Continuous web analysis is essential for organisations with regards to online reputation management, with ever moving content it is imperative organisations frequently try to gain a measure of their public perception.

Constantly search engines such as Google are releasing updates in which they are stamping down on spammers and low content sites. Google released the “Panda update” it had two purposes, one was to target spammer sites, whilst the other was to ensure only sites with rich content were able to obtain high Google ranking.

The main focus of the “penguin” update was on the quality and also the reputation of the site that is linking to your domain. Furthermore the update seeks to stop things such as: keyword stuffing, content spinning and unnatural links, in essence it isn’t realistically a change from how Google ranks sites, rather a reminder that they will punish those who built their site deviously.

Despite that difference, a key aspect of both updates is that rich content is needed. Companies that specialise in Search Engine Optimisation may be the culprits of including targeted keywords in sites that have no relevance to the link, however following the updates this will no longer be possible, consequently these companies will now have to write in-depth content or be at risk of having low ranked sites.

Many factors determine where a certain website rates in the Google rankings, the Penguin and the Panda updates just being 2 factors out of 200. However it would be foolish to overlook the importance of the updates, statistics show that close to 3.5% and 12% of sites were affected respectively and in turn were moved down the rankings.

Further research indicates that 89% of the clicks are one the first page of Google, suggesting that if your websites foundations have been built on poor quality links, the website stands to lose a lot if it drops out of page 1. As aforementioned frequent updates are constantly being released, thus emphasising the importance of constant web analysis.

Having understood the effects of the Penguin and Panda updates, this surely must leave businesses with a gap in which to exploit. Majority of companies have their page 1 filled with non-related sites in order to have a good online reputation, however organisations that are serious to achieving higher Google ranking and more importantly maintain it. They can look to outsource a high quality Search Engine Optimisation company to fill up their page 1 with high quality, high content websites.

Igniyte specializes in SEO and general online reputation management . Igniyte are able to provide higher Google ranking through sustainable methods, such as creating profiles for organisations, publishing articles regarding the organisation and many other ways. In doing this, we are able to ensure that regardless of any Google update, the high ranking of a website is easily maintained as only high content websites have been used in order to promote the initial site.




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