Google has changed SEO forever
One thing is clear: SEO is not what it used to be a few years ago. Google has, and is continuously changing SEO, and for businesses, it is a case of adapt or perish. Previously, a few tweaks (and tricks) were enough to improve your Google ranking. Today they are reason enough to put you on the search engine giant’s black list. Google does not like shortcuts, and it is evolving, it cannot be fooled anymore.
If there is anything Google should be praised for, it is its continuous battle for improvement to offer users the most relevant search results. This, in turn, affects how its search ranking works. If you want to rank high, Google has set some rules, which you need to follow if you want to succeed.
Google’s continuous updates on algorithms have meant that SEO strategies that were working 10 months ago are already obsolete. In fact, according to Martin Laetsch, director of online marketing at Act On Software Inc., “Google, right now, is making 500 algorithm changes a year. Every change is focused on making sure that when someone searches on Google, if they get the right result on the first few pages, they’ve got a great experience.” We can see this reflected on Google’s last algorithm release, ‘Mobile-Friendly’, which is telling us something very important about the direction of SEO: the key for better ranking are quality content and UX.
The impact on businesses
This is good news for users, who should not only be satisfied with their search results, but also with the way the content is presented. But how is this affecting businesses’ websites? Well, even if it might be painful at the beginning, creating relevant content and meeting UX standards are key to engaging an audience that is keen to be interested in what you have to offer.
In the past years Google has released several updates that have impacted both content and UX. Updates like Panda, Penguin, and more recently RankBrain, have had a major impact on websites ranking according to their quality content. These updates have meant the end of keyword stuffing, spam content, and inappropriate link building, in favour of higher quality and more accurate content. This has been further enhanced by the introduction of the Exact Match Domain, which meant a major crackdown on low quality sites with stuffed keywords.
Other updates like Hummingbird have focused on making search engines more friendly and relevant to individual users. These updates have given more importance to the meaning of the search words, and other essential aspects such as user history and location.
Lastly, the Mobile-Friendly update, also known as Mobilegedon (released in April 2015), has meant a major step towards website device-adaptability by favouring mobile-friendly sites in Google’s ranking.
When you cannot keep up with Google
Google has changed the art of SEO, and with the need for more relevant, authentic, accurate, spam free, high-quality content, together with the major role that UX has started to play, it has placed the user at the core of SEO.
The relevant question is whether your website is, or is not compliant with Google’s rules. If the answer is no, changing your SEO strategy is definitely worth consideration if you want to stay ahead of the game and not be over taken by the competition who have embraced Google’s rules.
At Skyron we understand that keeping up with Google’s algorithms is a difficult and time-consuming task, and sometimes businesses just don’t have the time required to cope. Specialised SEO and UX agencies can help you put an end to your struggle with Google, so you can concentrate on other tasks.
We think of SEO as Searcher’s Experience Optimisation. Do right by them and you will do right by Google. If you uncertain how to do this we offer a free consultation for businesses that are looking to outsource their SEO as well as improving the UX of their websites. Stop by our website to drop us a line and we’ll be happy to help.