Google’s Shake Up: A View From the Beginning - Part One

Written by Jim Hedger

Continued from page 1
I suspect thatrepparttar folks at Google know they have a major problem on their hands and are working to fix it. We have seen MAJOR spider activity from Google-Bot inrepparttar 127981 past 48-hours and see evidence that another Google-Dance is currently underway. We have seen updates torepparttar 127982 algorithm inrepparttar 127983 past. The most recent happened earlier this summer andrepparttar 127984 one before that was in October 2002. Each time Google augmented its algorithm with a new feature or filter, massive dislocation was temporarily felt acrossrepparttar 127985 commercial web. Both times, however, Google began producing relevant results within a matter of weeks. The new filters added to this update were too comprehensive and penalized sites that Google couldn't have been targeting on purpose. Again, I suggest that Google's engineering staff knows this, and if they don't, their customer relations and PR departments are most certainly telling them. I expect to see parts of this filter retained and applied torepparttar 127986 formula that eventually evolves into their new algorithm but I simply can't see Google keeping this algorithm, continuing to serving up spam, and throwing its hard-earned reputation outrepparttar 127987 window. Regardless ofrepparttar 127988 number of MBAs they have on staff, Google's brain trust is simply too smart for that. Google is not inrepparttar 127989 business of driving websites out of business. Google exists to make money by providingrepparttar 127990 most relevant listings possible, a goal they are clearly not achieving. As Lee Roberts stated above, Google was built on (and, implicitly can be brought down by), word-of-mouth advertising, a fact that cannot be lost onrepparttar 127991 management at Google. Google is not inrepparttar 127992 extortion business and has in fact, built its reputation on being above reproach inrepparttar 127993 separation of paid advertising (AdWords), andrepparttar 127994 general free listings. I have a difficult time acceptingrepparttar 127995 theory that Google is simply trying to increase AdWords revenues, or increase its own perceived value before issuingrepparttar 127996 expected IPO next quarter. In reality, what I think we are seeing is Google trying to reclaim its power when it comes to choosing how it will rank websites. Think about this update as a pendulum. Beforerepparttar 127997 update happened,repparttar 127998 pendulum had swung to one extreme where, with enough hard work, some could make Google do almost anything they wanted it to. Now, withrepparttar 127999 application ofrepparttar 128000 Florida Update, Google has pushedrepparttar 128001 pendulum back torepparttar 128002 other extreme. Eventually, and based on past observation,repparttar 128003 pendulum will find its way back torepparttar 128004 middle. As for those of us adversely affected byrepparttar 128005 Florida Update, StepForth's best advice is to continue making minor changes to your site as normal. We do not advise a full reoptimizaton at this point, a task that would not likely produce strong results beforerepparttar 128006 end ofrepparttar 128007 purchasing season anyway, untilrepparttar 128008 SEO sector has an honest handle on what is happening at Google. As a wise and wonderful person recently told me, "... you can't push a rope."

Jim Hedger is the SEO Manager of StepForth Search Engine Placement Inc. Based in Victoria, BC, Canada, StepForth is the result of the consolidation of BraveArt Website Management, Promotion Experts, and Phoenix Creative Works, and has provided professional search engine placement and management services since 1997. Tel - 250-385-1190 Toll Free - 877-385-5526 Fax - 250-385-1198

Does Your Website Need Search Engine Placement? - Part 1/2

Written by Dave Davies

Continued from page 1

Without getting into anything too technical there are a couple of great resources out there to help you isolaterepparttar keywords that you should aim for.

The Overture Search Term Suggestion Tool Advantages – The Overture Search Term Suggestion Tool is free and produces a large number of results for related searches. Disadvantages – There are two main disadvantages torepparttar 127980 Overture Search Term Suggestion Tool in determining your keywords. The first of these is that it puts everything in terms ofrepparttar 127981 singular, and further, it will correct misspellings (misspellings, when discovered, can be goldmines). If you run a shopping site that sells gifts you will not be able to determine whetherrepparttar 127982 main searched phrase was “gift” or “gifts”. The second major disadvantage torepparttar 127983 Overture Search Term Suggestion Tool is that it doesn’t provide alternative related search phrases that you might not have thought to punch in (“presents” for example).

