Google Keeping Everyone On Their Toes

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Google has been extremely volatile in January of 2007, especially depending on which terms you monitor. Whenever this happens, tons of theories abound. The idea of “filters” and “penalties” always come to mind, but they shouldn’t necessarily. If you aren’t using any tricks to build your website, you have to deal with the flux, and just get used to it. Google free traffic is a great thing for a website, but it’s not something anyone can expect to count on forever.

Google never stops innovating

For this reason alone you can’t stop innovating either. Don’t ever think that Google will be happy to stay complacent. They’re always tweaking, and making sure that they don’t get beat by someone else. For this reason, you can expect that Google will constantly make changes to their ranking algos.

How to avoid being collateral damage when Google updates

Generally when Google makes changes, it seems they aim it improving problem areas they see in their index. Recently, they’ve been more forcefully going after “made for Adsense” websites in what appear to be an effort to clean up their advertising program.

The best way to stay out of harm’s way is to stick to the basics. One thing Google has never changed is their mantra that “you should build your website for users” and not give a ton of thought to what Google is doing, beyond the basics. It’s not always the easiest advice to follow, but it’s hard to argue with the idea of doing more “organic SEO” these days as subtle shifts keep happening in how pages are ranked.

Personally, I think current winning SEO is a combination of the old ways, current methods, and as yet undiscovered techniques

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