Whenever the search marketing industry gets wind of a Google
algorithm update, it becomes a major topic of discussion. Articles are
inevitably published on the specifics of the latest update and how to
recover lost rankings for penalized sites. With the exception of
historic changes to Google’s algorithm, such as the Panda and Penguin
updates that fundamentally changed the way website publishers had to
approach their optimization strategies, algorithm updates should not
receive nearly as much attention as they currently do.
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Google Algorithm Updates Are Constant
Google updates its algorithm constantly. According to Moz,
Google changes its algorithm 500 to 600 times per year. However, we
only know about the updates that Google wants us to know about. Why? So,
we can help Google serve higher-quality search results to their users.
Essentially, Google’s algorithm updates remind us to constantly improve
our websites. In return, we are rewarded with better rankings and more
traffic. By making your website better, you’re making Google Search
better, which is good for both Google’s bottom line and yours.
Google’s Objectives Are Not Rocket Science
Google’s primary objective is to make money. Google’s core business
is advertising, and Google wants people to use its search engine in
order to sell advertising via pay-per-click (PPC) ads. In order to sell
PPC ads, Google.com must generate traffic, and a lot of it. Google knows
people are more inclined to use a search engine that provides them with
higher quality search results. Thus, providing high-quality search
results ensures Google.com generates enough traffic to sell PPC ads.
Why Is This Important?
Understanding Google’s objectives makes having a successful long-term
SEO strategy much easier to obtain. You can spend a lot of time
analyzing Google’s algorithm updates and attempt to outsmart them, which
will inevitably fail, or you can implement a strategy that helps Google
achieve its objectives of providing users with high-quality search
results so it can sell PPC ads, and succeed.
Focus on the User and All Else Will Follow
Google has a list of "10 things we know to be true" within the Company Overview section of its website. The first item on this list says, Focus on the user, and all else will follow.
Google Search certainly incorporates this philosophy, and when it comes
to your website, the same is true. Focus on providing your end-users
with the content and experience they expect from your website, and all
else (i.e., rankings, traffic, and conversions) will follow.
Conclusion
This is not to say you should completely ignore Google algorithm
updates when they’re announced. It simply means as long as your SEO
strategy is in line with Google’s objectives, and focuses on providing
users with great content and a positive user-experience, algorithm
changes should not be a concern.
Reference :- http://goo.gl/rfs5tV