A Google update will always invite controversy. This is due to the fact that whether a change they make to their search engine algorithm system results in subtle tweaks or seismic shifts in the way an entity climbs to the top of their search engine result lists, there will always be winners and losers. The search engine giant?s most recent set of updates, which involved both an overhaul of its Panda algorithm system and a culling of payday loan search engine marketers (who have, in all fairness, been working the system for quite some time) has elicited an especially cacophonous uproar of both applause and complaints alike. Let?s take a look at why people are reacting the way that they are—and more importantly, how these changes will affect future Google SEO for your Phoenix business. What did these changes do? As we mentioned earlier, the changes are twofold: First, the Panda 4.0 update is designed to make sure that more quality content—and not just keyword-laden nonsense—reaches the top of their search results lists. With this, a Phoenix SEO company could not, for example, simply fill a client?s page with keyword-laden nonsense. The payday loans update is designed to cut out spammy sites that try to work the system to climb to the top of search engine results, instead doing the work required to build a positive online reputation. Payday loan sites are notorious for doing this. Why people like the changes Sudden spikes in search engine results list rankings As a result of the aforementioned changes, sites have seen sudden spikes in their rankings. This is mostly due to the Panda 4.0 update, which more aggressively seeks out high quality content. As you can imagine, those seeing this benefit are ecstatic. More quality content and less spam for the masses For those who want nothing to do with the SEO wars, simply searching for something specific should yield much more relevant, higher quality search results as a result of the updates. Why people dislike the changes Sudden drops in search engine results list rankings Just as many sites have risen on Google?s rankings as a result of these updates, many others have fallen. In some cases, the drop is drastic enough to take a site from the top ten of a search to nearly being invisible on the exact same Google search. As you can imagine, many entities are not happy about this. Collateral damage As great as Google is, they are nowhere near perfect; this update is no exception. In addition to spammy, low content quality bearing sites being adversely affected, some sites deserving of Google?s wrath have been pushed down as a result of the updates. Although they are a minority, these entities are especially frustrated with the changes and are scrambling to figure out how to regain their rightful place among their high content quality peers. The general confusion that comes with Google algorithm updates Those tasked with managing SEO campaigns generally dislike Google algorithm updates—no matter how good or bad they actually are—for one reason: it makes their job a lot more difficult. After months of tweaking an SEO campaign to cater to one set of algorithms, they must now sift through the esoteric explanations associated with Google?s algorithms and hope that their adjustments yield positive results. Multiple updates at once Google has abstained from doing multiple algorithm updates for some time. Doing two updates at once—both the Panda 4.0 and payday loans updates—has SEO companies from Phoenix to NYC trying twice as hard to figure out how to resolve conflicts related to two updates at once; as we mentioned earlier, even one update would make life a lot more difficult for your Phoenix SEO company. For some, two updates at once is a nightmare. How you should adjust to these changes Make sure that your Phoenix SEO company is aware Like them or not, these updates are here, and you cannot get rid of them. The only thing that you can do is adjust. That being said, you need to make sure that your Phoenix SEO company is fully aware of them so that you know that they will react accordingly. You shouldn?t be working with any SEO companies in Phoenix who aren?t aware of such a major occurrence happening in their industry anyway.