There’s a lot that goes into an effective SEO strategy, and just when you think you’ve nailed it, along comes yet another algorithm update that forces you to think fast and adapt. While you might hear only about the big updates, Google updates its algorithm in smaller ways on a daily basis. We can choose to view these updates as challenges, but they’re also what keeps search engine users coming back because they know they can count on the results.
In other words, as much as we hate to admit it, quality businesses depend on these algorithm updates to survive in a digital world that’s filled with competition.
Still, acknowledging this doesn’t always make the changes any easier to swallow. Sometimes, an update will come along that forces certain businesses to practically reinvent their digital strategy. In the long run, this is a good thing. However, it presents immediate challenges.
So, what’s the best approach when Google presents yet another major update? Do you go all in and revise your strategy from top to bottom, or do you sit back and let the dust settle before you decide what is and isn’t worth your time? We all had to answer this question recently when Google revealed a core algorithm update this past summer.
Here’s what you need to know about adapting to Google’s algorithm updates, whether it’s their most recent core update or one of the inevitable updates we can expect to see in the future.
Understanding What’s Behind Google’s Major Updates
Before you let a Google update cause your stress level to rise, stop and consider what their updates are all about – making the internet a more enjoyable place for its users. This was something that Google set out to accomplish with its major core algorithm update this past summer.
In the past, search engine optimization relied heavily on businesses building up their content and web pages to appeal to crawlers that searched content robotically, looking for easily identifiable signals. There was no nuance to the process, either the signals were there or they weren’t. Today’s SEO is capable of picking up relevancy, intent, and value through subtle signals. If you want to rise to the top of search results, especially after the latest core update, your approach to SEO needs to be focused on the consumer and not so much on Google.
So, does Google want you to go in and revamp your website and your content just to meet the standards of an algorithm that’s weighted somewhat differently than it was a few months ago? The general consensus on this is no. In fact, Google has actually said that there’s no “fix” for pages that are lesser performers other than building them up with great content.
They also went on to say that some pages will notice drops in traffic with the core update, while others will see gains. It isn’t that underperforming pages are being penalized in any way, but instead, the update benefits high-quality pages that previously went unrewarded in the past. The best way to deal with this update is to focus on creating valuable content, building authority and putting in the time to make sure your website is built around maximizing the user experience.
Test, Measure, Analyze, Repeat…
Most businesses haven’t been dramatically affected by the most recent core update. Still, it’s important to track your SEO performance in relation to Google’s updates. While major updates aren’t an everyday occurrence, the fact that algorithms are shifting every day on a smaller scale is reason enough to consistently track, measure and analyze your SEO.
An algorithm update can have an impact on some of the most important outcomes of your SEO campaign. For example, an update can cause shifts in your ranking position, the amount of traffic your website receives, overall visibility, conversion optimization and ultimately revenue.
If you’ve been tracking the performance of your SEO haphazardly, now is the time to make it a higher priority. Google’s updates are usually intended to reward behavior rather than penalize, and consistently measuring your results is the best way of discovering where your strong and weak points are so that you can adapt your strategy accordingly.
As mentioned, Google has said that there’s no major shakeup and that most websites don’t need to do make any significant changes in response to their most recent core update. If there’s one thing you can do to increase visibility and improve your current ranking, it’s putting all your focus on user experience.
It’s officially time to do away with the mindset that you should be striving to appeal to search engines and begin to put more effort into appealing to your audience. This means a commitment to quality content that’s valuable and relevant to your target audience, and it means making local SEO, mobile optimization and usability factors like page speed top priorities.
Focusing on these elements will not only earn you a few kudos from Google, but you’ll also automatically be better positioned to weather the next big algorithm update that’s undoubtedly lurking around the corner. These priorities, plus a dedication to conversion tracking will help you succeed in the super-competitive digital world.
Search engine optimization is complex and often proves to be more difficult than many businesses initially anticipate it being. Frequent algorithm updates don’t make the process of building a brand online any easier. That’s why we’re here to help.
If you’re a business that wants to know how to approach search engine optimization to achieve measurable growth, we’re the SEO agency that has the experience and capabilities to move the needle and propel you forward. We can help you navigate Google’s algorithm updates and rise to the top of search results. We invite you to contact JLB Florida today and speak with one of our professionals about how our SEO services can provide you with the competitive advantage your growing business needs.