Introduction to Google’s Site Reputation
Google’s Danny Sullivan discussed what happens when a website begins publishing content on a topic that’s different from the one in which it had gained a sitewide reputation. His comments were made at Search Central Live NYC, as part of a wide-ranging discussion about site reputation. Sullivan’s insights provide valuable information for website owners and content creators who are looking to expand their topics.
How Google Views New Topics on a Website
Introducing a new topic to a website won’t result in the site taking a hit in rankings. However, what could happen is that Google might try to figure out how that content fits into the rest of the site. According to Sullivan, it’s not bad to have a website cover multiple topics or to start writing about something new. He used the example of a website that started writing about snowboards and then wanted to start writing about skis. Sullivan reassured that this change in topic won’t negatively impact the website’s reputation.
Understanding Site Reputation
Sullivan explained that Google looks at how different one part of a site is from another. If a part of the site is vastly different, it may rank well for a time based on the reputation of the entire site for the main topic, but then the new section may lose rankings. This loss in rankings is not a penalty, but rather a recognition that a section of a site is so vastly different that the reputation of the entire site doesn’t really apply for that particular topic.
The Mini-Site Metaphor
Sullivan used the metaphor of a “mini-site” to explain how Google might split off the reputation of a new section of a site from the rest of the site. This allows the new section to earn its own reputation for its topic, rather than relying on the reputation of the entire site. This approach makes sense, as it enables Google to understand that a collection of pages is on one topic and another collection of pages within the website are about a different topic.
Conclusion
In conclusion, Google’s approach to site reputation is nuanced and takes into account the different topics and sections within a website. By understanding how Google views new topics and site reputation, website owners and content creators can make informed decisions about their content strategy. Ultimately, the key is to create high-quality content that resonates with your audience, regardless of the topic. By doing so, you can build a strong reputation for your website and improve your search engine rankings over time.