I recently spent some time with a couple of SEO (Search Engine Optimisation) specialists for professional service businesses who began to send me into a state of confusion when they started talking about black & white furry animals. I’m sure I heard the words Panda & Penguin come out of their mouths but I passed it off as my brain going for a quick walk. But before I knew it, there they went again referring to how Panda & Penguin were sending businesses online presence packing out the back door. STOP TRAFFIC! What is going on here!… So thus they explained. Panda & Penguin are actually the names of the algorithm updates that world one search engine (and probably soon to be super power) uses to regulate and determine how a website is ranked when searched for. An algorithm is basically the formulas and methods that go on in the background of Google to calculate the ranking of a websites on the web. Google changes its algorithm about 500 times a year. Most changes are minor, but every couple of months, a major update happens that gets people talking because of the impact it has on ranking results. The two most recent algorithm changes have been called Panda & Penguin. Panda was rolled out in February 2011 which cracked down on sites with stolen or duplicated content and also sites that had high ad to content ratios. Penguin was released in April 2012 which placed tighter guidelines on website optimisation and also made changes to web spam controls.
I could dig deeper on the techy side of this serious topic for you but I wanted to share what I think is most important to what this means for your business. After doing some further research into the topic, word has it that Google are prepping to release their next furry animal algorithm over the coming months which will see the biggest changes to ranking algorithm’s since 2006. The only people who shouldn’t be concerned about this should be the ones who still use a Nokia 3310, dial-up internet or watch their favourite movie on VHS. This is serious business for all website holders. WHY? Because if you haven’t got your SEO (search engine optimisation) strategy right, it could see your currently sexy 1st page ranking slip from the firm grip you supposedly thought you had. The trouble with this is, not many marketing people, let alone business owners in general know whether they have an effective, solid and reliable SEO strategy in place or not. I mean, how many times do you even use the word “algorithm” on a weekly, yearly, lifelong basis?? The fact is, as we shift to a more heavily cloud/internet based vehicle for driving our marketing activity and lead generation, we need to ensure that the strategies, sites and infrastructure we put in place can withstand changes such as our cute black & white Google rank killing friends.
To put this in super super simple terms and actions that you should not spare anytime in taking, do the following asap:
- Ask whoever looks after anything to do with the web in your business if they even know what SEO is?
- Once they have established what it is, ask them or yourself what your strategy is around strengthening your SEO and ensuring it can withstand that next sneaky little Penguin that will no doubt pop its head over the next few months and gooble up your search ranking
- Take action now in seeing a professional SEO strategist, no web developer, not marketer, I repeat… a PROFESSIONAL SEO STRATEGIST and get your strategy sorted and implemented. You can have the sexiest website or blog in the world but it will not do you any good sitting 20 pages back in a google search ranking.
Don’t let GOOGLE sweep your site out the door… get a proper Search Engine Optimisation Strategy sorted TODAY. Share this with your friends and spread the word of the black & white bird.