by samGoogle functions its ranking of websites through a series of complex algorithms factoring in use of keywords, advertisements, human generated links and many other elements. The major algorithms used by Google are updated regularly, categorised by two different names, Panda and Penguin.
The first Google Panda update was in January 2011 targeting content farms, thin content, duplicate websites and a number of other page quality issues. This hit a lot of websites hard with around 12{06e29518e582b1cc2da09f8f2ea316dadc41c520023bcca83a4deb5e6ad0a3c6} of search results being directly affected. Websites with a high amount of advertising were devalued whilst news and social networking sites thrived under the new update. After making over 500 changes to their algorithms in 2011 Google Panda proved to have a huge impact across their page rankings, by the time the year was over Google had already rolled out another 8 updates.
In January 2012 Google rolled out a page layout algorithm update, targeting top heavy websites with too many adverts above the fold. Google also put a large level of importance on content placement, having sufficient data and keywords within easily accessible parts of a website. With this update Google made sure that not only content was of a sufficient standard but the layout made sense and was easy to navigate.
April 2012 saw the release of Google Penguin, unleashing hell over website spammers. Google used this update to target spamdexing (the deliberate manipulation of search engine indexes) by searching out black-hat SEO techniques such as cloaking, link schemes or keyword stuffing. Penguin takes down excessive scammers whilst Panda tackles poor quality websites, whilst working together with other smaller algorithms this formulates Google’s search result rankings as we know them.
In August, Google released the DMCA Penalty Update to remove websites with DMCA takedown requests by their names. Clamping down on pirate websites via web form reports is a tedious way to review websites, but it is seen necessary as even complex algorithms would not be able to review licencing details for certain pirated material online.
With Panda now completing its 25th update and Penguin 3 implemented it is clear that Google are continuously making changes to their algorithm. Without constant monitoring of updates and implementation of SEO techniques it is easy to see your website sink down the search rankings. Online marketing experts work to understand the algorithm changes and can keep your website ranked high as others are struck by algorithm changes. Keep a tab on Google updates: http://moz.com/google-algorithm-change is a good way to monitor changes. Read, learn and keep Google savvy.