How Google’s Changing Algorithms Should Affect Your Content and Small Business Marketing Strategy

  • SumoMe

Many websites rely heavily on Google. Given that they are the largest search engine in the world, this makes sense. This is frightening for some, in that Google releases updates to their algorithm frequently. These changes have the potential to significantly affect search engine rankings for all sites. Here is what you need to know about Google’s algorithm, and how it can affect you and your digital space and small business marketing strategy.

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Google’s algorithm and you
Google has released a number of updates to their algorithm in recent years such as the Panda and Penguin updates. Both the Panda and Penguin updates were designed to target low-quality websites, link farms, spammy content, and black hat tactics. Google is essentially trying to reward websites that offer quality content, receive real traffic, and have a significant social presence. It used to be that websites could just rise in the search rankings by posting a bunch of spun articles loaded with keywords. The Panda and Penguin updates systematically penalized these types of websites and activities and some websites that to be innocent were also penalized. Penalties can cause your website to drop in the search engine rankings or even get de-indexed.

Quality backlinks
Quality backlinks are generated for quality websites with quality content. This includes guest posts, press releases, and other types of content posted on relevant websites. Focus on having other relevant, high quality websites link to yours with some of your best content.

Increase social signals
One of the things that Google looks for is signals from other social media websites like Facebook, Google +, and YouTube. The algorithm recognizes that you are a real organization with a bonafide presence in other online venues. An active presence in these areas will allow for your brand to be more easily recognized.

Write a blog
One of the best things that you can do for your website is product quality content on regular basis through your blog. Try to post a few times a month, have posts of around 300-500 words, and use keywords sparingly in the title and text.

You can’t predict the movements of Google’s algorithm, so the best thing that you can do is continue to produce quality content and concentrate on organic SEO strategies.

Sources:
https://www.businessfinancestore.com/2013/02/01/the-google-penguin-effect-how-small-businesses-can-adapt-to-search-engine-changes/
http://contentmarketinginstitute.com/2012/05/survive-google-penguin-with-effective-content/
http://blog.kissmetrics.com/future-algorithm-updates/
http://www.nebstone.co.uk/blog/seo-how-to-survive-search-engine-update/
http://www.bruceclay.com/newsletter/volume102/algorithm-proof-seo.htm

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