Digital marketing specialists and website-building agencies are constantly discussing the virtues of following the best practices that will ensure your website charts high in Google’s search engine results page. Google’s algorithm ultimately determines your ranking.
The problem is that nobody outside of Google knows precisely which factors the current algorithm rewards.
By this point, there is a strong consensus on the essential steps you need to take to rank favourably (quality content, backlinks, schema markup). Still, the exact recipe for online success at any given time remains an ever-changing mystery.
To keep everyone on their toes, Google constantly adjusts their algorithm throughout the year. Typically, these “core updates” aren’t anything to lose sleep over. That said, if you suddenly notice a drop in your website’s ranking or a slowdown in online traffic, it may be due to Google’s latest parameters.
Understanding Google Algorithm Updates
So, what’s involved in a Google update, and why is it potentially significant for your website?
Imagine you’re participating in a competition for the best-tasting cake. You arrive with a triple-layer sour cream chocolate concoction you’re incredibly proud of. Unfortunately, your entry doesn’t even make the top ten. A few weeks later, you discover that all the judges hate chocolate.
And guess what? You’re attending another contest with the same judges in a few months.
What do you do?
Many cakes contain the same ingredients, but that doesn’t mean they are valued equally. Google’s preferences will change from time to time. Thankfully, you can find out when they are holding their major tastings.
Google actually serves up several algorithm updates throughout the year:
- Core updates
- Targeted updates
- Unconfirmed updates
Core updates are the most substantial and broad in scope. Failure to meet the criteria set forth by these updates won’t just affect the standing of specific pages but potentially the visibility of the entire site.
Targeted updates tend to focus on specific types of content that only affect certain industries. They occur frequently and often around the same time as the core updates.
Google makes countless tweaks to its algorithm each year, the majority of which would fall into the category of “unconfirmed updates.”
When it comes to the success of your website, you need it to impress the tastemakers who dole out the rewards (improved ranking). Google knows the type of information mass audiences want to see, and they will always steer customers toward the companies they feel are doing things in the best way.
If you’re curious about core update rollouts for the latest Google Algorithm update, you can check the Search Status Dashboard for the start and end dates. Other tools, such as Mozcast by Moz or AccuRanker’s Google Grump, monitor fluctuations in website rankings.
Identifying the Cause of the Penalty
Regarding those Google rankings, ensuring your content is trustworthy, visually appealing, and well-viewed is always critical.
Should your website suddenly drop in rank drastically following a Google algorithm update, you will need to be proactive in bumping your score back up. The best way to do this is to find out exactly what your website did wrong and correct it immediately.
You should wait at least a week following a core update’s completion before assessing your website’s performance metrics. This can be done using Google’s Search Console or the preferred online tool of your choice. If your website traffic seems to have dropped off, the Google algorithm likely detected something it didn’t like. A Google penalty is a possible explanation for the sudden dip.
Google issues two types of penalties. Algorithmic penalties (as a result of those periodic updates) indicate that the website has any number of possible problems. Manual penalties are the most severe and are issued by Google staff. In this case, Google will likely remove the site from its service altogether.
Common problems include:
- Weak content
- Keyword stuffing
- Bad links
- Viruses
- Spam
- Hacked websites
Google Search Console can help check if Google has contacted you. First off, create a Google account if you haven’t already done so. Visit the Google Search Console site and go to “Security & Manual Actions.” Look for “Manual Actions.” A message should appear here if you’ve been singled out for a penalty.
Not every problem is malicious in nature, but penalties do need to be addressed. After fixing those more serious issues, you will have to go back to Google for a Reconsideration Request so they can reevaluate the site.
As for dealing with those more non-descript Google algorithm penalties, it doesn’t mean you should start deleting all your material or making rash, spontaneous decisions.
If you’re looking for online assistance to improve your website’s performance, who better than the source? Whether you’re new to the game or an experienced SEO pro looking for additional insights, Google Search Central is an invaluable resource.
Remember, even if you go about fixing things in the exact proper way, it could still take months to see any significant changes in ranking. Maintaining your website’s good standing is an ongoing process.
Regular monitoring of Google Analytics will make any significant drops in web traffic more detectable.
Conducting a Website Audit
If you wish to tackle your website’s troubles head-on, a website audit is the best way to do it! It is a catalyst for improvement.
Website audits come in many different forms, with each one focusing on a crucial aspect of the digital marketing realm.
- Content audits
- SEO audits
- Design/user experience (UX) audits
- Competitive website audits (comparing your website against your competitors)
- Site health audits
If you’re looking for a free website auditing tool in the wake of a Google Algorithm update, Google Search Console will provide you with everything you need to assess your SEO. Other online tools include Semrush and Ahrefs Site Audit, which offer free trials. There are many others.
