Think back to the early 90s and 2000s, when Google was shiny and new. In the good ol’ days, Google’s search algorithm provided the most organic and relevant search results ranking webpages based on a relevancy score. Over the years, in order to remain competitive with other search engines and avoid being gamed by scammers, Google tweaked and prodded and twisted and expanded their algorithms into what is now a complex, emotional beast with a knack for swallowing websites whole. The most compelling tidbits on what makes the Google algorithm tick is a closely guarded secret in the Google tank, sensitive to the most basic semantics. Here are three major ways to make the 2017 algorithm changes work for you:
1. Quality over quantity, my friends. That old adage is famous for a reason. Google has a temper when it comes to blogs that push out poor content in order to sell services and merchandise, or websites that bombard visitors with click-bait ads. With the recent push for legitimate and fact-checked information across the media, Google has fixed algorithms that focus on suspicious-looking sites, so make sure your webpage isn’t one of them. Don’t buy reviews or shares, avoid paraphrasing tools or import links, and follow practices that uphold the integrity of your brand. Goggle works best with authenticity.
2. The content needs to be good. Content that’s crafted around your brand’s campaign will rate you higher in the mysterious vortex that is the Google algorithm. Make sure your content is doing one of three things: educating, entertaining, or informing. Any content you create and share should tie directly back to your brand, your mission, your values, or your field in some manner. While Google’s algorithm tends to scan through written copy the most, this is a great rule of thumb for all digital media. Make sure to keep it relevant.
3. Optimize your search terms. Search engine optimization (SEO) can be tricky, but the results can justify the task when done correctly. Yes, focus on words that relate back to your brand, but don’t hesitate to include other descriptors like location, field terms, or even competitors’ names. In addition, experiment! Tweak your blog titles, your search terms, your content just a bit, and check your analytics to see how those modifications affect your leads. Drop the changes that don’t work, and incorporate the ones that do into your SEO strategy.
As does every year, 2017 has brought about many subtle changes to Google algorithms that make it necessary to constantly re-strategize. Follow these tips and with a little patience, you’ll see your name on top. For more information on how we can help maintain your brand online, check us out at here.
