Google recently meted out a serious update on its ranking algorithm, dubbed “Jagger” by the SEO community. Several webmasters are left scratching their heads, wondering why their websites are not showing for search terms they previously ranked well for and gained traffic from. So what can you do within the aftermath of “Jagger”, and how will you safeguard yourself from future updates?
1st, a little bit of history. What is a Google algorithm update?
Google, like all search engines, has an algorithm that’s used to work out the order of their search engine results pages (SERPs). This algorithm is created up of over one hundred factors used to see the ranking of a page. The explanation Google desires to repeatedly update this algorithm is to combat unscrupulous search engine optimisers who figure out factors of the algorithm and then try to use them so as to achieve high rankings. This exploitation usually results in poor quality, or “spammy” pages, which are irrelevant to the user and thus not results that Google needs to provide.
Historically, there are a series of code-named algorithm updates that have resulted in giant drops in traffic for sites, such as Florida, Gladys, and Bourbon. These updates have seen seemingly fine websites take a hammering and Jagger has been no different. Therefore what happened?
It’s still too early to establish precisely what has happened, as the update remains in progress and can take a little longer to settle. Webmasters that are feeling the pinch have complained that they’re losing business specifically because of the loss of traffic from Google rankings. Therefore remember this – Google provides your search results for free and they do not owe you something! Relying solely on free Google traffic to keep your business afloat may be a misguided strategy at best.
Assume of the opposite search engines that may give quality traffic. With some effort MSN and Yahoo! will both send targeted guests to your web site, with MSN in specific being easier to optimise for competitive terms and statistically proven to send converting traffic to your site. Ask Jeeves has emerged because the 4th most widespread search engine and is additionally worth keeping an eye on.
Search for websites relevant to yours that you’ll advertise on. Several websites get a lot of of their changing traffic directly from well placed links on different sites, and if your profits from these sales are larger than the cost of advertising then it can undoubtedly be a worthwhile investment. Assume of websites that complement yours instead of people who offer similar services when looking for these opportunities.
Take into account a Pay-Per-Click campaign. Some folks turn their nose up at having to acquire traffic, however consider the ROI of your campaign rather than the initial cost. If you’ll be able to strike the right balance between your value per click and conversion rate then this methodology will flip out to be highly profitable. With PPC, you are not subject to algorithm updates. And think of the manpower prices associated with optimisation for organic results before considering them “free”.
The Jagger update has been ongoing since mid-October and remains being finalised, therefore it’s still too early to speculate about what has been targeted and why. But the teachings of Jagger are as clear as the Florida update back in November 2003. Do not place all of your eggs in the Google basket!
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