Last week Search Engine Watch posted an article which referenced a post from Aaron Wall regarding an algorithm shift in Google. Basically, mid-January many “brand” companies started showing in the Top Ten of the organic search results without doing any “real” SEO … they just “showed up” because they were “branded.”

For the last week many have stated “this is the end of SEO as we know it” or “this is bigger than the Florida Update.” Sorry, I don’t see it. Let me just ask you a question….

If this update is so big and will basically kill off SEO as we know it, why did it take six weeks for it to be a discussion? After all, as soon as Update Florida hit, there was blood in the streets that afternoon … but six weeks?

The answer is simple really. The update only affected upper-level keywords … mainly one-word keyphrases. No one really cares about keywords such as electronics, airline tickets, mortgages, gifts, etc. as those keywords don’t convert well.

I do hope this news doesn’t spur some “Guru” to come out with a “business saving” product to reverse the effects of this new “algorithm change.” That would be a joke in my view. We’re all smart marketers. We want to rank for the keywords that actually bring us revenue. Non-converting traffic is a waste and a huge distraction.

Ignore the posts that the “Sky is Falling” with this update. If it was, we would have been discussing this in January, and not in late February and March. I see no significant change in my rankings or revenue.