More news from the “secret” world of SEO about the ongoing game of cat and mouse between Google and the SEO community. Now we hear Google has implemented a new device within its SERPS (Search Engine Ranking Position) Algorithm called the “Rank Transition Function”. You can read the full article from Bill Slawskis SEO by the Sea blog explaining the technical detail for those who are interested by clicking on the link.
But for those who aren’t technical – me included – what the new Google “Rank Transition Function” does is essentially to delay long term improvements in a websites SERPS (it may initially go up or down) to wait to see what the Spammer (or SEO Agency if you like) does in reaction to the change in SERPS. It seems that this will allow Google to catch out those who are trying to manipulate the rankings outside Google’s guidelines by waiting to see if they react to changes in the SERPS brought about by their latest actions. If they react by changing the implementation of their latest techniques the “Rank Transition Function” can pick this up and identify them as working outside the guidelines potentially leading to the site ultimately being de-indexed or dropping right off the rankings – clever.
What this latest change confirms yet again is that SEO is a long term process which doesn’t benefit from quick fixes. SEO has to work within the Google Guidelines. If that means a lot of long term effort and a slow rise in the rankings then that’s what a client has to expect and understand. If you are having SEO undertaken on your site you really need to bear with it. If someone offers you a quick fix – beware. A short term gain can lead to long term pain if you are caught out and your site is de-indexed. Pay per Click is the short term fix, with SEO and high Page One SERPS the long term goal.