Google updates its algorithm routinely. Its goal is to provide users with the most relevant results for their search patterns. The algorithm updates always seem to affect either a larger or smaller percentage of sites. While it may be impossible to predict a change, you can get in the habit of being aware of changes when they happen and react to them accordingly.
It’s a never ending vigil on a site owner’s behalf. When you can no longer keep the watch, it becomes time to trust the wisdom and experience of digital marketing experts who track Google algorithm changes as if they were an animal in the wild stalking its prey.
Things Can Get Complicated with Google
Google continually makes algorithm changes, but they don’t always let the world know when it happens. They may tinkle with their algorithm thousands of times a year. Here’s the stark reality! If Google wanted SEO to be easy, it would be easier for sites to rank and make money. This, of course, would inspire companies to spend less money on Google Ads to get your attention.
It’s complicated because Google wants to make money while providing users with the best online experience at the same time. These users are people who keep coming back to find products and services — which inspires companies to spend more money on ads. Ultimately, the sites that perform best are those who can track and comply with algorithm changes. Here’s the solution.
1. Focus on the customer. In the long run, this is the one thing that really matters. Give customers the products and services they need and want, and they’ll keep coming back for more.
2. Refresh your content. Update your online content and lift it from mediocrity to a level that people will find amazing. This will be relevant content that people want to read and share. Use a software tool that enables you to list every site URL, meta description, and number of internal and external links. With the right tools, you can gauge the number of backlinks and social shares tied to each URL.
Optimize pages that are popular and that have ample traffic, backlinks, and social shares. Delete pages with little or no search traffic, backlinks, or social shares. It’s okay to redirect pages with similar content to another site page. Redirect from the least popular pages to ones that are more popular. You also know the old saying: “If it ain’t broke, don’t fix it.”
3. Take an international approach to ranking. Try to rank in other countries. You may not realize it, but it’s sometimes easier to get to the top of Google SERPS when the main language isn’t English. The search parameters may not be as high, but the competition will be lower.
4. Pay attention to broken links, media files, and images. Google will ding sites with broken links. Remember, Google wants users to have a favorable experience.
Your Brand’s Health Is the Key
Continue to build your brand. A strong brand helps to build traffic so you won’t have to rely too heavily on Google search results for traffic. A positive and recognizable brand is important because the perception and trust of customers help businesses survive and thrive.
Evaluate your brand and keep in mind that consumers may view your brand differently than you do. Recheck colors, logs, and fonts etc. What do consumers think about when they associate with your brand? How does your brand communicate in all your social media venues?
We Know It’s a Lot to Consider
There’s a lot to consider with respect to SEO and keeping up with Google’s algorithm changes. Google’s goal is to make sure that no one games the system. Your job is to corral Google’s algorithm with a website popularity that Google won’t be able to resist. Consider the advice of the experts; study and master positive, effective SEO techniques.
When trying to figure Google out becomes overwhelming, and it will at times, focus on creating the content that people will want to engage with and share. This will satisfy Google’s algorithm no matter what direction it takes or how often it changes.
