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Jagger, Google Analytics, and the Future of Search & SEO

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  • Glenn Murray
    Free reprint article written by Glenn Murray ... You re welcome to reprint this article online free of charge provided: - you include the bio - you ensure all
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      Free reprint article written by Glenn Murray

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      ------------------ ARTICLE SUMMARY INFO --------------------

      Author: Glenn Murray
      Email: glenn@...
      Website Address: http://www.divinewrite.com
      Word Count: 1660
      The article is preformatted to 60 CPL.
      Copyright: ©2005 Glenn Murray. All rights reserved.
      Keywords: Google,Jagger,Analytics,article submission,
      article headline,article submit,SEO,free content,SERP,
      search engine
      Preview:
      Two big things have just happened in Google-land: Jagger
      and Google Analytics. Together, these two events may have
      changed the face of search forever
      Category: SEO
      Title: Jagger, Google Analytics, and the Future of Search
      & SEO

      -------------------- ARTICLE START -------------------------

      Jagger, Google Analytics, and the Future of Search & SEO

      By Glenn Murray | SEO Copywriter & Article PR specialist *

      Two big things have just happened in Google-land: Jagger and
      Google Analytics. Together, these two events may have
      changed the face of search forever.

      JAGGER

      First, let's discuss Jagger... Just like hurricanes, Google
      updates have names. (A Google update is a change to the way
      Google determines its rankings. Google makes these changes
      periodically, and they're universally feared because they
      can impact dramatically on a website's ranking.) The latest
      update is called Jagger, and it has search engine optimizers
      (SEOs) all around the world in a state of panic.

      Why was Jagger such a fearful update? Simple... With Jagger,
      Google once again outsmarted huge numbers of SEOs. You see,
      many/most SEOs spend their time (and their clients' money)
      trying to trick Google into thinking that their websites are
      more relevant and important than they really are. They do
      this mostly by swapping links, buying cheap links, and
      placing links on free directories. While there's nothing
      wrong with these sorts of links (i.e. they're not considered
      'black-hat'), they don't really show that the site is
      relevant or important. All they really show is that the site
      owner has made a deal with another site owner. In these
      deals, the incentive for the linking site owner is a
      reciprocal link, money, or increased link volume. Google
      much prefers it when the linking site adds the link simply
      to enhance the value of their content or to increase their
      own credibility and authority.

      In other words, Google wants its search results to contain
      relevant, important sites, not sites that merely appear to
      be relevant and important. To this end, Google invests
      millions of dollars and employs the world's smartest
      mathematicians to create algorithms which identify sites
      that are trying to trick them. And that's exactly what
      Jagger did; and when it found those sites, it simply
      adjusted their ranking to more accurately reflect their true
      importance. (Unfortunately, it also demoted some sites which
      actually deserve a high ranking. It is hoped that these
      mistakes will be ironed out with future minor updates, but
      that's a topic for another article...)

      From a technical standpoint, Jagger was well described by
      Ken Webster in his article, 'Google's Jagger Update - Dust
      Begins To Settle?' -
      http://www.webpronews.com/topnews/topnews/Jagger . To
      summarize, Jagger:
      1) Increased importance placed on IBL (Inbound Links)
      Relevancy?
      2) Increased importance placed on OBL (Outbound Links)
      Relevancy?
      3) Promotion of relevant Niche Directories (related to #1 &
      #2)?
      4) More weight thrown back to PR @ top domain?
      5) Increased importance on AdSense placement relevancy?
      6) Possible introduction of CSS Spam filtering?
      7) Overall Blog demotions?
      8) New and unresolved "canonical" issues?

      Some more interesting effects were reported by WG Moore
      (http://www.sitepronews.com/archives/2005/nov/9.html) who
      runs a number of test sites for SEO purposes. By monitoring
      the links to his test sites as reported by Google, he
      established that:

      "all reciprocal links had vanished. We think that this is
      because Google is down-grading or eliminating reciprocal
      links as a measure of popularity. This does make sense,
      actually. Reciprocal links are a method of falsifying
      popularity. Sort of a cheap method of buying a link, if you
      want to think of it that way... During the second week of
      the Jagger Update, a few of our reciprocal links did come
      back up. However, we also noticed that these were from
      places where we had highly relevant content. They came from
      articles where we discussed our area of expertise: Web
      Analytics, or from forums where we had relevant threads. So
      we feel that these links came back because of content, not
      linking.

      The other group that came back up was one-way inbound text
      links, regardless of the originating web site. These links
      also had strong relevance to our web analytics business. In
      other words, they contained keywords and/or phrases related
      to our site and its business."

      In short, Jagger undid the hard work of thousands - if not
      millions - of people! As a result, hard-won high rankings
      and revenues plummeted.

      Interestingly, article PR (article submission) came through
      Jagger seemingly unscathed. My SEO copywriting website
      http://www.divinewrite.com , for example, went from no.4 to
      no.1 worldwide for "copywriter", and I've employed article
      PR almost exclusively. Whether it was promoted or the sites
      around it were demoted, one thing is clear: article PR is
      one of the best ways to obtain a high ranking.

