Why does Google change its algorithm so often? Is it to confuse us, the online marketers so we can't get websites to rank higher, or has it got other reasons? It is time to face the truth about all the changes Google's engineers are applying to the ranking algorithm. This multi-million dollar worth company has nothing to do with anyone in particular; it is all about getting their profit shares by pleasing the public: the ones who make up the internet traffic; people like me or you, or your friends.
Google is constantly changing the algorithm because of two main reasons. Firstly, it wants, as said above, to deliver the best quality content to the readers, not making them waste their time with less informative articles that even worse, could provide wrong information. That is why, for example, the Panda update was launched. It helps by lowering the rank of low-quality content providers, like content farms and other websites which are building a small amount of information, but placing lots of ads around it.
The second reason is strongly connected to the first one. Just because Google wants to develop the best user experience possible and offer it to the internet users, it doesn't mean that every internet marketer or webmaster out there is willing to do the same. Some are trying to cheat the ranking system; to be more concise they are trying to manipulate the algorithm in such way that their websites will rank higher but without the need of providing enough quality content for that position. Such people do not understand that even though getting to rank higher will increase traffic, the average visitor won't find the information he is looking for on that overly-optimized website, so he will leave, cursing for those few seconds he wasted there. This way, there is no chance that he is going to buy a product promoted on the website or to click an advertisement.
To avoid such problems of over-optimizing and to stop those who try to fool the system, Google launched updates like the Penguin Update. The Penguin Update features a technology that removes the ranking value of backlinks that are optimized for search engines and not for humans to click on them. There are many websites that got to rank high in SERP (Search Engine Results Page), and started selling links on their pages; Google countered that by removing their ranking, and furthermore, removing any impact those sold links could have on the websites they target.
As you can notice, Google is not working against the rules, but in fact it is providing the rules of developing a great user experience, without low-quality content and over-optimization.
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