Business development

Top 3 Google Updates & How They Affect Your Campaign

To update the operating system of your phone doesn’t seem harmless at all. Your excited about how good your device gets once the update gets installed. New features that make you fall in love with your phone again are hard to resist. But is it true in case of Google?

Afraid not. Google updates can turn out to be a living hell for many website owners. A day before the updates, their all on their toes waiting and guessing how badly could their website’s rankingbe affected.It is the date when Google unleashes its updates and companies across the globe are sitting next to their computers, their eyes fixed on screen, and waiting to see the actual impact.

Some get pushed down unfortunately into the 500+ rankings, while some survive the heat. Three updates that tend to impact your SEO campaign are as follows:

Google Panda

Image Courtesy: searchengineland.com

Sounds cute and harmless. But this ranking algorithm leaves a severe impact on any SEO campaign that does not abide by its rules. This search filter was initiallyintroduced to lower the rankings of websites that consisted of duplicate content. Many website owners complained about how their site rankings had demoted in comparison to those who took content from their website. Determining the issue, Google rolled its first update in February 2011.

This algorithm took away the rankings from such websites. Many thought of it as step against the content farmers. But it’s actual intention was to lower down the spam or duplicate content issues that could later affect the search results for people.

Many even compare Panda with Penalty, but Google likes to think otherwise. It is an algorithm that measures a websites quality through its content. While ranking websites, it doesn’t consider just a service page that is related to a search query but considers an entire website. So, basically it demotes a website that consists of low quality content issues.

Google Penguin

Image Courtesy: seoupdates.info

Penguin is yet another deadly update that was first launched on April 24th, 2012. Websites that violated the guidelines setup by Google’s Webmasters saw massive hit in their site rankings. In lay man’s terms, sites that tried to increase their rankings by controlling links that pointed to their websites. This unethical use is now commonly known as black-hat SEO.

Before it’s arrival, many websites used black-hat SEO techniques to rank their websites higher in Google’s search engine. But once it got applied, some websites lost their rankings and while some were forced to shut down.

Earlier the updated came quite frequently in a year. But in September 2016, Google made it search engine even more competitive place for websites to rank when it made Penguin a core part of its algorithm. Since then, it became a real-time update. It meant that a website would be under constant scrutiny in real-time and their rankings will be affected as per their link building process. 

Google Hummingbird

Image Courtesy: blog.valetinteractive.com

Unlike Panda and Penguin, this one update truly stands up to its image. Hummingbird was rolled out in August 2013 with an intent to understand the queries searched by people. It wouldn’t just give emphasis on individual word but on how those words would make the entirety of the search query.

This became exceptionally true in case of long tail queries. This gave a chance to website owners to modify their content and be more apt while answering those questions. In short, Google gave way to websites that offered high quality content and matched the demands of searchers.

To summarize it, Hummingbird, Penguin, & Panda have changed the know-how of search engine optimization. Sites with better back links, natural yet conversational content receive top rankings in search engines.If lately your website has seen a drop in it’s ranking, then try determining which one of these might be behind its fall.