Google's New SEO Changes Coming This Summer

Googles New SEO Changes Coming This Summer

Always in motion, is Google.  And while we prepare seemingly every six months for a new YouTube update, Google also likes to change around their search engine algorithm to better figure out what a site that is providing quality content rather than one that spams links or has misrepresented itself in some way or otherwise uses black hat SEO to rank well in search.  Google has just released a video with Matt Cutts describing the upcoming changes.  Some of them are improvements on the continuing war over black hat, many are additions that make it easier to know what to do when a site is hacked or unleashes malware.

Hat tip, Search Engine Land.

Google's Penguin "2.0" Update for Summer 2013

Some of this should have some effect on video: for instance, I think the native advertising where videos show up on a website and "fool" people into thinking it's organic are going to have some hurdles to jump through.  It's the first thing Cutts mentions:

  • Advertorials.  These would be native ads that violate quality guidelines.  If someone pays for an ad, those ads should not pass the standards of PageRank.  Google has seen websites link to other websites that pass PageRank. Cutts says there's nothing wrong with the ads themselves, but they should not pass PageRank.  There should be "clear and conspicuous disclosure so that people know that something is not paid, not organic, or editorial."
  • Queries.  Two changes will be made to curtail queries like "Payday Loans" or pornographic material.
  • Deny Value to Link Spammers.  Touting new data they want to experiment with over the next few months, Google wants to get rid of pages that rank well due to irrelevant links.
  • Hacked sites.  The new update will try to detect them better.  Also, there's an issue with the difference between hacked sites and those that serve up malware.  Webmasters need a place where they can go to get all the resources they need to fix the problem, which is being addressed with this update.  Also: more details and example URLs webmasters can use.
  • Authorities.  Google wants to do a better job figuring out who the authority is of a specific space, so that those will rank better in search.  The update will rank better if you're an authority according to the algorithm.

Of all the ones mentioned in this video, this one perhaps bothers me the most.  Mainly because "authorities in a specific space" is widely subjective, and it means the "little guys" will have a harder time ranking in search, even with perhaps better and higher quality information.  Maybe I'm wrong, but something didn't sit well with me on this one.

  • Gray Areas.  Google is looking at Panda (their algorithm) to find additional signals to refine sites that are "on the border," or in the "grey zone."  They want to soften the effect for those sites that have these so-called additional signals.
  • Multiple Redundant Results.  Google wants to avoid giving multiple results for the same site.  The previous update addressed the issue of that happening on the first page, but now people are complaining about it happening as far as the third page.

If you're putting out a lot of high-quality content, then none of this should matter.  And Cutts threw down the gauntlet for Black Hatters when he implied that people who visit black hat sites and trade information about how to game the system are going to have a rough summer.

Don't Miss Out - Join Our VIP Video Marketing Community!
Get daily online video tips and trends via email!

About the Author -
Chris Atkinson joined ReelSEO in 2011. He is a longtime film and television reviewer, and has almost two decades of experience in the theater industry. He also writes on his personal blog - View All Posts By -

What do you think? ▼
  • Jorge

    Mainly because "authorities in a specific space" is widely subjective, and it means the "little guys" will have a harder time ranking in search, even with perhaps better and higher quality information.

    I disagree. If you have a small site and it is specific enough in dealing with the potential user needs, there is no need to consider it "not authoritative". In my opinion, small sites will find its way to rank besides of the changes announced.

  • treepodia

    Hi Chris,

    A couple of thoughts came to mind reading your post.

    1) It's interesting to see the evolution of the ongoing saga of Google's attempts to analyze visual data via clues in the surrounding content.

    2) Google's increased concern over "advertorial" content seems to be something of a case of "The kettle calling the pot black". I find that Google's display of sponsored content in search results is becoming increasingly misleading, and considering the simple fact that this probably isn't hurting revenue, i doubt we'll see a reversal of this trend anytime soon...


  • Ken Fisher

    "Maybe I'm wrong, but something didn't sit well with me on this one."

    Yep, I agree. Time will tell.

    I'll be tickled to death if they "help the small to medium ..and regular webmasters as well" @ 7:07 and snuff out some of the big brand dominance. But I'm more inclined to head for the air raid shelter.