With an ever-changing Google Algorithm – Find out how, why and what you can do to get to the top
When Google is deciding to rank you on their search engine they go through an incredible 200 factors. The algorithm that works through these is not only a closely guarded secret it an ever-evolving closely guarded secret with over 500 changes made to it on a yearly basis. Every so often Google releases what’s known as a ‘Broad core algorithm update’ this can be good or bad for you depending on the specifics.
The most straightforward way to see it is to picture canvas for a painting and think of daily updates as a speck of paint on the canvas, but then the ‘broad core algorithm comes along and is a whole tin of paint that gets thrown over the canvas. These are the updates that make people take notice. These updates have stricken many companies. Pandora springs to mind falling by 28 percent after the last ‘broad core update’. Before we go steaming on into what is changing and what you can do, it’s best to get some perspective.
Google And Updates
Google has a tag of being vague about information, but they did give out guidance in March so what exactly did it say?
That was taken after a broad core update, and it was concerning trying to get some clear answer on how it negatively affects businesses and it can be said the answer is still pretty vague.
For many businesses out there you can deal with being down a few ranking places and the ‘performing less well’ tag, but when you’ve just plummeted out of sight with your marketing campaign, that kind of response is unlikely to satisfy you. If you have recently dropped down and lost ground or are looking for information on the best way how to avoid it in the future, then carry on reading as you’ll get to see that Google are not very coy at all. Plus we’ll take a look at how you can steer clear of nasty falls down your rankings and how to get higher up the ladder.
Why Are There So Many Algorithm Changes So Often?
Google has competition and opposition like every other business; it’s a big part of how they stay ahead. Google has managed to achieve search engine supremacy on the back of merely delivering what their customers wanted. When someone searched they got their answers, this may come across as too simplistic but the user experience is at the heart of what the updates are about, and that is why the algorithm was designed. Around 90% of all searches conducted globally go through Google – a market dominance that only businesses operating in a niche market could aspire to achieve.
However, Google doesn’t rest on its laurels and admire what they have achieved as they need to keep evolving their algorithm to stay ahead of the competition before someone designs a more complete solution. With recent history in mind, an excellent benchmark to avoid is what happened to Nokia and a lesson in how to keep ahead of the curve in the tech industry. Rise, dominance, disastrous fall, it can happen very quickly in these times.
Why Should Google’s Algorithm Matter?
If you are unaware of the statistics that you are up against let’s take a look:
- Over 67% of internet user will not look past position five on the first page of Google results
- The first page of Google receives 95 Percent of all website traffic searches
If you are descending the Google rankings this reading can be pretty tough. The first noticeable result is your Click-through-rate (CTR) drops dramatically.
- First Position – 35% CTR
- Second Position – 15% CTR
- Third Position – 10% CTR
- and it gets worse from there
So from a business’s perspective when Google says ‘There’s nothing wrong with pages that now perform less well’ that’s not strictly true. You must continually work on your organic ranking as this is the long-term ranking that if done naturally will set you up for the future.
Who Came Off Worse And Why?
The latest broad core update (in 2018) has been assigned the name “Google Medic Update” which was named that after medical and supplement websites being hit the hardest. In the UK several companies came off considerably worse than other here’s three:
Why these particular sites were badly affected will become more evident in a minute. For now, just think for a moment about healthcare and medical sites and what a user would want to see when visiting their websites and what they wouldn’t want to see. Bear in mind when you are thinking about this that Google’s focus is on their user and their user experience so if Google gets it wrong others like Bing are waiting to pounce and their market dominance starts to wane.
Google’s Endless Quest for High-Quality Content
Personally, I don’t think Google is vague, in fact, they are just behaving as many would when they have intellectual property or if you were on a first date, as they are not going to give you everything straight away. Google’s entire existence is related to providing their users with the information they require in the least possible time.
If you want to take advantage of the rankings, then the focus needs to be on what the user can expect to gain from visiting your site concerning what they searched for. Google wants ‘high-quality content’ this should not come as new news to anyone as it’s been pretty much front and centre of their core message for a while now.
So What Affect Can You Have?
Let’s start with Google’s Guidelines.
If you have the time and the patience it’s worth rolling up your sleeves and taking a good look but here’s a quick brief as a quick guideline:
- Create for the user, not for the search engine, the user experience is the focus
- Do not try to trick anyone into visiting your site; there will be consequences
- Differentiate yourself from your competition, look for a niche
- Provide value to your visitors – work out what’s cost-effective and what customers would find as a good solution/option
Sounds Relatively Dull So Far?
It comes down to this: be an expert in your field or niche area, be in-depth and be original and engage your audience. Also if you are an expert in your field or niche but not with SEO and/or time then seek out an SEO Agency or SEO company and put it under your marketing budget, it’s a very wise investment to work with a professional if you simply do not have the time to devote to it.
The health and medical sites that didn’t tick those boxes would have been hit by Google’s update, and it will continue in this vein. Gone are the days of fancy images and overused keywords driving your rankings, now it is all about content, engagement, call-to-action buttons and so on.
How To Simplify Everything
If you can stop thinking for a moment about the Google Ranking, how to negate it or how to find a way around it and look at it as the long-game. If you find a unique selling point, make your business come across differently to your competition, back that up with engaging content and value for money products you will be well on the way to organic SEO results and cement your place (over time) towards the top of the search engine.
Conclusion: Spending too much time focusing on Google’s next move could be putting you off the fundamentals of what you need to do. As if you follow these principles and deliver on user experience then the Google updates won’t be an ‘Update’ to you they will just be a ‘Tweak’; which should if anything benefit you, and that is a game you can win.
Author Bio: Sandy Bennington is an experienced tech blogger with an interest in business affairs, she loves eating out and is quite decent in the kitchen herself. She is associated with https://www.seocompanykuwait.com who is a SEO company based in Kuwait serving the region.