Dealing with Google Algorithmic Updates Retroactively Results in Significant Periods of Poor Visibility, Says Punch Communications

LONDON, April 11, 2013 /PRNewswire/ --  Integrated social media, PR and SEO agency Punch Communications is advising search teams and webmasters to adopt a more forward-thinking approach by taking action prior to algorithm updates, in order to avoid weeks, or months, of poor positioning in organic search results.

If a brand's website is penalised in organic search engine rankings through an algorithmic update, effective visibility will not be regained until the next version of that algorithm update is applied, even if the issues the site faces are rectified immediately.

For example, Google's Penguin, which relates to activity under the broad area of webspam, was updated last in October 2012. While the subsequent update is expected in 2013, no date is known, meaning websites that suffered a hit to organic search rankings last year must continue to wait for that time of re-evaluation before their visibility to Google search users is, potentially, restored.

Sensing prospective algorithmic, or automatic, penalties and effective SEO housekeeping is therefore key in ensuring favourable rankings are maintained through update periods. Importantly, brands must be sure to investigate and take action on potential concerns relating to the areas that algorithmic updates target in a timely manner as even 'quick-fixes' can take weeks to be fully realised.

Pete Goold, managing director of Punch Communications, an integrated agency specialising in areas such as social search, commented on how an unexpected hit in organic rankings can be avoided: "Whilst Google keeps its cards close to its chest, there are prominent algorithmic areas that a forward-thinking strategy can protect against. With Penguin, for example, a penalty is likely to be given to a website due to a spam-based issue in its backlink profile. A link clean-up will be required if visibility in rankings drops at the time of the update, so avoid that risk and take action now; this may involve sending requests to Google to disavow, or ignore, particular links, and because this process takes several weeks, haste is required."

"Not waiting to retroactively deal with algorithmic penalties is even more important when you consider being reinstated to a positive ranking position might take months, depending on when Google executes the subsequent update. The message when it comes to areas that large algorithms target is get your SEO house in order and maintain it, or risk poor visibility in organic search for prolonged periods of time."

For more information about the integrated services that Punch offers, traditionally undertaken by independent search, social media and PR agencies, contact Punch Communications by visiting www.punchcomms.com or call 0044 1858 411 600.

Contact – Keredy Andrews / Pete Goold – Email– 0044 1858 411 600

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SOURCE Punch Communications