Matt Cutts, Google’s head of search spam, answered a question about Google updates in his latest Webmaster Help video where a user simply wrote in to ask:
When will you stop changing things?
Matt says Google can’t stop doing this for a variety of reasons. The web is always changing, Matt explains. Since the web is always changing, the things Google thinks they need to do for users will always be changing. In addition, spammers and their techniques are always changing.
Google is always looking at new ways to try and rank results better. There will always be change going on in search results, so if you have a good search ranking right now Matt says to count on the fact that it’s going to adapt based on what users are looking for.
For example, if more users are performing spoken word searches or more conversational queries, Google has to figure out new ways to handle that. Matt says even if Google is doing a great job handling everything today, people will ask even harder questions tomorrow. Google has to be prepared for how search behavior may evolve in the future.
Google is going to continue to come up with new ways to better understand the overall intent behind a search. Matt says it’s a safe bet that things are going to keep changing for the foreseeable future. SEO in many ways is about change, Matt explains. The ability to evolve and adapt ensures better resources will be returned to Google users.
If you have been using the Internet and visiting websites for some time, you would notice that search engine like Google tend to produce different search results from time to time. This may not affect you if you are online just to read and get basic information. However, the ever-changing search results may affect the rankings of many companies who manage, own or maintain websites for their business. Many Internet marketing companies are asking when and if Google will stop changing their algorithm on the Search Engine Results Page (SERP).
In order get better SEO rankings, you should:
- Follow Google Webmaster update closely. Always be updated with the latest changes of Google’s algorithm.
- Practice the One Subject, One Page policy. This means that a page should not have more than one subject so as not to confuse the search engine.
- Build strong SEO foundation: Quality content and Quality backlinks.
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