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As every experienced webmaster knows, updates in the Google search engine rankings and PageRank (PR) of web sites can have a huge impact - both positive and negative on site traffic. Coveted top listings are extremely competitive in all major categories, and tactics to achieve page one Google rankings are varied and complex.

Therefore, any change to the data streaming out of Google is critical to those who make their living from either managing or search engine optimizing web sites.

A major change in the Google data has been noted on April 22, 2005. It is the first such revision to Google’s data in 111 days - according to thePagerank and update list .The last update from Google was back in March of 2005 on approximately the 3rd and 4th.

The forums inSEO Chat andDigitalPoint are all abuzz with the reports for users as to what changes they are seeingfrom their own sites.The following observations have been made regarding this latest update. It appears that more some sites have dropped a point or so in PageRank. Interestingly, sites that did not initially have any PageRank assigned are now receiving some PR.

According to Mr. Yaniv Masjedi, Marketing Director with Ipowerweb.com: “Search engine placement is vital for the success of many businesses. We at iPowerWeb are regularly monitoring all activity on the major search engines. The total impact by the latest update on Google cannot be measured at this moment, but we definitely feel that this rare update in PageRank and Backward Links will alter the existing top 10 placement on Google.”

Mr. Garry Grant, CEO of Search Engine Optimization Inc. Search Engine Optimization Inc. made this comment: “This Google update has really helped our clients. We saw this coming and adjusted prior to the update. We changed critical and proprietary web site components which improved our client’s rankings - in fact, 99.9% of our client’s have gone up in rank. We have also noticed that duplicate or mirrored web site content has apparently been removed in this Google update.”

A cursory glance indicates that several sites which did have a large number ofbacklinks are seeing their backlinks number decrease. Specifically, many web hosting directories (a highly competitive Google category) have dropped in PR and the number of backward links.There is some conjecture that the type of inbound links may have beenrestricted even further in this update - although deeper and more extensive analysis has yet to be done in this area, due to the recent nature of these developments.It seems clear that Google is once again shifting it’s data (and therefore also potentially it’s search engine rankings), and the final results of this shift have yet to be fully realized.

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