How Do I Stay On Top Of Algorithm Changes?
You work hard to maintain a winning SEO strategy for your business. You might update your strategy often, but Google is probably moving faster than you are. Did you know that Google updates its algorithm around 500-600 times a year? With Google changing its ranking system and other variables multiple times a day, how is it possible to keep up? You might wonder how your business can adapt to all these changes to stay ahead of the competition.
Changes in technology are inevitable. The most successful businesses are able to adapt to these changes instead of resisting them or ignoring them. It might feel impossible, but the good news is that it doesn’t have to be. These simple tips can help you avoid getting overwhelmed by Google’s algorithm changes.
Differentiate between significant changes and smaller ones
Many marketers, especially those working with small businesses, say keeping up with algorithm changes is their number one marketing challenge. However, learning to focus on large changes instead of smaller ones can help you prioritize what’s really important.
For instance, major updates to Google’s algorithm in the past have included the Pigeon update and the Bert update. The Pigeon update increased the importance of using local keywords to attract local businesses. Many local business owners adapted by tailoring their content to their geographical region. The Bert update made it more important to understand what users are searching for and why. This update ensured that users’ search results were answering the specific questions they were asking. Businesses responded by tailoring their content to meet users’ needs when searching.
Changes like the Pigeon and Bert updates altered the SEO landscape for good. However, most changes are much less significant. It’s vital to identify which changes you should react to and which changes you can simply monitor.
Listen to what the experts are saying
How will you know when to react to algorithm changes, and what that reaction should be? Following SEO experts can help you cut through the noise and figure out what’s really important. Find a trusted SEO expert online, and make a habit of reading their updates. You can also follow hashtags on Twitter like #GoogleAlgorithm to ensure you don’t miss out on something big.
Bookmarking SEO experts’ blogs can help you remember to check in with them. Subscribing to an email newsletter is even easier!
Use tracking tools to monitor changes
There are several free tools that can keep you from being blindsided by algorithm changes. SEMrush Sensor is one of these. It will keep you notified of any changes, and it also provides helpful data to help you optimize your existing strategy.
Monitor your rankings after a major update
After a major update, it’s important not to be too reactive. First, take stock of what impact (if any) the update has had on your rankings. Make sure to have an account with Google Search Console set up, so you can use it to track changes.
Pivot your strategy in small increments
Even after a major update that’s affecting your rankings, it’s important not to make too many changes at once. If they’re successful, it will be hard to pinpoint which ones were really necessary. Make changes one at a time, and assess each one’s effectiveness before moving on to the next. You might be surprised by the difference a single, small change can make!
Take advantage of Google Alerts
Google Alerts can help simplify your quest to stay on top of algorithm changes. Choose the keywords to track, and let Google do the work. When algorithm changes affect rankings for those keywords, you’ll be among the first to know!
Prioritize quality in the long term
Google’s goal is to provide users with high-quality content and remain their go-to search engine. The Google algorithms, and their updates, are tools designed to achieve that goal. As Google algorithms become more and more successful, they’re becoming better at identifying high-quality content.
What does this mean for your business? When you adapt to a new algorithm, you should prioritize quality over quick wins. High-quality content helps you promote your product, but it’s also:
Helpful
Thorough
Informative
True
Focus on producing content that solves users’ problems and satisfies their curiosity. This will help you win the game of Google’s algorithm changes in the long term. It’s important to research exactly what your customers are looking for–and then provide it!
Optimize the user experience on your website
Producing quality written content can only take you so far. Google has made it clear that they take all aspects of a website into account when determining its “quality.” This means your site’s visual appeal and ease of navigation matter, too.
If your website lags or crashes, Google definitely won’t prioritize it in search results. Keep in mind that Google understands text-based content better than images. This means you should have plenty of relevant text-based content. Text that’s incorporated into your site’s graphics isn’t enough. A site that’s confusing, outdated, or hard for users to navigate won’t rank very high, no matter what.
Treat Google’s algorithm as a friend, not an enemy
Staying on top of algorithm changes can be overwhelming, and it’s easy to see Google’s algorithms and updates as the enemy. However, to some degree, you can change the game by changing your mindset. The goal of Google’s algorithm is to help people with a specific desire or need to find businesses that can satisfy them. When you produce high-quality content, Google’s algorithm becomes a tool in your hand that can help you edge out the competition.
Choose a marketing team with the skills to adapt
It’s important to work with a marketing team that understands how to adapt to change. At Personalized Creative, we’ve got the right tools and skills to help your business navigate algorithm changes. We understand that your business is not like all the others, and we’re committed to giving you the personalized care you deserve. Give us a call today to start a conversation about your marketing needs.