The latest Google update, coined the "Jagger Update", has resulted in a significant number of web sites losing their top positions on Google.  It is very unfortunate timing as Christmas is fast approaching, however it is no surprise. This will be the third year running that a Google update of this magnitude has occurred at this time.

These updates always create hysteria about what Google is up to. All sorts of webmasters emerge on the forums, some with doom and gloom predications about the end of SEO, others with wild theories that they believe are the definitive solution to everyone's problems.

Usually many of these webmasters are quite off the mark, having less than 5 web sites to base their theories on. In the scheme of things, this is a very inadequate test group.  Our SEO team is in a very fortunate position in that we have access to one of the world's largest test groups of websites undergoing SEO.  By analysing the 1200+ web sites in our database, we are able to see patterns that emerge from each Google update.

From what we can see at this stage, the latest update has focused on the evaluation of external links to a web site. There is no indication that the update is penalising reciprocal linking. The update seems to be simply assessing external links differently. The update has presented some new insights to the Google algorithm which we will be applying to our own formula for SEO.

In simple terms, as always, the best approach to SEO on Google is trying to simulate a natural progression in search results.  Sites need to be developed in accordance with search engine guidelines and linking needs to be built up slowly and with care. 

In regards to the sites that have lost rankings, if the Google update follows the patterns of its predecessors, there should be many sites that regain their positions shortly after Christmas.  Web sites that do not regain positioning will require more attention to their external link network.  Our team will be working closely with these sites to restore rankings.

One more area that I believe needs clarification is the 'backward links' feature of the Google toolbar.  Many webmasters believe that the backward links displayed by Google are the only links that are being assessed for search rankings.  This is simply not true.  This tool is for Google users to locate similar pages to the one been viewed.  Google are well aware of how the tool is used by webmasters in an effort to understand the Google algorithm.  Google stopped providing the complete list a long time ago.  Now the links displayed are just a snapshot of the links Google will use for its algorithm.

To get a more accurate measure of how strong the backward links are for a web site you will need to do the following:

1. Enter a search into Google for the URL in question.

2. Select the Google option for web pages that 'contain the term' (as shown below).

3. Look at the quality of the pages displayed. The main criteria for good linking is that the links are relevant to the search being made. Links from directories such as DMOZ and Yahoo will greatly assist search engine positioning. Also, links from government or education sites will be of tremendous value.

A lot more depth can be taken to accurately assess backward links. In most cases however, these basic guidelines will provide a clear idea of what is happening. If you do decide to delve further into assessing links, the attributes of the page that contains the link will need to be looked at. The size of the link text, the position on the page and the number of other external links will all play a part in determining the strength of the link.

Determining the Google algorithm is no easy task. The best approach is to ensure that we keep within the guidelines laid out by major search engines such as Google. More than ever, the development of strong linking with other web sites is essential in achieving top positions.

As with all past updates, many people will jump on a forum to try and ascertain what is happening. Please remember that the SEO forums are filled with amateurs trying to assert themselves as being Google experts. In reality these forums are very misleading and best avoided as the paranoia created from them can be quite overwhelming.