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When it comes to driving traffic to your website it's commonly believed that having a high search engine ranking is crucial. To achieve this objective one needs search engine optimization, or SEO. When it comes to search engines such as Google, SEO results in a higher ranking and therefore when someone searches for a product or service online your website will rank higher and enjoy greater volumes of traffic. Now that the Google Panda Update 2.2 has been made available it is important to understand what it is compared with and what it is not. In simple terms Panda is a ranking factor however it's nothing new. For anyone who has been affected by Panda in the past it helps if you understand what it is so that you can move forward. When someone searches for something through Google it determines the best sites that are applicable to that search by using a ranking algorithm. Google reviews the words and phrases that are on a specific page, the links that are used, determines what the site's reputation is, etc. This is why to enjoy a higher ranking with Google, SEO is obviously important. Periodically Google revisits its ranking algorithm and does an overhaul they term updates. Updates in the past included Florida in 2003, Vince back in '09, and Mayday which occurred in 2010. However it is necessary to bear in mind that the term 'update' is also employed for that which are not algorithm updates. Google employ Index Updates every few months during which it would add scores of new pages to its collection. Because of the massive introduction of these new pages there would be resulting ranking changes which invariably meant that it would take a while for things to calm down. In actual fact Panda is like PageRank in that it basically provides every website with a PandaRank score. Websites with a low score are fine but those with a high score really feel the bite of the Panda! So Panda is not a change to the overall ranking algorithm but rather is a new ranking factor added into the algorithm. It is a filter which Google uses to see what it considers to be lowquality pages. If you have too many low-quality pages they will be flagged but this will not automatically result in your site no longer being available through the search engine. It means that any pages in your site could carry a penalty which is designed to ensure that only the superior pages will get a higher ranking with Google search results. So, to sum it all up while SEO does result in a greater visibility for a site it doesn't follow that your site's performance is indicated by the ranking it achieves on Google. To determine the performance level of your website you need to consider the traffic that Google sends to it even if you do lose your ranking.
Wesley Hann is a proud member of Syzygy SEO Consultants a search engine optimization company based in Gauteng, South Africa. For more information on Search Engine Optimization. Please click the link.
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