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:: Tsunami hits the web with Google's New Filters ::
In late 2003 Google, the now most used search engine, instigated a "tsunami" on the Internet by "updating" their algorithm that ranks sites. This resulted in thousands of legitimate sites being effectively removed from Google searches in their primary keyword search results.

As you can imagine, thousands of small businesses that rely on search results to reach their customers were hit hard by these changes. Many wondered if this was an attempt to increase paid advertising, but sites already paying for advertising were not spared. Some who were unaffected preached that it was "tricky" practices like hiding links or layers to saturate keywords, but examination shows there are still sites with those "tricks" showing while folks who believed they were playing by the rules have disappeared.

:: The bottom line is, the rules have changed. ::
No one outside of Google knows for sure, but they apparently included a filter to drastically reduce listing of sites they considered to be "over-optimized." After much scrambling, grousing, debate and general rumor, there appears to be at least 2 new filters in place to adjust for the "link rings", blogging and oddly, for pages that have been traditionally optimized. This filter for traditionally optimized pages is being called a "penalty filter" and it removed sites from searches for their main keywords. With careful reworking, it appears that these sites can be "repaired" so they do not trigger this "penalty filter." This will hopefully allow them to regain a deserved ranking based on their content and other criteria being used.

:: Before the Tsunami ::
For the last few years, Google has been leading the way in quality search results and now has 55% of the search traffic. They feed content to AOL and Yahoo, though Yahoo has other alliances as well. Microsoft is creating their own search engine and plans to give Google major competition in the near future.

Google got this big, this fast, with innovative methodology to garner quality search results. While other search engines were relying on meta tags for keywords and page descriptions, Google was emphasizing a high degree of relationship between several different points of data. They pulled from the page title, the context of the keywords on the page, keyword density and created a totally new "page rank" system. Page rank was gained from pages linking to your site. Relevance and page rank of the sites linking to you was also evaluated. See How to Make Search Engines Work for You for details on how to traditionally optimize your pages. Many of these principles still apply, but with revisions to meet new requirements.

:: Post Tsunami Landscape ::
Getting listed on search engines for keyword searches has always been an accomplishment. You have always been able to get listed when you search specifically for you site by domain name, but showing up in the keyword searches done by your potential customers is the main objective. The Tsunami leveled the beaches to clear the way for new methods. With the new filters in place it is now necessary to be "optimally de-optimized."

1. New Page Rank Rules
   Sites linking to you currently have to have a page rank of 4/10 or better to count. Sites with a rank of 3 or less will no longer show up in your backwards links.
   
   
2. Links to and from your site will be evaluated for relevance.
   This is apparently an attempt to de-emphasize link rings and blogs. It is recommended that you link to sites that augment or compliment your site without directly competing. Avoid links that have nothing to do with your business.
   
   
3. Careful what you say in your links.
   Google's new "penalty filter" is targeting sites that used keyword links. If your keywords are "natural soap" you will need to change your links to say "naturally made soap" or some other variation rather than using "natural soap" itself as the link.
   
   
4. Page Title has been de-emphasized.
   This is the title that shows up in the top of the browser, not the title on your page content. Google used to count this heavily to determine your keywords.
   
   
5. Meta tags have limited impact.
   Search engines are getting smarter and that means they don't want to rely on you to tell them what your page is about, they want to see for themselves. They are still helpful, just not as important as in the past.
   
   
6. It's all about content.
   Content rich sites with appropriate keywords (non-saturated) are optimal. Search engines read up to 500 words on a page, with the first 25 being the most important. It is suggested that you "de saturate" your pages. Do not excessively repeat keywords, use them in context only, do not use them as links unless rearranged, do not use them in every alt tag, etc.
   
   

• Great content that people want to see. If you are not the "great communicator" pay to have it written. A great copywriter is worth their weight in gold.
  
  
• Site architecture and navigation. Make sure your site makes sense and has a link to every page.
  
  
• Link Popularity still works, the linking sites just have to be popular too. Just like in high school.
  
  
• Specific page titles, clear descriptions for each page and descriptive keywords. Don't throw in the kitchen sink. Look for a niche rather than trying to hit every search. Each page should have keywords, title and description specific to that page only.
  
  

1. Pay a copywriter to go over your site and make suggestions.
   
   
2. Break your content up into very specific sections and put only one subject on a page. That will help your relevance on specific keywords and deepen you site.
   
   
3. Pay for listings in the Yahoo directory and Inktomi. These paid listings are visible within 72 hours and cover the "other half" of the Internet.
   
   
4. Buy Search Engine Ads with Google AdWords and Overture. Between the two of them you can be visible to 90% of the Internet when searching your keywords (just don't run up the bids, you don't have to be first for this to be effective).
   
   
5. Make popular friends! Work at business relationships that bring business to you and a complimentary business. Once this has been established, it is easier to get relevant links that add power to your page rank.

Just remember that the target is going to keep moving. Concentrate on creating a rich site that will attract and hold visitors. That's always going to work!