.
So what do you need to do to be pushed to the top by Google and be found by potential clients?
In theory, the answer is very simple and is what should always be done. All the releases of Panda and Penguin that Google has already brought in or will create in the near future are all designed for one single purpose: to reward those sites that have good content and are kept up to date.
It goes without saying that right now, the most precious asset for a company that wants to have its own space online are good quality contents. Something which….is easier said than done!
This can be seen when browsing sites with old content, spelling and grammar mistakes, with types of font and colour combinations that are quite unrealistic, translations in English that you can’t make neither head nor tail of.
Outsourcing the management of websites, especially where content is concerned, will become an ever increasing reality, especially for those small and medium companies that do not have their own staff to manage the site in a strategic manner.