LONDON, Sept. 20, 2012 /PRNewswire/ — The most recent update to Google.com's algorithm, which reduces the instances of single domains dominating organic results, offers better prospects for more businesses to rank; however, with almost one in five searches now displaying just seven results, integrated SEO, PR and social media agency Punch Communications says brands should seize the opportunity to dominate first page results for brand terms with associated domains, such as social networks.
The change, designed to improve "the diversity of search results in terms of different domains returned," was announced by Matt Cutts, Google's head of webspam, via Twitter on Friday, September 14. This algorithmic update effectively provides an opening for more businesses to rank on the first page of those search results that were previously being 'taken over' by a single domain, also known as site clustering.
Alongside this change, Google has also been experimenting with the number of search results displayed. In the middle of August, analysis undertaken using SEOMoz's Mozcast data* revealed that in over 18 percent of searches just seven results were returned instead of ten.
As it was more likely for site clustering to occur with brand search terms and, according to SEOMoz, the majority of the new seven-result pages are applicable to brand queries, there is a clear opportunity for brands to regain first page domination, not through multiple instance of their website domain, but with a range of domains they are affiliated with. For example, undertaking appropriate search engine optimisation activity on branded social media pages could give rise to a brand's supremacy in the rankings.
Pete Goold, specialist in integrated communication services, such as social search, and managing director of Punch, commented: "Both of these updates bring huge opportunities for businesses to rank on the first page of Google's results. On the one hand, those results no longer being dominated by just one domain means there is an open door for other companies to have valuable page one search visibility.
"Nevertheless, businesses that have just had this type of brand search term dominance in the rankings taken away from them are also being presented with a terrific chance to regain all seven ranking slots; these companies should seize the opportunity and regard having a more diverse profiling in search results as hugely positive. For example, after the brand's website, it is entirely possible to have its Facebook, Twitter, Google+ and Pinterest pages and an external blog ranking; social media and search are becoming ever closer so businesses shouldn't become fixated on only having their website displayed in results and social media agencies must get search savvy, fast."
If your business is currently having discussions with SEO, social media or PR companies, find out what an integrated approach can deliver by contacting Punch on 01858 411 600 or by visiting www.punchcomms.com.
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* http://www.seomoz.org/blog/serp-crowding-shrinkage-its-not-your-imagination
Contact – Pete Goold – 0044 1858 411 600 – Email