by Andy Krug

Google has recently modified its website ranking algorithm, due in large part, to criticism from searchers, who are complaining that websites are using existing Google ranking rules within the algorithm to their advantage and thus cutting down on the quality of search results.

Before we delve into specific examples, let me first explain Google’s algorithm and some of the rules Google uses to index and rank quality websites.

When Google began its process of indexing websites in the 1990’s, the rules were very simple. You placed the keywords that you would like Google to index your site on the page code, and Google trusted that what you placed, was a true reflection of your site. Very quickly, this rule was changed, as coders could quickly add keywords that had nothing to do with web content or mission. Website “spamming” became all too real, and poor matching results on Google made the company’s reputation sink very low. Google made changes to the algorithm to compare the keyword list to the repetition of the same terms in the page content. From that moment, the battle between Google and website optimizers began. Google continually tweaks its algorithm not only to keep website optimizers from taking advantage of the rules, but also to improve their search results, which is the heart of their business mission.

Recently Google has made a couple tweaks that help reduce rankings in websites that duplicate other site content into their own, sometimes without permission. “Content farms”, as they are known in the SEO terms, create hundreds of pages of content solely based on achieving high ranking on popular terms. The content often is created with content from others sites, most times without permission, or linking back to the site of origin. An example of a content farm is answers.com. They often provide answers to generated topics, often with answers from other sites, and the pages often use links to “related” sites that are popular sites, which help gain ranking.

Another tweak that Google is considering employing is a change to help reduce rankings in keyword driven domains, whose sole purpose is to drive higher ranking based on popular keywords. An example of this would be cheaptickets.com. In this case, the domain name is a simple search term that many people use in order to locate inexpensive flights or vacations.

So, how do these tweaks affect your site and what can you do to come out with true search results? Simple. Your content is the key. Keep your content on target with the product and services that you sell. That doesn’t mean it should be boring, or lack keyword terms that people use to search for your products and services. Proper creative writing will drive your mission while assisting with proper key term indexing. If you don’t know where to start, LRS has content writers on staff, trained in this process. Keep your content, your content. Don’t use other sites content as your own without proper footnotes and usage permission. Make sure your site has a proper copyright statement outlining the use of your content to prevent illegal use without permission.

As for the keyword domain names, we can work with you to make sure your domain name is not only directed to search engines for proper indexing, but that your domain name (or multiple domains) is best for your products and services.

LRS Web Solutions can work with you to help drive traffic to your products and services. Isn’t that what you created a website to do?

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Andy Krug is our SEO expert here at LRS Web Solutions. He’s so important in fact, that he soon will have an office with a door… everyone’s jealous.

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