The ever-changing Google algorithm is a standard but often frustrating part of running an online business or ecommerce store. Just how many updates are there? Research shows that Google made 4,500 changes to search in 2020 alone. Yikes! Although not all of those changes are significant, they impact your ability to rank and attract organic traffic.
Before you throw in the digital towel before your online business gets traction, learn the ins and outs of the Google algorithm and what to do about it to keep your business afloat.
Why Google Keeps Changing its Algorithm
Some online entrepreneurs think of Google as the search mafia, but in reality, Google algorithms improve the online experience.
Gets Rid of Low-Quality Content
In the early days of the Internet, you could plug in keywords to just about anything to get traffic. The content wasn’t as robust as it was now, and the Google search algorithm was in its infancy. Back then, you could plug in keywords to your content like “Briteny Spears” and get traffic.
As the Internet evolves, the Google algorithm needs to also. The early updates have weeded out poor content and search results that made no sense. Over time, the Google algorithm has also figured out how to deliver more of what people are really looking for. Yes, it can mess up your SEO and marketing efforts, but it also brings you closer to your ideal customers looking for your content and products through search.
Stays Ahead of Black Hat Marketing Tactics
As the Google algorithm evolved, so has black hat marketing. The term refers to unethical and sometimes illegal strategies to improve search results and promote online businesses. Some of these strategies manipulate search results, like stuffing keywords or cloaking sites to present different content or URLs to humans and search engines than what they’ve produced.
Sometimes black hat marketers strike on something that works briefly, but it doesn’t take long for the Google algorithm to catch up. Focusing on foundational white hat marketing tactics or valuable and useful strategies is what builds a successful business that has longevity. It’s also what Google wants to see. By comparison, they often delist or ban sites that use black hat marketing.
Adjusts to How People Adapt to the Internet
Just like anything else in life and business, consumers adapt. Their interests change, society evolves, and they use technology and products differently than before. Google takes notice of these changes and figures out how consumers are using the Internet and how to adapt to those shifts by updating their algorithms.
Improves the User Experience
Google algorithms can seem opaque and confusing, but there is an end goal in mind. Enhancing and improving the user experience is the real purpose of Google algorithm updates. Make sure you create any design, content, site navigation, cross-selling, and anything else you want to do in your business through this lens. If your site isn’t valuable and easy to navigate, users won’t stick around, and Google will take notice.
What to Do About Google Updates?
Now that you have a better sense of what these Google algorithms are all about, here’s what to do about them.
Improve Your Content
Consumers and users alike want valuable content that delivers. Take the time to improve your content, from blog posts to product descriptions. You can also recruit beta testers from your network or loyal customers to figure out what the experience is really like for your audience. Digging into your Google analytics also offers clues to where people are bouncing off your site. You may discover the page they’re leaving from is confusing or makes it challenging to check out their purchase or fill out a form for more information.
Check for Broken Links
Google frowns on broken links and notices if your site is becoming antiquated and outdated. Look for broken links or create redirects. It’s also worth the effort to see if you’re getting backlinks to those fractured pages and posts. Reach out to those sites to see if they’re willing to update them. Chances are high they will be on board because they don’t want broken outbound links frustrating their own audience.
Update Your Metadata
Years ago, metadata wasn’t terribly important as long as Google understood your site and its content. Today, your metadata and alt image data should be on point. Start with the basics, including adding a quality keyword to your metadata that matches your content. Keeping it actionable with a brief CTA can also help prompt a click.
Focus on High-Quality SEO
High-quality SEO is the solution to Google algorithm. It still takes time to rank even with rock-solid SEO, but it’s the only way to stay ahead of the changes and delight your customers. However, once they find your site through SEO, their experience is also crucial. Make sure your web design is user-friendly, easy to navigate, loads lightning fast, and integrates SEO best practices. Without these things, it’s a struggle to get seen on Google and compete.
Next Steps
Google algorithm updates are a part of running an online business or ecommerce store. The goal isn’t to avoid it (or dread it) but to stay on top of it and build a solid foundation for success. Start by working with an agency that obsesses over all things online business, SEO, the user experience, and more to help you succeed. Book a free call here to discuss your project and take the next steps on your journey.