If you prefer to talk to someone in person, digital marketing agencies with SEO specialists on staff can perform the audit and carry out the recommended fixes on your behalf.
Fixing Technical SEO Issues
If your content serves its purpose well enough, there may be trouble lurking behind the scenes. Technical SEO involves the improvements made to help search engines crawl and index your site and ultimately recommend your business.
The good news is that many technical SEO issues are relatively straightforward fixes…but only if you know what you’re doing. Most SEO specialists and website developers know what to look for and how to resolve the problem.
Some of the common errors technical SEO can fix include:
- Slow-loading pages
- Broken links (404 messages)
- A lack of proper security
- Unwanted redirects
- Incorrect NOINDEX tags
- No XML sitemaps
- Missing robots.txt file
- Too much duplicate content
If none of this makes sense to you, don’t fret. There are qualified algorithm whisperers who love to handle these kinds of matters. Your local digital marketing agency can connect you with the right person for the job.
Improving Content Quality and Relevance
If you’re unsure if your website’s material is up to par, it’s good to review the site objectively for potential problems from a user-first perspective. Sometimes it takes an outside party to offer the type of insights that help.
For those interested in doing a deeper dive into what makes great website content, Google offers a booklet of guidelines their page raters use. These are the people who provide Google with feedback on the effectiveness of their algorithm updates.
Understanding what resonates with an audience and what doesn’t is an important consideration. Knowing how long visitors spend on each page can be helpful. When in doubt, ask for your customers’ feedback and provide incentives (giveaways, discounts) for their responses.
Chunky blocks of text can be intimidating for visitors. Make the text easy to read using short paragraphs, bullet points, and clear headers.
Continue using the recommended keywords and phrases that will garner more interest and views. If you don’t have someone doing this for you, Google Keyword Planner is a great place to start. Reviewing the language your competitors use is also helpful.
Make sure your content answers questions, solves problems and delivers insights with clarity and purpose. Support your text with engaging photos, videos, and quantifiable facts. Add links to other pages of interest on your website using anchor text and strong calls to action with buttons like “Call Now” or “Learn More.”
And don’t be afraid to go back and update content that is out of date. If you’ve discovered a piece of content that your customers responded to, there’s nothing to say you can’t repurpose it again on your various social media platforms.
Building High-Quality Backlinks
Backlinks occur when one website references another by providing a link that directs people to that site. Not only is it flattering if the referring site is respected, but it’s terrific for SEO and strengthening your website’s reputation.
At this point, you may be wondering how to convince people to link back to your website.
First things first, your website needs to be seen as a high-quality source of sharable information. If your website is in bad shape, you must fix it before approaching others.
In terms of content building, the more entertaining, evergreen, and abundant your content is, the more influence you’ll have in your industry. The better it is, the more proud you’ll be, which makes reaching out to other websites all the easier.
Obviously, developing one’s reputation takes time. Guest blogging elsewhere is an effective way to expand your influence. In a bit of mutual backscratching, partnering with a respected brand in your field is a surefire way to secure a backlink without it seeming too spammy.
Authenticity is always a big selling point. Don’t approach your informational content or guest blogging opportunities like a commercial. Consider it a public service announcement raising awareness about a shared interest. Let your passion shine through.
The relationships you nurture with social media influencers, bloggers, journalists, and local business leaders at all levels will serve your business well in surprising ways. Don’t be afraid of collaborations and networking outside your typical scope.
Not everyone has a natural propensity for self-marketing, but plenty of online tools exist to help you get started. With backlinks, quality is always preferred over quantity.
Monitoring and Tracking Progress
Whether you’re trying to drastically increase your Google ranking or you’re looking to maintain the momentum you’ve already built, there’s value in spending time with your website’s performance metrics. Once a month is sufficient for most businesses, but some owners may prefer more frequent analysis during specific campaigns or busy times of the year.
Regular checks will help you discover insights into the customer psyche. What’s attracting and engaging them? Which tactics work best in converting visitors into paying customers?
Some of the metrics you’ll want to pay close attention to, include:
- Total number of visits and unique visits
- Traffic sources: Are people finding you via search bar, social media, or your latest email marketing campaign?
- Bounce rates: How long did someone spend on a page before leaving?
- User behaviour flow: Which order or path did a visitor take when navigating your website?
With enough data, you can determine your cost per conversion or lead-to-customer ratio. Knowledge of the numbers provides a road map for your marketing initiatives.
Conclusion
So what’s the lesson here?
If there is something to be learned from any Google Algorithm update, it’s that websites are constantly a work in progress.
Unlike a delicious slice of cake, a good website is never finished.
Whether it’s your first website or your latest website, Agency Media has an experienced team to support your objectives. Get in touch to set up a conversation.