Improving the visibility of the site in a completely ethical way i.e., By getting organic traffic and increasing page rank is the main aim of any website owner once the website is completely developed. All this has kept in view the search engine. Search Engine Optimization (SEO) is the process which takes care of all these things. SEO is not just merely taking care of page rank and organic traffic. Instead SEO is something which devises internet marketing strategies for the client's website. Optimizing the content of the site include editing the content and HTML coding. This would be done targeting the relevancy of specific keywords and removing barriers to crawling and indexing.
When it comes to search engines, Google is the prime search engine that comes to everyone's mind. And Google is the company which has the rights of PageRank. Based on the algorithms of PageRank and ranking of websites, Google designates new rankings for all the websites on the internet.
Google carries out indexing and crawling of all websites by googlebots and through this indexing the quality of the website is decided. Now there has been many SEO firms coming up in the last few years. With an increase in SEO firms, new techniques are also coming up from these firms. Many a times these techniques are negatively devised for affecting the client's competitor's website. These techniques came to be known as Black-hat SEO techniques. And these techniques violated the Google's Webmaster guidelines.
To overcome this Google keeps on updating its algorithm. It sometimes comes up with major changes in the algorithms. Google Panda was first such major change. It was released first in February 2011 and it had major changes in google's search results ranking algorithm. This update mainly aimed towards lowering the rank of "low-quality sites" and return higher-quality sites near the top of the search results.
After Google Panda, on April 24, 2012 Google came up with another major update and named it Google Penguin. This changed a lot of things in SEO field and created a ruckus for quite some time. According to statistics this updated affected approximately 3.1% of English search queries.
What Were Its Effects?
Google Panda aimed at downranking the websites that provided bad user experience but Google Penguin mainly targeted spamdexing. Thus SEO industry is affected by this update because after this update it was clear that following the webmaster guidelines was the only way of getting expected results.
Hence SEO executives now have to take care of following things more than anything:
In simple words, Cloaking means showing Google something different than you're showing users. In the 'Basic Principles' section of webmaster guidelines, Google mentioned “Make pages primarily for users, not for search engines."
It simply includes, avoiding questionable on one's website. For this Google stated, “In particular, avoid links to web spammers or 'bad neighborhoods' on the web, as your own ranking may be affected adversely by those links."
One of the main black-hat SEO technique is including hidden text or links in the web page. This should be avoided if one doesn't want to be affected by Google's updated algorithm. Avoid hidden text or hidden links. This means, don't use white text on a white background. It means don't include text behind images. Don't use CSS to hide text. Don't set the font size to 0.
Every SEO knows that this is an unethical practice which should be avoided if one wants good rankings in search engine rankings especially Google.
Obviously all this is not a task that can be handled by a person who is developing the website. It is always advisable to a hire SEO consultant. Because SEO executives can take care of the website in a way it is necessary. They are aware of the updates like these and so keeping in mind all the things they can properly optimize the website for the client.
Want to servive over Google Penguin then have a look on 3 Affectable Tips On Surviving Google Penguin Updates
Kristina is a team leader in a leading SEO company. She suggests that every business organization for digital marketing and SEO should hire SEO consultant for better results in SERPS rather trying by their own.