Since it’s inception and it’s growth to become the go to search engine for the majority of internet users, Google has tweaked, modified, upgraded and changed the way you search continually. Under the hood that is, the algorithm has been tweaked so many times it barely resembles that innocent little spiderbot that began it’s journey 10+ years ago.
Every time that they make a change in the coding, or an indexing priority change it effects the search results page and it’s relevance for the users. Last year for example in order to speed up the experience of search, Google implemented the Caffeine update which indexed and cached pages faster than ever before. Doubling the experience with Google Instant they brought the average search down to less than 10 seconds for the average user. The most recent major change was the Panda or Farmer update which was put into play to try and exlude major content farms and spammy websites from search results.
And a new shift which is underway, which only Google knows will take place, Google is currently reevaluating the relevancy weight that’s given to keyword rich domain names. In a short video blog, Matt Cutts discusses a few differences between domains in that you can go differing ways in search. With a brandable name, or with a keyword rich domain. And while there’s something to be said for having a keyword rich domain, it also needs to be pointed out that more often than not, brandable urls and company names prevail online. Take Twitter for example, you wouldn’t search for twitter by using social micro blogging site, you’d type twitter in the search bar, or even just directly into the address bar.
So just to be a little more clear in what Google has admitted they’re currently working on. They’re analysing the relevance of keyword rich urls to ensure they’re delivering proper results. And they’re going to be adjusting the level of relevance they give to keyword rich domains. Bear this in mind when the next SEO “expert” you speak to, who’s working from his basement or garage urges to you that you need to have a url with your keywords in it. Because after all is said and done, what’s in a name?