We’ve all been there—things are going great with keyword rankings and traffic, only for Google to unveil yet another algorithm update, and suddenly, rankings and traffic sink. The best way to stay ahead and minimize the impact of algorithm updates is to follow the simple principles outlined in this article.
Why Is Google Updating Their Algorithm?
To understand how to survive or recover from a Google algorithm update, you need to know why Google made these updates in the first place. The answer to this is simple: to keep users coming back.
On the surface, Google is just like any other business; it must continue building value in its offerings and ensure its users are served with the best, most helpful information and have a great experience using its platform. Google does this by releasing algorithm updates that address pitfalls or improve and refine previously released updates.
It’s estimated that Google tweaks its algorithm 500+ times per year. Most of these adjustments are minor, and impacts on rankings are subtle or even nonexistent, but the major updates (usually referred to as core updates) will have a more noticeable effect. Often, core updates are centered around a specific element. For example, core updates such as Panda (2011), Hummingbird (2013), or Bert (2019) were content-focused and centered on devaluing content that might be keyword-stuffed or lack substance. Others, like Mobile (2015) and RankBrain (2015), focused on user experience and functionality of the user’s website.
In recent years, Google has started divulging fewer details regarding its algorithm updates to ensure people stay focused on optimizing for what matters: providing value and a good user experience.
Minimizing the Effects of Future Updates
As previously mentioned, providing a good user experience and valuable information from trustworthy websites is the main reason for any algorithm update. So, to stay ahead of future updates, you must optimize with the user in mind, not just Google.
- Demonstrate E.E.A.T: This acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it is a set of guidelines that Google uses to determine the quality and credibility of your website content. Google primarily uses content to determine if a website demonstrates E.E.A.T. However, a strong About Us page, photos, or reviews showcasing recent work and satisfied customers will also deliver results. Google and the user appreciate it when businesses put in the work to show that they know the industry and are a resourceful and trustworthy player. E.E.A.T is not a direct ranking factor but should be considered when creating content for your website.
- Focus on high-quality content: Making sure that you are creating and posting high-quality content is a massive part of ensuring you can survive or recover from algorithm updates. Your content should answer common industry questions and provide helpful information to the user. Writing content for the sake of having content on the website doesn’t cut it these days—Google is looking for content that will act as a resource to the user. It is also beneficial to revisit older content on the website and see how it can be improved. Remember, content can go stale after a while, and boosting performance on a blog or category page could be as simple as revamping certain parts or all the content.
- Stay informed: Reading up on some of Google’s past major updates and their current resources will be incredibly helpful when navigating algorithm updates. Make an effort to stay up to date with recent articles from trusted sources that report on Google’s doings and provide helpful insight on algorithm updates and what is most likely to change. We will never know precisely what Google is planning or when it plans on doing it, but we can at least keep a finger on the pulse. After a while, you’ll have a good handle on what’s important to Google, and you’ll be able to use the information to your advantage when making site changes.
- Monitor metrics: After an algorithm update, look at metrics in Search Console, Google Analytics, and other tools you trust, such as Semrush or Moz, to see what took a hit and what saw improvement. If you notice that a page is performing well in the months after an update, take note of that and try to implement the same features or quality of content on other pages moving forward. Take note of pages seeing declines in performance after an update, as well. See what you can do to improve and replicate well-performing pages. Ask yourself, “What are those pages missing that the well-performing pages have?”
- Adapt your strategy: Like Google SERP’s, your SEO strategy should continue to evolve. For example, in the early 2000s, keyword stuffing or buying backlinks was standard practice. More recently, Google has released algorithm updates to combat those attempts to game the system, so staying on top of trends and revising your strategy on what works today is imperative. This includes focusing more time on writing substantial content or improving your website’s overall flow and ease of use.
Do Not Panic
It’s important to remember that SEO is a long-term strategy, so having a knee-jerk reaction to one poor month is likely not the answer to help improve performance. Make sure you are making changes based on logic and not urgency. Take note of what stands out to you prior to updates and create a plan to address these items while continuing to monitor your KPI metrics. Also keep in mind that if you are already following Google’s best practices, chances are things will turn around on their own in time. It might be helpful to keep a detailed record of website updates, changes, and optimizations as they’re being made. This way, you can backtrack to what recent changes you’ve made and evaluate whether they were helpful.
Working with an experienced company that stays on top of Google trends and changes can also make a world of difference. Hire someone you can trust to create superior content that will lead to high-quality links and the best possible outcomes to algorithm updates as they roll out. Our national SEO services develop strategies that make sure you get the most out of your SEO efforts and will be able to prepare for, survive, and recover from those inevitable Google updates!
