1-844-47-Click (1-844-472-5425)
Google is changing it’s search algorithms again, and this time, it’s webmasters who may be forced to pay the price. This is not the first time Google has changed it’s algorithm, but the new update, referred to internally as “Penguin 2.0”, is one of the most drastic and sweeping changes yet. While Google claims that the changes are intended to give users more diverse and accurate search results, some are claiming another purpose. It appears that the new algorithms may have the intentional or unintentional effect of putting traditional SEO efforts on the back burner, forcing many companies to consider a PPC campaign in order to get the hits that they need and are now going to be denied. Both the reasons for this and the motivations behind it are fairly straightforward.
Google’s algorithms that rank where a website will appear in its search rankings are complex and involved, but they can be easily summed up. Basically, a website ranks better based on a few key factors. These include the number of hits the website gets, the number of links other reputable and well ranking websites have to the site in question, and the amount of organic content the site has that relates to the search in question. Because larger, more established sites and businesses will naturally have more of these, what follows is a scenario where the rich get richer and the poor get poorer. In the past, there used to be a number of slick SEO tricks that a webmaster could employ to boost the rankings of a site. These tricks allowed the Google algorithm to be spoofed. These tricks have always been frowned upon by Google, but they could be applied with a lot of care and a little luck. However, with the new Penguin updates, Google has more aggressively gone after these tricks and is now much more able to identify and thus neutralize them. It is becoming harder and harder for small and mid-sized businesses in fields with many competitors, particularly large ones, to compete in the current paradigm of the Google algorithm architecture. No relief is in sight for these smaller sites, either, since Google has absolutely no motivation to change that and every motivation to keep restricting access to the top rankings.
The reason is simple: money. Sites do not pay Google to be listed in Google rankings, and running the search engine and generating those results cost Google an enormous amount of money. Google only makes money when sites pay to advertise, mostly through PPC, or Pay-Per-Click, wherein advertisers pay Google for each visitor, or click, Google sends to their site. Since this is Google’s chief way of making money, why on Earth would they want to make top rankings easier to achieve? If small businesses can’t get those free rankings, they are forced to engage in advertising in order to drive traffic to their site, and Google gets paid. This is the crux of Google’s business strategy, and in Penguin 2.0 and other websites, Google can continue this process while hiding behind the excuse of “improving user results.”
In this situation, spending money on traditional SEO is becoming less and less cost-effective. While “white hat” techniques like blogging to create organic and useful content and legitimate link building should not be neglected, business may be well served to consider diverting some of their SEO budgets into PPC campaigns instead. But remember, not all PPC is created equal, and businesses and individuals without good PPC experience can find themselves wasting money by paying for clicks they don’t really want or need. For this reason, hiring a firm like The Click Experts to manage a PPC campaign can be a wise choice. See this past blog post for the reasons why.
At The Click Experts, our goal is to make your business successful in the online arena in a cost-effective manner, and we are always keeping an eye on developments in the online world to make sure we are up-to-date and can perform our functions well. Contact us today for a free quote to see what we can do for your business.
This short video explains the Penguin 2.0 in more detail:
We all knew this day would eventually come…
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