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When it comes to driving traffic to your website it’s commonly believed that having a high search engine ranking is crucial. To achieve this objective one needs search engine optimization, or SEO. When it comes to search engines such as Google, SEO results in a higher ranking and therefore when someone searches for a product or service online your website will rank higher and enjoy greater volumes of traffic.

Not so long ago Google Panda Update 2.2 was introduced and this necessitates the need to fully understand what it is while at the same time understanding what it is not. Google Panda is a ranking factor and it is not new. Many people have already been affected by Panda and for these individuals understanding what it is can be beneficial in moving past the encounter.

Google determines the relevant sites that are applicable whenever a search is entered and for this process makes use of a ranking algorithm. It takes into account the words and phrases that are on a page as well as the links and then concludes what the websites reputation is among other things. This is why, in order to achieve a higher ranking with Google, SEO is required.

Google regularly revisits its ranking algorithm and performs an overhaul which they refer to as updates. Previous updates include Florida in ’03, Vince in ’09, and more recently Mayday of 2010. But you need to remember that update is also used for that which are not algorithm updates. Google used to employ Index Updates every few months and when it did it would add large numbers of new pages to its collection. Thanks to this influx of new pages ranking results would be affected and this usually resulted in a bit of time before things would settle again.

Google Panda is a lot like PageRank because it provides a website with a PandaRank score. Those with a lower score fare well but a site with a higher score does not. What this all means is that Panda isn’t a change to the ranking algorithm but is instead a new ranking factor which is added into the algorithm. Google uses it as a filter in order to determine what it considers to be lower quality pages. If you have too many they are flagged but it doesn’t necessarily follow that you site will therefore no longer be available through the search engine. What it does mean is that a page in your site might carry a penalty. This is to make sure that only pages that are of a higher quality will get the higher ranking in Google search results.

All in all this means that although SEO does mean that your website will enjoy greater visibility it does not automatically mean that your site’s performance is governed by its ranking on Google. In order to ascertain how your site performs you would need to take into account the amount of traffic that Google sends to it despite the loss of your ranking.

Wesley Hann is Marketing Manager at Syzygy SEO, a SEO Specialists Companybased in Johannesburg, South Africa. For further informatiregarding regarding our Internet Marketing Services please visit our site.