SEO Changes: What to Scrap, What to Add

Google frequently makes changes to its indexing algorithm. You’ve probably heard of the Panda updates and the Penguin updates. Well, according to Google insider Matt Cutts, Google isn’t going to announce their updates any longer. We’ll have no more zoo animals from Google. This does not mean updates aren’t being made. In fact, recent updates may affect your current dental marketing strategy.

What is the indexing algorithm?

An algorithm is a long, complex mathematical formula. Google defines it as “a process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer.” The word “indexing” refers to how Google retrieves information. Wikipedia says: “Search engine indexing collects, parses, and stores data to facilitate fast and accurate information retrieval.” Indexing, then, is just a very technical form of organizing information. The algorithm provides instructions on how to index websites.

What does the indexing algorithm say is most important in a website?

That’s the $10 million question. Google does not provide public access to its algorithm, nor does it offer precise instructions on how to rank high. However, Google doesn’t hide everything. In fact, the search engine giant hires humans to answer forum questions, write blogs, and produce videos that help SEO experts (and average Joes) build websites that will rank high. Google’s experts tell us that the single most important factor in ranking high is quality content, defined as informative, original information (text) on a specific subject. Furthermore, the greater the quantity of content attributed to a single person or business, the better chance that all of that business’ websites and web pages will rank high on Google.

This chart lists important factors for websites, when it comes to ranking high on Google.


Still ImportantNewly ImportantLess Important Now
  • Original Content
  • Length of Content
  • Links Within Content
  • Keywords in Headings
  • Meta: Title Tags and Description
  • On-Page Keyword Integration
  • Freshening Up/Adding To Website Text
  • Alt-Image Tags
  • 3-5 Blog Posts/week
  • Incoming Links from Non-Paid Sources
  • Domain Age and Content
  • Width of Online Presence
  • Google+ Local Listing
  • Local Listings
  • No Flash Files
  • SEO-friendly Design
  • SEO-friendly URLs
  • Video Scripts on YouTube
  • Links from Multiple IPs


  • Incoming Links from Unpaid Sources
  • Social Mentions
  • Reviews or Testimonials on Unpaid, Public Sites (Yelp, Google+ Local, Facebook, Yahoo Local – not Demandforce, Rate a Dentist, etc.)
  • Mobile Sites (tablet and smart phone)
  • Incoming Links from Paid Sites (PRLog, PRWeb, PRNewswire, etc.)
  • High Page Rank
  • Sidebar, Footer Links from Other Sites
  • Reviews from Paid Listings
  • Multiple URLS


  • Incoming Links from Paid Sites (PRLog, PRWeb, PRNewswire, etc.)
  • High Page Rank
  • Sidebar, Footer Links from Other Sites
  • Reviews from Paid Listings
  • Multiple URLS

About the Author: Jill Duty is the COO for MDPM Consulting, an Internet marketing firm for dentists and physicians. Call 972-781-8861 today for more information about SEO strategies and how to make the most of your dental practice’s marketing dollars.