Google is known for continuously making updates to it’s ranking algorithms. Recently there was a major infrastructure update named (by Google) “Big Daddy”. I was posed with a question about this update recently:
Concerning the “Big Daddy” upgrade – what’s your take?
a.) There’s no time to chase algorithms
b.) It’s not speculated to effect white hat techniques, and therefore, none of us should be concerned?
The Google “Big Daddy” update was mostly an infrastructure upgrade, more than a major algorithm shift. A big part of the update was to do a better job at identifying cannonical urls and filtering out subdomain spam. See Matt Cutts’ blog or WebmasterWorld for more info.
If a site is not doing the “stuff” that Google says not to do (scroll to Quality Guidelines) then a site should be fine. I don’t know how else to put that.
If a site invested heavily in things like doorway sites, link exchanges, text link ads on high PR sites, sneaky redirects, keyword stuffing, sub domain spam, etc, then it’s time to clean up if longevity in rankings is of any importance. This is true sans “Big Daddy” or any other update that Google makes.
Any update that Google makes should warrant attention from professional SEO consultants, but for the vast majority of web site owners, it is not worth worrying about. There are plenty of web sites creating good, interesting content and getting a few links here and there every month that have never heard of a “Google Update” and are doing just fine.
What small business web site owners should be aware of are Google’s webmaster guidelines. Follow those and your site may not only become less likely to be negatively affected by an “update” but it might also improve in rankings.