Google's Algorithm Changes Affect Search Rank (and why it doesn't matter)

Google's recent algorithm changes, in response to the outcry over inbound links contributing excessively to search-engine ranking, has created a lot of repositioning within the ranking for many high-value keywords. The SEO blogs are abuzz with how it affected both white-hat and black-hat rankings, and many websites that relied on inbound links for their primary position saw steep declines in their positioning.

Does Google's constant tweaking of link weighting matter? Yes and no, depending on your SEO strategy. Google is determined to increase its use of inbound links as a measure of page popularity, as it further integrates social media links in its algorithm. If you depend on inbound links for your SERPs, then you are vulnerable to the ongoing juggling of SERPs we've seen since the Caffeine update, which only accelerated with the latest changes.

If on the other hand, your primary positioning is dependent on relevance and on-page content, you will be less affected by the "Google Dance", and every SEO worth his salt knows this. "Content is king" has never been truer now that inbound links are under constant scrutiny and tweaking by Google, Yahoo and Bing, and content should continue to be the primary focus of any company trying to build relevance online. Linking will continue to drive ranking, but depending on it is a bad strategy for stable SERP rank. Like the "three L's of real estate", you should focus on "content, content, content", and the links will come as a result.