Understand that Google algorithm updates are an expected part of life. The largest search engine in the world, which values quality and user experience, has a myriad of updates, additions, and changes that are regularly rolled out and impact your placement in search. It is up to the SEO practitioner to stay apprised of such things according to Google’s ranking factors for quality pieces, helpful articles, etc. For example, last week there was a helpful content update and a core update that changed ranking factors to ensure all web creators understand what’s needed and anticipated for new content creation. Thus, this article will explore the concept of Google algorithm updates and how to shift your SEO mentality for success.
What Are Google Algorithm Updates?
A Google algorithm update is a change to the code Google uses to match relevant information in its search index to a search query. Therefore, Google implements hundreds of algorithm updates annually to constantly improve and optimize search for its users, and the majority never go public. However, a few times a year, larger scale algorithm updates occur that change the search experience more universally and seriously affect your rankings.
Why Should I Care?
Google implements algorithm updates to enhance search. When Google invests time and energy into an algorithm update, it has been decided for a reason, to boost the rankings of high quality, relevant, useful, and usable content and reduce the rankings of sites undertaking black hat SEO tricks and cookie cutter strategies. Therefore, if site owners fail to acknowledge these changes, they will experience losses in rankings, traffic, and revenue.
Critical Algorithm Update Developments
- Major Updates: These are the site wide updates that impact all of the ranking systems within the Google toolbox. These are the most extensive and powerful and change rankings across the board as Google rebalances the scales in what it feels is valuable.
- Helpful Content Updates: This is the update that helps content that is created for people to consume as opposed to overly SEO’d for search engines. This reduces ranking for low value, artificially created content and sites that place too much emphasis on SEO.
- Page Experience Updates: This is the update that revolves around quality signals related to user experience. This includes page speed, mobile usability, accessibility, and engagement.
- Spam Updates: These are site updates that are rolled out to reduce exposure of spammy endeavors. This includes keyword stuffing, cloaking, and link farms.
Why Algorithm Updates Impact Your SEO Plan
- E E A T Is Important
Expertise, Experience, Authoritativeness, and Trustworthiness are all top ranking factors. As time marches on and more algorithm changes occur, Google favors sites that demonstrate these qualities. For example, being an expert with in depth, well researched articles and building trust through authoritative backlinks. - Technical SEO Is Important
Many of the algorithm changes determine how Google is going to crawl and index your site. Make it easy for them. Conduct audits on a regular basis to make sure there are no technical glitches such as broken links, duplicate content, or poor site architecture. - SEO Isn’t a One and Done Strategy
You’ll need to pivot according to algorithm changes. You’ll need to troubleshoot as you go.
How to Troubleshoot for Algorithm Changes
- Follow Google Announcements
Google doesn’t keep its algorithm changes a secret when they’re too widespread; it sometimes lets its users know via its blog or Twitter. So, make sure you follow it there. - Pay Attention to Your Analytics
If you’re experiencing a drop in traffic, even slight drops or spikes out of nowhere, this could suggest that an algorithm change occurred and now your site is in the line of fire. Make sure you have Google Analytics and Search Console in place to keep you updated over time. - Understand User Intent
Answer your audience’s questions. Use tools like AnswerThePublic or even Google to see what people are inquiring about online related to your niche. - Have a Diverse Backlink Profile
Natural links from credible sources will maintain your position within the rankings during Google updates. Spammy links will give you a penalty down the line. - Perform Regular Site Audits
Being on the offensive with SEO audits will allow you to find out if things are going wrong before it gets out of control and impacts your rankings.
The Bottom Line
Ultimately, whenever the Google algorithm shifts, the search engine behemoth suggests that SEO is a never ending process. By paying attention to the shifts, prioritizing quality, and engaging in trial and error, not only will you be able to survive algorithm changes, but flourish.
Should you have any lingering questions about the recent changes or if you’re still not properly optimized for your site, contact SEO Guelph. Our SEO experts will guarantee you’re always one step ahead for continued success.