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new algorithm change that hasn’t been launched in big scale before. This new rumored algorithm is called ESA, which is abbreviation from Equivalency Score Algorithm. According to Humaira Khan in her web article “SEO – Massive Changes Expected in 2013” says that ESA is expected to be one of the major changes in year 2013. She states that the ESA will be working the same as Google Adwords Quality Score. Hitesh Patel also claims in his article ”Google Equivalency Score Algorithm” (2012) that ESA would enable the pages with equal page rank to be displayed randomly. This would mean that the results might differ each time the user is searching something with the same keywords. Also Steve Fitzpatrick describes the ESA similarly in his article from November 2012, “Will the Google ‘Equivalency Score’ Algorithm Change Kill Your Business?” If this algorithm indeed was to come it is rather odd that well respected SEO analysts such as Danny Sullivan, Eric Enge or Barry Schwartz have not written a single article about it. They haven’t noted this “new algorithm” at all. Also from Google there has been no notification of such algorithm. Therefore I personally do not think this kind of algorithm is to be launched in near future. The articles assumed that the change will come in 2013 but as of now, fall 2013, it has not yet happened and also Google has not given any signs for this kind of change. To further explain my suspicions towards these articles and ESA change, the authors of the articles have not based their assumptions on any real evidence other than Google Adwords policy. Google Adwords team and Google search engine team are not cooperating or changing information with each other as a company policy for fair development, so there is no relevant background for this algorithm for the moment. The authors whose opinion is that the ESA algorithm is coming soon are not basing their assumptions on any relevant or trustworthy information source. I believe this algorithm is merely a rumor at this point but as the algorithms do change constantly it is best to keep following the news and updates. I included this algorithm rumor in my thesis since I believe it is important for SEO marketer to be up to date even about rumors and learn to differentiate the rumors from reality. 26PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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