The words “SEO” and “change” are used in the same sentence quite frequently. Change in the SEO industry is a common discussion amongst those constantly adapting to the impact of Google’s algorithm updates.
Matt Cutts, Google’s head of Web Spam, recently responded to the question, “When will you stop changing things?” The person asking the question was referencing Google’s continuous attempt to improve its search results with algorithm updates.
In the last few years the algorithms Panda (2011) and Penguin (2012 and 2013) have made significant impacts on search results and according to Cutts that’s not going to change anytime soon.
Cutts says, “The web is always changing. The things that we think we need to do for users will always be changing. So and of course spammers and their techniques are always changing. So we’re always looking at different, new ways to try to rank results better, and the result is flux. And there will always be change going on in search results.”
Panda targeted content and Penguin targeted links. Each of these algorithms have been updated and re-released numerous times. What is the result? SEO has become increasingly more difficult. It takes more time to produce unique, high quality content and link building has become so difficult that some people are calling it dead. The truth is that attaining high ranks for a site just takes more time. Ranks that used to take 3 months to achieve now take 6 months or more.
Here at Web Solutions it has taught us that SEO takes patience. It has also taught us how important it is to work under SEO’s best practices and to anticipate Google’s next move to avoid penalty.
Cutts concludes his video by saying, “I would expect that things are going to keep changing for the foreseeable future. SEO in many ways is about change and the ability to adapt and evolve and return better and better resources for users.”