Google's Revised Page Rankings Algorithm: Why It Matters

If you noticed a drop in your Web ranking recently, it could be because you haven't updated it since Vanilla Ice's last hit, or because it's unattractive and difficult (come on, I'm not the only one thinking it), or it could be because Google revised its organic PageRank algorithms. I know, the Vanilla Ice Theory is easier to digest.

If I may distill it, ripping off something I read in an Outsell Inc. report, Google's PageRank uses the Web's linking structure to assess a Web page's value. But Google changes these rules periodically and, according to Chuck Richard (not in photo), an Outsell analyst, Google will happily help webmasters make their pages more Google-friendly. Not staying on top of these changes can spawn dips in your visits.

"Most sites rely far more on natural search results for generating all important traffic to their sites than rely on paying for key words," he said, "so these periodic moves by Google cause major disruptions in traffic." It also triggers excitement among Web site operators who lose ranking. Some, reportedly, even used bad words.

Richard offers the following calls to action for publishers:

"1. Your online success is much less under your own control than print success used to be, when you chose and strictly managed the channels to reach your audience. Google sets the rules, you play by their rules, and you'd better be paying close attention. Be 100% confident that you are monitoring your traffic daily and avoid finding out in a month-end report that you suddenly lost 25% of your traffic because your sites slipped off the first page of the Google search results.

"2. If you have outsourced or contracted with an SEO firm to guide you, get specific data-supported proof from them that they're watching for sudden shifts in traffic volume, demographics, referring sites, etc. and will immediately guide you to compensate for them.

"3. When these shifts occur, use quantifiable testing processes (A/B, multivariate or equivalent) to test and recalibrate your best methods for recovering all lost traffic, and preferrably, capturing incremental traffic by taking advantage of Google's new ranking criteria."
Finally, Richard advises, it's time to "bend Google's new rules in your favor."

I know. Many of you are pining for the days of truly hard decisions, like whether to mail first class or bulk mail. Others of you don't even know what I am talking about. Ah, the slow old days. I am off to churn butter now.