Getting organic traffic to your website (non paid for) depends on how well your website is optimised for search. There are three primary factors at play, how well the search engines can interpret the content of your site (visibility), how relevant your information on the site is to the search engine query (relevance) and the reputation of your website.
Google was the first search engine to use reputation as a measurement of how relevant your website content was. It used to look for the number of links pointing to your site (known as back links). If you had a lot of people referring to your site then it interpreted this as a sign that your website enjoyed a great reputation.
However a massive world wide industry developed, which created millions and millions of low quality back links pointing to clients websites for a fee. This practice obviously boosted the websites reputations unnaturally. This practice was against search engine guidelines (especially Google’s).
Despite the fact that this back linking SEO practice was against Google’s guidelines it nevertheless worked in driving traffic. As a result millions of website owners coughed up and paid. Slowly but surely the quality of Google’s search results started to drop and Google was forced to do something about it.
Google has spent time over the years developing other ways of determining whether or not the website page content was relevant. Once these methods had been tested Google released their Panda and Penguin algorithm changes.
In late 2013 Google changed their algorithm completely and introduced a new one called “Hummingbird”. Hummingbird is the smartest algorithm ever and it is very good at evaluating a page to see what the key elements are. Google now amongst many other things is able to evaluate language like never before. Google is able to recognise meaning in text and this has certainly been a game changer in the industry.
As a result a huge number of websites lost their precious front page listings. Some companies even went bankrupt as a result and the SEO industry caught a big fright. From our perspective we watched incredulously as these SEO companies cried foul and blamed Google for shifting the goal posts when all Google did was implement technology that they had developed to deal with people who contravened their guidelines.
Google continues to tighten up their ability to determine what is a natural back link and what is not. Unbelievably there are still companies that sell back linking services.
Don’t be fooled. This is NOT a great idea. There are many other perfectly legitimate actions you can take to boost your ranking in Google and other search engines results.
Take action today.
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