By: Tim Haas
Owner/Web Developer
Haas Consulting
Web Development Services

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Google Updates

Something has just happened to Google. It is something that I, as a web developer, am aware of and very familiar with. However, it is something that you may have never heard of or even thought about until now. They have just completed another Google update.

Google, along with the other search engines, will update their algorithms from time to time. Right about now you are probably thinking, "Ok. What is an algorithm?" Good Question!; it is a formula that they use to calculate various factors relating to your website. The end result determines how well your website is ranked in the search engine results. To put it very simply it is how they determine what value your website has to the rest of the world.

The latest update from Google is called "Jagger". To be honest I am not sure who picks the names; but like hurricanes each Google update is given a name.
It is kind of appropriate that they do that since Google updates usually create quite a stir in cyberspace when they happen. They are viewed a bit like storms; the end result of an update can often be unpredictable to a website, rankings may improve or crumble.

They aren't trying to be mean or cause problems, at least for most of the webmasters out there. The idea behind changing algorithms is to keep everybody honest. Google, along with all the other search engines out there, want their search results to reflect the websites that are both relevant and valuable to their users. Developers use many techniques to show the search engines just how valuable their websites are. Most of these techniques are quite honest and acceptable; but occasionally you will find some that are not.

A "Black Hat" practice is a web development scheme that is viewed as cheating. It is something that is used by some developers to attempt to manipulate the search engines and generate favorable rankings; whether or not they deserve them. An example to demonstrate this point is inbound linking. Search engines view inbound links (links to your site from other peoples websites) as an indication that the content of your website is valuable. Asking for inbound links is a good practice; however buying inbound links is generally considered "Black Hat".

I have plenty of inbound links to my own website, and some of them are even purchased, but they are not "Black Hat". I purchase an online ad with the Hutchinson Leader, and from that ad is a link to my website; it is plain old advertising with a newspaper. So what would be considered "Black Hat"?

Lets say I am a large firm with millions of dollars to spend on web development. I go out and purchase links on any website that is willing to link to mine. I now have hundreds of thousands of links into my website, but these links don't really have any value. They are there because I paid for them and not because the referring webmaster thinks my my products or services are the best thing they have ever seen. This practice is considered "Black Hat" because a company with enough money can virtually purchase it's ranking in a search engine by buying links.

Now enters our hero "Jagger". There are groups of webmasters out there that have test websites that are monitored closely to determine how Google updates may be affecting  websites in general. It is believed by  many that one of the things "Jagger" is addressing  is the issue of inbound link relevance. Websites with large numbers of irrelevant inbound links are finding that their placement is slipping while websites with relevant links are climbing. It appears that the playing field, in this area, is being leveled out.

What does this mean to my inbound link from the Hutchinson Leader? I would imagine that it doesn't receive the highest score since it is paid advertising, but it still has value being from a legitimate newspaper. On the other hand, the inbound links from my client's websites do have more value since they are not purchased and they indicate a vote of confidence in my services. As for the links purchased by that multi-million dollar web development budget? Most of them probably have no value what-so-ever. After all why would a link from an auto parts store show any value to a website for an online cosmetic firm? Get the idea?

Google updates usually address many different things, they don't typically target just one area. There are other things that "Jagger" appears to be working on other than inbound links, this is just my example to demonstrate to you what it is all about. I also want to mention that the other search engines do updates as well, this article highlights Google since "Jagger" is a recent update and Google does overwhelmingly control the search engine industry at the moment.

So what is the best practice for developing high rankings with your website? Keep it honest, give it time, and employ a webmaster that keeps up to date with what the search engines are doing. Stay away from "Black Hat" tactics, you may find yourself on a roller coaster ride if you don't.

Merry Cristmas & Happy New Year to all of you.