Sometimes there will be a big uproar in the SEO community
because of change in the way Google displays or orders search
results.
These changes are often tested in the wild before they are rolled
out to more search results.
Once a big change has been spotted by one or two SEOs, advice
on how to optimize for it begins to spread.
Remember the favicons in the desktop search results?
The upset that caused the SEO industry (and Google users in
general) was vast.
Suddenly articles sprang up about the importance of favicons in
attracting users to your search result.
Whether favicons would impact click-through rate that much barely
had time to be studied.
Because just like that, Google changed it back.
Before you jump for the latest SEO advice that is being spread
around Twitter as a result of a change by Google, wait to see if it is
going to hold.
It could be that the advice that appears sound now will quickly
become a myth if Google rolls back changes.
Is Google Just Testing?
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