So, the clear long term direction is to keep making a quality, well written, engaging, fast site that people would choose to recommend to their friends and family and mention on social. So, no change there.
If you are doing things to game Google, which everyone has to [to some degree] as there is a addictive dependency that has been created. A vicious circle of traffic need/expectation and the sheer dominance of one traffic provider.
In an article earlier this week by Search Engine Land they wrote up about the next significant algo update. The interesting thing in this article is that the after shocks in the last year or so have been just incremental updates, and a full 2.0 is coming.
This latest video featuring Matt Cutts of Google, talks about what changes are coming. Even IF you take his commentary as controlling spam through PR efforts; there is normally some directions/themes that you can take out of it.
Here is that video.
It seems that more changes are coming. Enhancements some might say. The tone of the video suggests that this is to be more comprehensive than before.
- There is a Penguin 2.0 a web spam change – to continue to target [hate myself for using this term] ‘black hat’. So, more comprehensive would mean more identification, to go deeper with bigger impact for site that are caught
- Advertorials, to prevent these from passing any page rank. If they are done just for SEO, then they are in violation of their “quality guidelines”. To make this a bit stronger in detection and decision making on value to pass. There are no issue with advertorials – unless they are just done to pass page rank for cash
- If you are running loans, porn, pills or hard SEO areas you are being targeted by name into your link practices! This included a named mention of finding networks and all sites associated with them
There were some positive things
- Better communication and information if your site is hacked or have malware inserted
- An attempt at giving sites the authority they deserve, and then the visibility there too
- Great news for many who were caught up partially or unfairly by their Panda update. Matt talks about looking for more +ve signals that may move some sites out from the borders
- And, some presentational things in the SERPs around clustering domains to a user. And, if you do see them once, you would be less likely to see them again on subsequent pages
So, to be honest, if this is true. Then the coming changes would be genuinely quite good for most hard working decent folk! Let’s hope it treats my sites well!