It appears that Google has updated their algorithm behind the PageRank (PR) bar in the Google Toolbar.
This would appear to be the second time they have worked on the PR algorithm in the last 2 years. The previous update did little other than dropping PR across the board. This change is targeted and has some marketing folks in a tail-spin.
Bad Links
According to Matt Cutts, a Google insider, the algorithm change is targeting "bad links". Google repeatedly says that you should not rely on traded and purchased links to boost your PageRank. They say that the best links are one way and freely given.
I'm here to tell you that idea works really well for Google but it rarely happens in reality...
How should you react?
If you are actively buying or trading links via an affiliate program you need to reconsider and quick. Google is highly sophisticated and they can tell if links to and from your site are mixed in with links to gambling, porn, cartographers, etc.
Do you sell Adsense content-network ads on your site? It's possible you will see a PR drop for links outside of your industry...
How Will First Scribe React?
We won't. We don't sell or trade links. We are listed in some small business directories and I can't see that as a negative impact on our site.
Our PR has fluctuated between a 5/10 and a 6/10 over the last 4 weeks. I'm seeing similar fluctuations on our competitions' sites so I'm not alarmed.
Interestingly enough - our organic search engine rankings increased as our PR moved. Some competitors are no longer on the first page...
Is it permanent?
Yes and No.
The change happened some time in the Sept. or Oct. and they will undoubtedly tweak it again this quarter. Google often makes algorithm changes that over-reach the target and then they tweak it back.
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