Google continually tweaks their algorithms. This means that search engine optimization is on the move on a constant basis. For this reason, it’s smart to continually work on your SEO. An initial bit of work could boost you to the top of Google for the most coveted keyword in your industry but if you don’t continually work on SEO and diversify your strategy, you could suddenly find that your site slides down the rankings and maybe even off the map.
Google continually measures web pages. And at times, it releases changes to how it measures those web pages. Those changes could be a game changer for you if you’re not adequately prepared.
How do you survive Google algorithm changes?
Some companies find big changes dismaying. Others are barely affected by them. Many businesses have seen seemingly inexplicable drops in their traffic rates to their websites. When this happens, it’s often because of a Google algorithm change. Here are some tips to survive:
- Strive for quality over quantity. The 2011 Google Panda update saw a lot of sites lose traffic due to the fact that Google saw the site as low quality. Write articles that are useful to your readers. This will equate to a low bounce rate and favourable results within search engines. The more helpful and useful an article is, the more likely others will recommend it through social media, which can be another source of SEO success.
- Focus on more than one keyword phrase. If the vast majority of your traffic comes from just one source, you’ll want to be sure that you work ASAP to increase your traffic sources. If an algorithm change happens and you suddenly lose that traffic source, it could be detrimental to your business. Keyword research can reveal many other words that you could capitalize on.
- Focus on more than one search engine. If you look at your traffic reports, you’ll probably see that Google isn’t the only search engine crawling your website. By trying to gain traffic from other search engines, you will be assured that you’ll have other sources of traffic if things drastically change with Google.
- Read your website traffic reports and do online keyword research and competitive analysis on an ongoing basis. A mistake many website owners make is that they wait until sales have plummeted to try to figure out what happened. If you review your website traffic reports on a regular basis, you can see the writing on the wall. Algorithm changes aren’t the only thing that could affect your traffic. You could suddenly have a new competitor. You could also track down negative press about your company that could impact your online reputation and ultimately… your sales. Getting in touch with your traffic reports and doing ongoing competitive analysis can help you plan and can help you be proactive.
- Get help. Work with an SEO company. Choose a company that uses a multifaceted approach and that stays abreast of industry changes. The right expert working on your behalf will not only employ diverse techniques to help you gain a stronger foothold in the search engines but they’ll often be well aware of upcoming changes so that they can help you avoid a substantial drop in traffic.
You can’t 100% predict the search engines. All you can do to ensure success is work to optimize your site on an ongoing business. Professional Web Studio, an SEO company in Calgary, can help you. SEO can seem like a full time job. We can help you succeed by giving you the ability to focus on your core business while we work to drive targeted traffic your way.