      GOOGLE ANALYTICS

      The second monumental event to occur recently was Google
      Analytics - http://www.google.com/analytics/index.html .
      Google Analytics is a free web-stats solution which not only
      reports all the regular site stats, but also integrates
      directly with Google AdWords giving webmasters and insight
      into the ROI of their pay-per-click ads. According to
      Google, " Google Analytics tells you everything you want to
      know about how your visitors found you and how they interact
      with your site."

      Why is this such a landmark move? Because for the first time
      ever, Google will have access to your real web stats. And
      these stats will be far more accurate than those provided by
      Alexa - http://www.alexa.com . Furthermore, Google's privacy
      statement says: " We may also use personal information for
      auditing, research and analysis to operate and improve
      Google technologies and services." -
      http://www.google.com/intl/en/privacy.html . Now let's put
      two and two together:
      1) Google is 'giving' every webmaster in the world free
      access to quality web-stats.
      2) Millions of webmasters will accept this 'gift', if only
      because it integrates directly with their Google AdWords
      campaigns.
      3) Google will then have full access to the actual web stats
      of millions of commercial websites.
      4) Google will have the right to use these stats to develop
      new technologies.
      5) What's the next logical step? Google will use these
      statistics to help determine its rankings, of course!

      It should come as no surprise. It's been on the cards - and
      frequently discussed - for a long time. For example, Jayde
      Online CEO, Mel Strocen, recently published an article on
      http://www.site-reference.com/articles/Search-Engines/The-F
      this very topic, ' The Future of WebSite Ranking' -
      uture-of-WebSite-Ranking.html . She quite rightly asserts
      that:

      "Google's "democratic" vision of the Web will never be
      achieved by manipulating algorithm criteria based on
      content. It will only be achieved by factoring in what is
      important to people, and people will always remain the best
      judge of what that is. The true challenge for search engines
      in the future is how to incorporate web searcher input and
      preferences into their ranking algorithms."

      In fact, the Jayde Online network already owns and operates
      a search engine, ExactSeek (http://www.ExactSeek.com) which
      incorporates user popularity statistics in its rankings.

      THE FUTURE OF SEARCH AND SEO

      To date, ExactSeek is the only search engine which uses
      visitor stats as criteria for its rankings. But Google isn't
      far behind. We all know that Google specializes in taking a
      good idea and implementing and adapting it brilliantly. This
      is exactly what we'll see in this case. By combining link
      popularity and user popularity statistics, Google will be
      the only major search engine to consider both what other
      sites think of your website and what your visitors think of
      your website. And because they have the most advanced
      algorithms for assessing link popularity, and will soon have
      access to the farthest reaching, most accurate web stats to
      assess user popularity, its competitors will be a long time
      catching up.

      So if that's the future of search, what's the future of SEO?
      The future of SEO is undoubtedly one where:
      • one-way text links from relevant pages continue to be the
      most valuable links
      • reciprocal linking continue to decline
      • the 'shotgun' approach to link buying declines
      • mass email link requests decline
      • free directory submission declines
      • niche directory submission increases
      • article PR (article submission) increases
      • article submission sites (e.g. EzineArticles -
      http://www.ezinearticles.com , GoArticles -
      http://www.goarticles.com , and ArticleBlast -
      http://www.articleblast.com ) play a much bigger and more
      important role in helping online publishers locate quality
      articles (due to the increasing article volume)
      • user popularity is just as important as link popularity,
      which means:
      o the quality of article PR improves in order to increase
      site traffic, credibility, and loyalty
      o the quality of website content improves in order to
      convert traffic and encourage repeat visits

      Clearly, the choices for SEOs will be pretty much limited to
      paying for links at niche sites and/or engaging in article
      PR. Being an SEO copywriter, I may be a little biased, but
      for mine, article PR is the hands-down winner in this
      comparison:
      • It satisfies Google's criteria for relevance and
      importance. Linking site owners include your article and
      link because, in doing so, their site becomes more useful to
      visitors, and their business gains credibility and
      authority.
      • It generates hundreds of free links quickly enough to make
      it worth your while, but not so quickly as to raise red
      flags at Google (in the form of link dampening).
      • Links are permanent and you don't have to pay to keep them
      there.
      • You get a lot of qualified referred traffic who already
      trust you and your expertise. This satisfies Google's
      visitor popularity criteria, while at the same time bringing
      you a lot of extra customers.

      (For more information on article PR, read ' How to Top
      Google with Article PR' -
      http://www.articlepr.com/SEO_Article_Submission.shtml .)

      CONCLUSION

      The lesson from Jagger is, don't try and trick Google!
      They've got more money and more brains than virtually any
      company in the world. It'll only end in tears! Don't spend
      time and money trying to make your site look important and
      relevant. Instead, spend that time and money actually making
      it important and relevant! Content - the real content behind
      the optimization - is the answer. After all, whether it's an
      article or a web page, it's the content that keeps 'eyes on
      paper', and that's what it's all about.

      Happy optimizing!





      * Glenn Murray is a director of SEO copywriting studio,
      Divine Write and article PR company, Article PR. He is a
      renowned SEO copywriter and an article PR and article
      submission specialist. For more information, please visit
      http://www.DivineWrite.com or http://www.ArticlePR.com .
      Glenn can be contacted on Sydney +612 4334 6222 or at
      glenn@....
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