I mentioned in a previous blog post that the world of search is in for a stormy summer with algorithm changes that initially hit in mid-May.
One of the biggest changes we’ve seen in the search results is a greater diversity of web sites represented on Google, particularly on the first page of results. It’s a lot less likely that any site will be able to dominate the results page for a particular keyword with multiple listings from the same domain.
Back in the day, Google had no limitations on how often your site could show up on the first page or subsequent pages. When users got tired of seeing the same results, Google changed the algorithm. Then companies discovered that if they used sub-domains they could game the algorithm and still obtain multiple results. Again, Google adjusted.
The latest storm hit with Penguin 2.0, when Google took further action against domain clustering. Not only is it less likely to get multiple positions on Page 1, the same now holds true for Pages 2, 3, 4 and so on. Google now says that the only time multiple results will happen for a single keyword research is when a site is really, really good match.
Google wants diversification, so that’s what you are going to get. The result is that many very well optimized sites will see search engine reports that show a significant drop in the number of Top 30 listings. There’s no way around it, and if you try to dupe Google, they will adjust.
The best way to prepare for future algorithm storms always comes back to one thing, CONTENT. It’s simple, continue to develop high quality content and you will be rewarded. Diversifying pages and keywords throughout your site will increase the number of keywords for which you can rank. Greater keyword use on more pages will equal more traffic.
So lessen the chance of future storms by being more diverse with content. Soon enough warm days and sunny skies will prevail.