Though ranking in Google can be a huge help for your business, it can also mean you’re quite reliant on it. Therefore, when it makes sudden changes to its algorithms, it can have a knock-on effect on your business. What’s more, these amendments to its algorithms are seldom announced in advance, meaning that you’ll only be notified if you’re in the loop and constantly checking or following Google’s social media accounts where they sometimes make announcements once there’s been an update.
The best way to prevent any updates harming your business is to “Google update-proof” your website. But, how can you actually do this in practice? Take a look at our tips below.
What is a Google Update?
When Google announces an update, it means they’ve made changes to their algorithm. Every update is designed to make the search engines results better for its users. After all, Google has always been a company that strives to improve its user experience.
So, if all Google wants to do is index better content for its users, it seems strange that some websites end up losing traffic. On the other hand, there are also plenty of websites that may benefit from the update. Many believe this is because it depends on the nature of what Google and updated, and the content on the business website.
How Does Google’s Algorithm Work?
Shrouded under a clouded mystery, there’s little actual insight into how exactly Google’s algorithms truly work. Google describes it as a mix of:
These ranking systems are made up of a whole series of algorithms, to give users the most useful, relevant information. To help ensure that these algorithms are meeting the high standards of relevance and quality, they test them and use external Search Quality Raters from around the world. They need to follow the strict guidelines set by Google in order to find the most relevant websites.
Sometimes SEO Can’t Help
Many businesses use SEO agencies to help boost their rankings on Google. However, no SEO will be able to save you from an algorithm update. Although it’s great for increasing your brand awareness and building your website’s internet presence, SEO can’t prevent the effects of Google’s changes. That’s because SEO doesn’t guarantee your website’s rankings, it simply helps them as much as possible.
This doesn’t mean that SEO is completely useless in terms of Google’s changing algorithms. SEO can make your website seem more trustworthy to Google, especially if you’ve built links to other authoritative websites. Similarly, you’ll also have a better understanding of how to rank for your chosen keywords. You could say that in some instances, you’ll have a better chance of hanging onto your ranking spot if you’ve got SEO focused content. But this isn’t always a certainty.
Ensure Your Website is Content Focused
Google appreciates good content. In fact, it’s one of the things that Google’s algorithm favors. Quick, 500-word blogs stuffed with keywords just aren’t cutting it anymore. If you really want to Google update-proof for online business, you’ve got to ensure you’ve got content – and lots of it. Relevant, useful content tells Google that you know what you’re talking about. The content that you publish on your website or blog should always be targeted towards your visitors.
All content should provide value to your visitors. It should also be well written, and keywords should be scattered as and when you can include them, meaning they’re as naturally placed as possible. Many of the websites that are hit by Google updates have poor quality content that’s been filtered out. When you produce and publish content, whether you realize it or not, you’re customizing it according to Google’s current algorithms. That means, whenever there’s an update, you lose your advantage.
The general rule of thumb is to focus on user experience. If you focus on your readers and user intent from the beginning, then you stand a better chance against those pesky algorithm changes. Producing and publishing high-quality content could never be neglected by Google, and it should help your site hold its own in the long run.
Don’t Rely on Google
The best way to Google-proof your online business? Don’t depend on it. There are many ways you can generate quality traffic to your website without relying on Google. App developers have worked hard to integrate social media channels into people’s everyday lives. So, when you’ve got a noticeable presence on platforms like Facebook, Twitter, Instagram and YouTube, there’s a better chance of reaching new customers. Many businesses have bypassed trying to rank in Google altogether, instead choosing to focus their efforts on building a strong social media precise.
Author Bio: Zack Halliwell is a writer in the business and marketing niche, giving advice on anything from the perfect branding to the latest tech releases. When not writing he can be found on long walks in the mountains with his faithful dog, Batman. Follow him @ZackHalliwell on Twitter.