Adjusting with fast changing Google Updates
Till about a year ago, Google used to update its PR about every five months. Second last update on PR happened after about 8 months of previous, which was a little abnormal delay by Google standards. It kept various webmasters guessing as to the reason behind it. Though nothing was clear about the delay at that time and even matt cuts did not elaborate much on the issue, it is now becoming clear that Google was updating its algorithm to rank various sites.
I remember about a SEO site that openly used to claim that if you hire its services, you would be assured for Page Rank 5. Its own page rank now stands at 3.
Whether Page rank drives traffic or not, one thing is clear, it does bring a prestige value to the site and no webmaster can afford to ignore it. Webmasters need to keep pace with the Google’s algo to earn and retain the higher PR. This fast changing Google’s PR updates, to which many people are now calling as Google Everflux, has initiated many SEO theories and assumptions.
All that Matt Cutts had to say on this is "...I'm not trying to side-step the issue. I believe that a data refresh, which used to be every 3-4 weeks, is now happening more like every day. So the changes in ranking that some people were seeing on the 17th or 27th during the summer months can now happen every day."
Google Everflux is important simply because Google is so important to any webmaster or site. There's no denying that, whether you love it or hate it, Google will deliver the most search engine traffic to any webmaster who gets top rankings for his/her keywords. The other search engines shouldn't be ignored, but most of your search traffic will come from Google.
Whatever be the reason for this Everflux, it seems clear that g It probably means you have to put e is on “ethical” standards in the industry. Sites that used to carry on paid reviews, or indulge in link sales have suffered biggest loss in their page rank. The requirement of constantly creating valuable content and quality-relevant links related to your site's topic has become more acute than ever.
This is what you should be doing in the first place, but now you will have to work harder to keep your links in those top positions in Google.
Over time old links you had are being dropped, as Google re-ranks their links and index. The whole fall-out from Google's paid link crackdown is still being played out as webmasters scramble to devise new ways to juice-up their links. Google is firing back with new ways to keep its index supposedly honest, an ongoing, turbulent battle that will probably get more turbulent. As new sites and links become important there will be a constant change in the rankings within Google.
For now, if you count on Google for your search traffic, keep building quality links/content daily and don't forget the all important social bookmark sites... make sure you're building some good links from them.
No matter what warp-speed Google finally decides upon, valuable content is still the key to getting top rankings in any search engine. Adding fresh, valuable relevant content to your sites each day will keep them in the picture.
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