Think about the last time you searched something on the internet. Upon hitting the ‘Enter’ button, Google returns millions of search results. The results shown are in the order they are shown primarily because of Google’s algorithm.
Google’s algorithm changes frequently and no one knows exactly how it is programmed. But you can utilize different strategies that are known to work in order to rank well in search results. These are called SEO strategies.
Your SEO strategy essentially tells Google what your website is all about and why it should be shown at the top of the results. In previous years, Google changed its algorithms drastically, which meant that website owners needed to adjust their strategies accordingly. Gone are the days wherein all it takes to rank high on search results is to fill keywords on your webpage. Now, Google’s algorithm is more intuitive and instinctive, and it is hard to outsmart it. Even if you do and Google eventually picks up that you are using “black hat” strategies, your search rankings will suffer.
There are also instances wherein you might be using “white hat” strategies, but because of algorithm updates, your website is negatively impacted and your search rankings take a dive. If this is the case, no need to feel so disheartened. Here are 4 ways on how you can minimise the negative impacts of Google’s algorithm updates.
1. Content is King
It is not enough to have relevant content on your website but the content needs to be good. Google is all about its users so it will award website that provides informative content to its readers. More than hitting the required number of words, it needs to have useful information to its readers.
2. Long-term strategies vs. Short-term strategies
Instant results can be helpful if you need a quick spike in engagement and traffic. However, this spike can only be superficial and not sustainable in the long run. In contrast, investing time and resources in refining your conversion rate and funnel marketing will yield better returns in the long run. Results may not be instant but it will be sustainable so be careful as to which strategy you tend to favour.
3. Be careful who you work with
When your website is gaining traction and getting more traffic, people will start reaching out with different proposals and opportunities. If you choose to collaborate with another website or feature another brand on your site, look beyond the zeros and focus what the collaboration will bring you. Make sure the other website or brand is reputable and shares the same values as you do. This will ensure a harmonious working relationship in the future.
4. Work collaboratively
There is no “I” in team. As cliche as it sounds, teamwork is needed to succeed. SEO is not a one-man job. Collaboration with other departments such as IT, UX, and PR is essential in order to successfully implement your SEO strategies. For instance, Google awards websites that have a seamless mobile experience. This is a job for the IT and UX departments. Collaborations with other websites, brands, and influencers is a job for PR. Indeed, succeeding in your SEO strategy requires a collaborative effort across departments.
There are more ways to ensure that your website is prepared for the next Google algorithm update, some more technical in nature. This article focuses beyond the technical aspect and more into the basics of SEO that are sometimes put at the back burner. By ensuring that your website is prepared for the next Google algorithm update, you are investing in its survival in this highly competitive market.