A continuing story with MSN – they just can’t seem to get it right, no matter how hard they try. Their latest update, which hit Friday was such as disaster that they did a rollback today. While this isn’t the first time – it certainly won’t be the last.

The latest Google Update has been named “Pluto” and can be seen on two verified datacenters: 64.233.187.104 and 64.233.187.99. Personally, I am against naming “updates” that are just backlink/PageRank updates. Named updates should be for major algorithm updates only.

On our test domains, we are seeing a strong rise in backlinks – but of course, this is old information. There is discussion on the forums that this is a “revert” update – meaning Google has gone back to an old index while it retools things. I have gone through and checked all of our test domains and nothing that I have seen supports this theory.

While many webmasters spend time looking at the changes in backlinks and complaining about this and that, killer marketers look at the traffic levels, conversions and revenues.

The name comes from the news of the planet Pluto’s pending demise from the rankings of a recognized planet.