Google Rewards High-Value Sites

[It's] important for high-quality sites to be rewarded, and that’s exactly what this change does. SINGHAL & CUTTS, the Ofificial Google Blog
Each year, Google makes up to 500 changes to its search engine algorithm. One specific refinement, highlighted in Google Boosts Value of Quality Content, places more emphasis on high-quality website and blog content.

This change has generated much online discussion, from SEO techies and non-techies alike. Why?

“Google depends on the high-quality content created by wonderful websites around the world," according to Amit Singhal and Matt Cutts, on the Official Google Blog.

They add, "This update is designed to reduce rankings for low-quality sites ... At the same time, it will provide better rankings for high-quality sites ...”

Low-quality sites copy or duplicate content from other sites, use link farms to compile and display link lists rather than content, and/or distribute poorly written and researched articles with questionable value.

High-quality sites include original content and additional information, such as articles, white papers, substantive press releases, research results, in-depth reports and thoughtful analysis. How-to content is among the most searched content on the web.

SEO experts and consultants are buzzing, because this shift has the potential to rather significantly impact their strategies and clients. Similarly, B2B sites like this one have noted the change because of what it means to business, especially small business. Some of the most practical and useful online content resides on small business websites and blogs, if you can just find it.

My interest is practical: What do I have to understand about SEO and search engine techniques to help my clients and my company succeed in the competitive world of the B2B internet?

Three key things stand out:
  • Roughly 70% of all online searches are conducted through Google
  • Popularity, volume and random links are poor indicators of quality, value and usability
  • Many Google searches produce useless results, which prompt users to abandon the effort or turn to a competitor (Bing, Yahoo, etc.) 
Or, as Singhal and Cutts state, “[W]e’re excited about this new ranking improvement because we believe it’s a big step in the right direction of helping people find ever higher quality in our results.”

The new search algorithm is being launched first in the US. It will be rolled out elsewhere over time.

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