WordTracker Advantages – WordTracker addresses all ofrepparttar 127984 disadvantages noted aboutrepparttar 127985 Overture Search Term Suggestion Tool. It differentiates between singular and plural and will allow you to search for misspellings. Further, it searches a thesaurus and will make a number of suggestions for other terms you may not have thought of but which may be related to your industry. It will then analyzerepparttar 127986 variety of terms that you have searched and chosen and actually make recommendations on which keywords to target based onrepparttar 127987 number of competing pages andrepparttar 127988 specific search engine you are targeting. It will also give you a predicted number of searches per day for each phrase. Disadvantages – The only real disadvantage to WordTracker is that it has a cost. There is a free trial onrepparttar 127989 site which you can use thoughrepparttar 127990 results it produces are far lower in numbers and it does not give you information on all ofrepparttar 127991 major search engines. Certainly worth checking into even if you only tryrepparttar 127992 demo mode (not a download – this is an online resource).

So you now have a list of possible keyword phrases … now what? The next step is to determine whether you can compete with those currently holdingrepparttar 127993 top positions and, more importantly, whether it will be economical to do so. The first place to look when you are trying to determine this isrepparttar 127994 search engines themselves. Let’s assume for a second that you have determined that there are a good number of searches for your product and thatrepparttar 127995 main keyword phrase you would like to target is “exercise equipment”. The next step is to run a search for “exercise equipment”. Most people are interested primarily in their Google rankings and so you would run that search on Google producingrepparttar 127996 following results:

The site currently holdingrepparttar 127997 #1 position is Take a look atrepparttar 127998 site. There are two major things that you will be looking for first:

Is this a large site with a lot of content related torepparttar 127999 search phrase? In this caserepparttar 128000 answer is “yes”; they have a very large site and all of it is related torepparttar 128001 topicrepparttar 128002 search was for.

How many incoming links do they have? You will now want to find out what sort of link popularity you will be competing with. Links are notrepparttar 128003 end-all-be-all of search engine optimization, if fact it is just one of a large number of deciding factors, howeverrepparttar 128004 links do help to determine your Google PageRank and this PageRank is a final multiplier in determining your position. Becauserepparttar 128005 number of incoming links is easily determined, it is something you should look into. To determinerepparttar 128006 number of links simply enter intorepparttar 128007 Google search bar “”. In this caserepparttar 128008 resulting page would be found at They do not have a large number of incoming links (as of Nov 19, only 11 links) and thus, this is not going to be a significant factor in determining their ranking. This is good news; now conductrepparttar 128009 same research forrepparttar 128010 rest ofrepparttar 128011 top 5 placing web sites so that you have a broad concept ofrepparttar 128012 competition. This additional research is very important since there are occasions where a site will appear inrepparttar 128013 Top 5 for seemingly no reason (especially with Google these days).

Now You Can Make an Informed Decision At this point you should have a pretty good idea whether search engine placement is a viable choice for your website promotions, which keywords you should target, and what competition you will be facing.

Assuming that your website needs to be optimized, you will now be faced withrepparttar 128014 choice of doing it yourself or hiring a search engine placement firm.

If you will be doing your own optimization I would highly recommend reading an article byrepparttar 128015 CEO of StepForth Search Engine Placement entitled “A 10 Minute Search Engine Optimization”. It can be found onrepparttar 128016 StepForth website at en-minute-optimization.shtml.

If you will be hiring on a search engine placement firm I would recommend first submitting your site for a free website review off of our homepage at There is no obligation and it will give you a very good idea of what areas need to be addressed.

Dave Davies is the Marketing Manager for stepForth Search Engine Placement

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