If you have content on your developed domain (and you should) and wonder why your traffic may have dipped recently, then you are not alone, as a recent Google update seems to have slipped by a lot of domainers who rely on their content to get them Google traffic, a task that isn’t terribly easy on the best of days. Google released what has become known in the development community as the “MayDay” update, which is direct response to the data they’ve been collecting on the nature of organic search.
Google’s data has been telling them for a while now that the long-tail is increasing and that it has, on the average, increased to over three words and that their formula for ranking relevant indexed sites is woefully outdated. They’ve responded with an updated ranking algorithm that better accounts for sites that have the greatest relevancy with the lengthened search query. It also has an impact on deep indexing.
What this means is that, to recapture all that organic traffic you have relied on, you may have to go back to the drawing board, dig deeper, and redo your traffic studies and realign your SEO to accommodate. This translates into increasing the volume of content, and you can’t just syndicate more content to make up for it because you’ll make any unique content that you do have significantly less meaningful, which will upset Google’s allowable balance for duplicate content.
If you want to translate this change into more practical terms then try this on for size – clicks generated from searches of 5 or more words earns a significantly higher revenue than those generated by smaller terms. This isn’t news but the change will effect how sites who originally received those five word searches get ranked. A recent Chitika study of 41 million search traffic impressions indicates that 17% were 4 words queries, 26% three word, 19% two word and 14% one word. This means that 24% of search queries are 5 words or more. In a nutshell, 24% of traffic generates the most CPC revenue for website owners.
Maile Ohye, the senior developer programs engineer at Google announced the update at the recent Search Engines Strategies Conference in Toronto and is quoted to reiterate, “In a nutshell, content is king”, and “you can’t just add a bunch of keywords on a page and expect results just on that”.
The change took place on April 28, just in advance of the Caffeine launch which dealt more with the infrastructure of the index, the depth to which they can look and the speed at which the index is updated.