Google ranking issues since changing theme

[RonnyMac]

I'm certain that much of the fear of Google changing rankings for this change or that change is anecdotal vs. scientific. Google's rankings are based on a variety of factors, the largest of which is a combination of high rank links in to a site, and the site's content (not theme). Other factors, such as keyword density, URL string, meta keywords, et al, are valued much, much less.

I've had sites completely change a 'theme' (redesign) with not a blip from Google. I've had sites completely change from one CMS to another, and the URL string undergo a dramatic change-- not a blip from Google. But I've never had Google search results go all wonky on a site because of such changes.

What Google wants and gives is what Google says they want and give. Incoming links to a site. Content that's relevant to the incoming links. After that, there's nominal influence from URL string, meta keywords, keyword density, et al.

That said, experience shows that Google, for all their math and pomp and circumstance, cannot accurately determine original, 'quality' content (which they say they want but fail to define). Their recent changes (the notorious and so-called Panda optimizations) prove that more than ever, as search results often point to 'branded' sites vs. non-branded sites. On questions about 'quality' and 'brands', Google's online representatives are remarkably mum.

The emperor has no clothes. But he's the biggest emperor in the land.