Today few businesses would tackle the internet without investing in a comprehensive SEO strategy. Over the last 12 months SEO practitioners have had to deal with some pretty fundamental changes. Those that have adapted well have seen promising results, while those unable to make adjustments to the way they practice SEO have had their sites penalised.
The biggest change to SEO has been as a result of the Panda update; the name given to the algorithm that Google uses to process search enquiries. The Panda update was first rolled out in February 2011 in America initially and then throughout the rest of the world. The aim of Panda was to lower the rankings of low-quality sites, replacing them with sites that had high-quality, original content.
The update caused quite a sensation amongst the SEO community as more than a tenth of all websites changed positions in search results. There was an outcry as some websites seemed to be negatively affected despite offering what should be considered as high-quality original content. Social networking sites were one of the winners of the change, which has had a knock on affect on the way SEO is practiced.
SEO used to largely rely on content farms that focused on quantity at the expense of quality. Links from content farms were used to bolster rankings, but the Panda update means the tables have turned, and being linked from these sites is actually now bad for rankings. Since social networking sites are now more influential when it comes to page rankings, many SEO practitioners are turning to engage with real humans. It is considered that social media is an area that hasn’t yet been utilised to its full potential.
Plenty of people in the SEO industry have had to adjust to some fundamental changes over the last few years, and the last year especially has been turbulent. It looks probable that there will be plenty of changes in the year to come as well, with the full effects of Panda becoming more obvious and tweaks to be made. Having a competent SEO practitioner that can quickly adapt to the way Google ranks is more important than ever to make sure your web presence remains strong.
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