Search Engine Optimisation is mostly known as the process of getting your website to the top of the Google search results. Using a keyword 10 times could mean the competition would use it 20 times to rank higher. Today, this is known as spamming and Google won’t let anyone get away with it.
Black Hat in the Beginning
In the late 1990s, Search Engine Optimisation or SEO emerged. Web developers and businesses alike stuffed websites to the brim, full of keywords, tags and backlinks to try to hit the top spot of the search results. Quite often it worked but these techniques became known as “black hat” and Google had to take measures to clean up Search Engine Optimisation. To do this, Google introduced penalties for unethical SEO techniques via the process of regular updates to the Google algorithms.
Penguins and Pandas to the Rescue
Almost 8 years ago Google rolled out their “Penguin” update. This algorithm would level the Search Engine Optimisation playing field by down-ranking websites that employed spam practices like keyword stuffing. This update reminded users that the web is a fantastic place to promote and reach customers, but to be successful you must follow the rules and guidelines set for everyone. Google took control of the spamming in a bid to wipe it out. The Penguin update worked to serve the audience as they rewarded sites with relevant links and content that ultimately showed the consumer that they wanted.
Relevance wasn’t enough, Google wanted to assure audiences that the content they were being delivered wasn’t just the right topic, but that it was good quality content. In comes “Panda” for some quality control. The Google Panda update gives web pages a quality score which then helps rank the page in the search engine results.
Over the next several years Google updates focused around targeting spammy queries, negative sites, illegal sites or intrusive advertising. They sought to improve the landscape of the platform through effective, controlled Search Engine Optimisation.
More Rewards – now for Mobile
“Mobilegeddon” as it was known rewarded mobile friendly websites, with more and more users on mobile devices, Google added the mobile user experience to their SEO criteria.
At eppiq we are often approached and asked “how do I get to the top of Google?” There is no quick fix, no simple answer and definitely no shortcuts. Understanding the requirements and guidelines of Google is key. We have worked with many businesses and individuals to provide effective Search Engine Optimisation services and we are proud to be certified Google Partners.
For all your Search Engine Optimisation needs get in touch with the team at eppiq Marketing today.
