Google updates and how to survive
them.
Fast-forward 15 years and ranking in Google has become extremely competitive and considerably more complex. Simply put, everybody wants to be in Google. Google is fighting to keep its search engine relevant and must constantly evolve to continue delivering relevant results to users. This hasn't been without its challenges. Just like keyword stuffing, webmasters eventually clued onto another way of gaming the system by having the most anchor text pointing to the page. If you are not familiar with this term, anchor text is the text contained in external links pointing to a page. This created another loophole exploited by spammers. In many cases, well-meaning marketers and business owners used this tactic to achieve high rankings in the search results. Along came a new Google update in 2012, this time called Penguin. Google's Penguin update punished sites with suspicious amounts of links with the same anchor text pointing to a page, by completely delisting sites from the search results. Many businesses that relied on search engine traffic lost all of their sales literally overnight, just because Google believed sites with hundreds of links containing just one phrase didn't acquire those links naturally. Google believed this was a solid indicator the site owner could be gaming the system. If you find these changes alarming, don't. How to recover from these changes, or to prevent being penalized by new updates, is covered in later chapters. In the short history of Google's major updates, we can discover two powerful lessons for achieving top rankings in Google. 1. If you want to stay at the top of Google, never rely on one tactic. 2. Always ensure your search engine strategies rely on SEO best practices.
Fast-forward 15 years and ranking in Google has become extremely competitive and considerably more complex. Simply put, everybody wants to be in Google. Google is fighting to keep its search engine relevant and must constantly evolve to continue delivering relevant results to users. This hasn't been without its challenges. Just like keyword stuffing, webmasters eventually clued onto another way of gaming the system by having the most anchor text pointing to the page. If you are not familiar with this term, anchor text is the text contained in external links pointing to a page. This created another loophole exploited by spammers. In many cases, well-meaning marketers and business owners used this tactic to achieve high rankings in the search results. Along came a new Google update in 2012, this time called Penguin. Google's Penguin update punished sites with suspicious amounts of links with the same anchor text pointing to a page, by completely delisting sites from the search results. Many businesses that relied on search engine traffic lost all of their sales literally overnight, just because Google believed sites with hundreds of links containing just one phrase didn't acquire those links naturally. Google believed this was a solid indicator the site owner could be gaming the system. If you find these changes alarming, don't. How to recover from these changes, or to prevent being penalized by new updates, is covered in later chapters. In the short history of Google's major updates, we can discover two powerful lessons for achieving top rankings in Google. 1. If you want to stay at the top of Google, never rely on one tactic. 2. Always ensure your search engine strategies rely on SEO best practices.
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