The latest Google update nicknamed 'Jagger', has, and is, causing major distress to web site owners the world over. As with most Google updates there is an initial period of movement in ranking position. This can be, and often is, quickly followed by a cavernous empty feeling in the pit of your stomach. However, before you panic and think about leaping from a tall building, or shooting your local Search Engine Optimization (SEO) expert, take a deep breath and remember this is normal and natural, the dust will settle. Google updates can last anywhere from 1 day up to 8 weeks depending on how extensive the update may be. With an estimated 16-24 billion web pages in its database, is it any wonder these updates take as long as they do?

During this update period web site owners will see their search engine results vary from day to day, (if not hour to hour), sometimes with wild swings in either direction. Don't Fret! For any given key phrase the ranking results can drop from 1 to 100, or visa versa (cross your fingers). Either way don't become too attached to these temporary results, they will change. One way to put your fears at ease during this transition period is to check your Google Page Rank (PR) and see if it has moved as well. If it has stayed the same then you can be fairly certain the key phrases will bounce back. However, if your PR has dropped as well as your key phrase ranking then it may be time to take a closer look to see what is going on. If you are unfamiliar with obtaining a Google PR please use the link below for an on- line check:

http://www.freelance-help.com/google-ranking-report/pagerank- checker.php

Google only updates their Page Rankings a few times a year, and depending on where you are this is either a blessing or an excruciating long wait. This lag time does, however, make it a fairly good barometer with which to gauge your site. As with most aspects of SEO this can change without any notice or logic.

With the ever changing multitude of contributing factors to Google's elusive ranking algorithm rest assured that if your site has suffered lower ranking so have millions of other web site owners. Granted this doesn't really help you sleep at night, that's what Ambian is for, but it does confirm that you, and by you I mean we, are not doing anything wrong with the site. Just wait and watch, once the update is over and the dust has settled we can see where we are, adjust our SEO plan accordingly, and continue gaining key phrase dominance!

James Lipson owns a professional web site design and development company whose main focus is custom web site design and Search Engine Optimization and Recognition. Contact James today at http://www.websight.org for more information.