Friday, March 4, 2011

Google content algorithm change & it’s Effect on SEO

Approximately one month ago the IT world was abuzz over Google’s latest algorithm change. There was and continues to be speculation as to how Google’s change which was designed to lift up valid content and lower farmed content in the Google rankings. Now we are seeing reports that the actual change did not take place until February 24th. This statement actually coincides with much of our tracking. In fact several sites have seen significant sales increases since the 24th.
And while sales have gone up overall, pageviews have not. And rankings for most terms remain unchanged. So why is this?

What most people do not realize is that when Google makes a change it does not necessarily mean that SERPs will rise or fall dramatically. Most of the results from these changes manifest themselves as an exchange of one position for another.
And very often, as with the case of the content farming algorithm change, that change can be to our benefit.
Consider that a site offering baby clothes might have unique visitors of around 250 a day and that these are derived from 10 keywords’ searches. If 50% of the impressions delivered are to men and 50% to women, the potential for sales is limited by that proportion. But if suddenly Google makes a change and 90% of all impressions are shown to expectant mothers, sales will go through the roof.
Enter The Long Tail Keyterms
Quality content can establish the criteria for long tail searches. Long tail searches are most affected by this type of algorithm change. You might be watching search results for all your major keywords and seeing no change while all of your long tail keyword delivered impressions could have been completely redefined. For most sites fifty percent of all site traffic comes from searches that were never optimised for. They are simply found and delivered through quality relevant content.


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