Article: Google Udpates its Ranking Algorithm Again

I came across this article from SiteProNews, Google Updates its Ranking Algorithm Again, dated November 4, 2015, that I feel serves as a good reminder of the importance of using proper SEO. While it reports that many have been negatively impacted, yet others are benefiting, it doesn't provide details about HOW or WHY it is affecting sites one way or the other because, of course, Google isn't talking.

However, it does provide info about how you can ensure your site is not negatively impacted by this or future changes to Google's algorithm (see additional resources below). After going more than a few years of watching my well-ranked listings completely disappear after a holiday shopping season update, I did my research to find out why it keeps happening when I'm using what I thought were "white hat" SEO practices (the kind Google rewards in search results).

As it turns out, there was one major mistake I was making -- keyword cramming. No, I didn't cram a bunch of keywords into a title so much that it read like jibberish -- like many Etsy sellers do to rank well in Etsy searches. However, I WAS guilty of using keywords in my descriptions to the extent that the content just didn't read well -- as it should if using proper sentence and paragraph structure.

So, after finding out about this latest algorithm update, I was worried about how well my listings are ranking and decided to do a bit of research. I'm happy to report that my efforts to fix my "white hat" SEO practices are working to prevent losing too much in search ranking after the usual holiday shopping season update.

While some listings have disappeared (I didn't go beyond page 3), my more popular items are still ranking on the first page -- albeit lower on the page, but still the first page. Some less popular listings have moved to the second page, but they're closer to the top there, which is still okay.

Even my new listings on my own shop at Storenvy were found on the third page in some cases, which is great for a store that's only been live for a few days. So, hopefully my own shop's listings will continue to rise in the ranks. The bottom line is that both new and old listings are still being found for the most part in Google search results despite the latest algorithm update. Before, my listings would completely vanish!

So, I'm proof positive that implementing "white hat" SEO practices DOES WORK to prevent drastic drops in traffic after an algorithm update. So, what are those so-called white hat practices? Well, there are a number of resources to help explain that in detail, which I'll provide below, but the gist of it is that you MUST provide valuable, keyword-rich content.

By valuable, I mean that your content must read well and include all of the details required to properly describe your item. Of course, the use of keywords is necessary, but the content must flow -- not read like what my descriptions used to read like. Here's a brief example of bad content derived from my former practices:

• This stained glass table lamp is made in a Victorian design in colors of purple and green. This stained glass table lamp has a round shade measuring 16 inches. This Victorian style stained glass lamp stands 20 inches high...
  

Horrendous, eh?!? LOL That reads nothing like a proper paragraph should, wouldn't you agree? Well, so does Google and this is the kind of stuff their bots are programmed to frown upon. THAT'S why my listings used to completely vanish at the beginning of the holiday shopping season.

Now, here's an example of one of my listings that is still on the first page after the latest Google update:

• This porcelain Chapel Nightlight is a vintage collectible from Enesco's exceptionally charming Precious Moments village called Sugar Town. Sugar Town is the creation of artist Sam Butcher and was inspired by the heartwarming story of his own birth, family and friends. The Chapel reflects Sam's commitment to the Lord and his abiding Faith.
  
  Sugar Town is named after Dr. Sam Sugar who delivered him at his parents' home where they were celebrating New Year's Eve. Baby Sam surprised everyone at the party by insisting that he be the first home town arrival of the New Year, being born at 12:15am. Sam's vision of "The Sweetest Place on Earth" has been dedicated to all his special friends and family members by portraying them as various figurines within the collection.
  
  This Chapel Nightlight is signed by Sam Butcher and has the G-Clef production mark stamped on the bottom to denote its 1992 release (see pictures). The Chapel is made of porcelain bisque, which is hand-painted in pastel colors, and is just one among several Sugar Town figurines available under the Vintage Collectibles section.
  
  All Sugar Town figurines available were owned by one person and never displayed. So all are in mint condition and come in their original boxes, which were carefully stored in a smoke-free environment.
  
  Precious Moments Item #529621 || Product Mark: G-Clef (1992)
  Condition: New in Box (opened only to inspect and take photos)
  Size: 7.75"H x 6"L x 5.25"W || Book Value: $185.00

Yes, it's a long description, but it reads like a brief article about the item -- proper sentence and paragraph structure and all. It includes multiple instances of the top keywords along with all of the details and even a history about the item. Many of the details I got right off the box. If the box doesn't have details, I look for a site that provides a history and pull key info from there to write up my own unique description.

While some shoppers might not read descriptions -- as we're all aware -- it is still important to have valuable content. Not only does it provide details for those who DO read descriptions, it provides everything that Google bots are looking for to rank your page well. As long as it's written well with good keywords and valuable content, you're as good as gold.

Of course, the same applies to titles. Titles should NOT read like a list of meta tags. A BIG no-no as far as Google is concerned. Yes, places like Etsy and eBay might allow it, but why limit yourself to ranking well on only the marketplace when you could be reaching a global audience on Google?

Seriously, implementing proper SEO really isn't difficult. Yes, it takes more time to create descriptions, but it is well worth that time and effort because Google will reward your page with top-ranking in search results. If done properly, you'll find (as I have) that you will be less likely to be negatively impacted by this or future algorithm updates -- at least not drastically so as I was in the past (and as many are now for much the same reason).

So, take a gander at the information provided by the following resources to help hone your SEO skills:

• SiteProNews: SEO Changing Again: The New Rules for Dominance -- October 19, 2015
• Google's Search Engine Optimization Starter Guide (PDF) - 2010 (still valid and being linked to by Google)
  

Good luck!