Like any other marketing campaign, the goal of a SEO campaign is to provide good ROI. While obviously keyword selection and proper implementation of SEO techniques is crucial for SEO success, the ROI depends on how you capitalize the SEO traffic. An important tool for improving your ROI is ‘user feedback’.
The most important SEO factor is a website’s capability to deliver relevant results for search queries a user is performing. Google looks at over 200 ranking factors and releases over 500 algorithmic updates every year to ensure that it is providing the most relevant search results for its users (at least thats what we are led to believe – read about shady affects of Google Hummingbird update on Local SEO). But how do we ensure that the searchers are provided with a page that delivers ‘user satsifaction’? This post talks about how search engines use human behavior data to promote or demote your rankings and what you can do about it.
We saw a lot of fluctuations in local rankings in last one and a half month – towards the end of August and the whole of September. Though there was no official confirmation from Google about any updates back then, it is now more understandable why we noticed such changes. The reason – well, it is the new Google search engine algorithm update named Hummingbird.
There was a minor weather report indicating how Google penalized so-called low-quality EMDs. Matt Cutts indicated this in a tweet that was sent on 28 September 2012 (link here). He said it was a minor update and would affect just about 0.6% of English-US search queries and it was not related to Penguin/Panda in any way.
Though the update was supposed to be minor (as suggested by Matt Cutts) but it turned out to be quite a massive update concerning affiliate sites and for most webmasters who relied on their domain power to rank. For years affiliate marketers and small business owners relied on exact match domains for dominating search results and this update really hit their business hard. Not just low-quality EMDs but some genuine websites were penalized by this update. As for me, this update did hurt some of my clients (I have got 3 reports so far).