Introduction to Google Algorithm
Google algorithm is the process where the search engine giant uses complex algorithm – mathematical calculations to display pages that consist of the keywords user are looking for. In this algorithm process, Google calculates many factors to determine how and which websites should be ranked. Website that scores well in Google algorithm factors will naturally have a better Search Engine Result Page (SERP) which many website owners desire. To have a good SERP, many business owners will start to request assistance from Search Engine Optimization (SEO) companies.
The common use of unethical SEO methods, link spamming also known as “Black Hat SEO”
However for the past few years, there had been a strong demand on SEO which resulted in many new SEO companies popping out everywhere.
Many of these new SEO companies may not have sufficient knowledge in Google Algorithm or attempt to use unethical methods to “confuse” Google to score well in Google algorithm ranking factors, such as link farming/spamming.
In the world of SEO, this unethical SEO process is commonly known as “Black Hat SEO” where, SEO companies or website owners creates massive backlinks that are coming from pages around the world wide web. These links may come from forum profile, blog comments, social bookmarking, links networks, pages with many outbound links, and many other ways.
With the use of such link building methods, it may temporary “fool” Google thinking that your website is popular, with many websites back-linking to your website. However this may not be a permanent result.
Google Algorithm – Panda & Penguin updates changed the world of Search Engine Optimization (SEO)
Matt Cutts, head of Web Spam Team in Google, joined Google in 2000 had since launched 2 major updates to Google Algorithm, commonly known as “Panda” & “Penguin” updates. Panda & Penguin updates are parts of Google algorithm which is a form of mathematical formula involving over 200 variables and values to define the ranking of individual websites in Google.
The true formula is a known secret where Google will never give you the formula, but bits of it. Where it comes to Panda & Penguin, these two updates has their own purposes. In short, Panda updates looks at the quality of a site content, where Penguin maintain law & order by controlling web spams.
These updates set new rules & regulations for website owners to follow, as well as detecting & penalizing websites that used suspicious link building process. Websites with low quality content are frequently penalized as well. The web spam team makes frequent updates and changes to Google algorithm and ranking factors almost once every 2-3 months.
After every Penguin/Panda updates, many unethical SEO companies crossed their fingers hoping that their clients or even their own websites will not be penalized in Google. However those who had used suspicious link building methods are often penalized, having their clients website removed & penalized by Google permanently.
Selecting the wrong SEO companies can harm your business
Irresponsible SEO companies that uses such black hat SEO methods not only affect the SEO industry by causing today businesses to lose trust to the process of Search Engine Optimization (SEO), but also cause many businesses to lose sales or even close down, given that many businesses today depend solely on Google for their digital marketing strategy.
Therefore it is extremely important for business owners to select the right SEO company. It is important to note that the SEO companies should be 100% transparent in their methods used for their entire Search Engine Optimization (SEO) process. You do not wish to select a SEO company that over promises or one with very low rates, however using unethical SEO methods to give your website a temporary boost in SERP, fulfilling their “promises” on a temporary basis.
Ultimately, you should select a SEO company based on their past experience, portfolios, SEO strategies and knowledge, and not based on their rates or “promises”.