The Google search algorithm updates did not completely make the efforts of website owners and bloggers futile. They changed ranking factors and so changed the approach that must be taken in order to rank a web page.
The days of dominating top search results through keyword stuffing content, mass submissions, and robotic backlinking using low quality sites are long gone.
Google’s main goal was not to cause the ruin of hardworking webmasters and internet marketers, but to enhance user experience by making search results more accurate. The jury is still out on whether or not their methods were effective in accomplishing this goal.
Page Rank Factors
Google does not disclose the exact settings of their algorithm because they do not want it to be manipulated by those seeking their own gain. However, there are several factors determining page rank which they do talk about. Matt Cutts, the Head of Google’s Webspam team, openly announces on his blog any new factors the search engine uses to determine the rank of a page
Ranking in SERPs
With the Google search algorithm positioning websites in the search engine results pages (SERPs) according to hundreds of factors, how can anyone get a website to rank? The task may seem overwhelming, but it really is not all that difficult. What is difficult is trying to rank for search terms that are highly competitive. It is much easier to rank for keywords that have low competition. The only problem with ranking for low competition keywords is that a website may have to rank for several of them before receiving a healthy amount of visitors.
The Power of Popularity
Besides doing keyword research and targeting search terms strategically, focusing on the popularity of a site can help those in online business stay clear of the havoc caused Google search algorithm updates. However, the benefits of website popularity go beyond rankings that bring traffic and include getting referral traffic.
The popularity of a website can be viewed as the number of backlinks it has as well as how many people are talking about it in social media and on other sites. It is possible for a website to get low rankings on Google and enjoy a high volume of free traffic simply because people are talking about it and sending others to it. Website owners who get a high amount of referral traffic tend to care less about search engine algorithms, even though they have not resorted to paid traffic.