Just when you think you’ve got it nailed, Google updates their organic search ranking algorithms to keep us all on our toes. How do we respond to these potentially strategy shattering, system altering mind-bending SEO updates? Calmly and professionally of course. With perhaps a few more coffees and the occasional cuss word.
2013 is often remembered in the industry as the year that SEO changed forever. Google enlightened digital media with three major algorithm updates, Panda, Penguin and Hummingbird. Gratefully, the changes bought with it a proper way to optimise content. Prior to 2013, keyword density was often upheld over quality writing, which led to keyword stuffing, poorly written and boring content that did little to inform or entertain the reader.
Optimising content now requires great writing. Compelling and valuable thought leadership content that makes a brand, company, product or person stand out from the crowded zero’s and ones as a credible resource. As a result we’re gifted with blogs, articles, press releases and clever web pages that impress, resonate and engage.
On the 10th Nov 2016 MozCast detected a major update with a spike on November 10th and another on the 18th. According to moz.com, Industry chatter was high during both periods. Some suggested that the second spike was a reversal of the first update. Google has not confirmed either event.
So what do we do?Stay Calm and SEO like nothing has happened.
Really, there’s no point in panicking and running around the Internet flailing your arms. Google doesn’t send out a detailed instruction manual to selected digital marketers, we’re all in the same boat. We have found that careful observation of our websites is the best action to take in the early days. Simply, we need to evaluate whether our sites have been impacted, positively or negatively.
More often than not, we observe very little change, or a ranking boost. Why is that? We are delivering SEO the right way. Google’s intention is to deliver the best answers to their customer’s questions. They constantly change their algorithms to ensure webmasters are creating better websites. Those trying to boost rank by spinning poor content and buying links are usually the ones to suffer.
If a drop in rank is observed following an update, it’s time to evaluate the site. Checking and reading the Google Webmaster Blog is a priority for some insight into what the update what intended to target. If Google is not clear, credible industry websites will provide suggestions needed to make gradual adjustments one at a time to an affected site to gain a good understanding of what’s required.
Then we’re back on top of the game sipping virtual martinis as the SEO bar and waiting for the next update.