Google told Search Engine Land it would reduce unhelpful content in the search results by up to 40%.

In addition to sites that were negatively impacted by the core update, Google unleashed a slew of manual actions on sites that violated its most current spam policies.

Some sites were completely de-indexed. Many of these sites were likely driven by AI content.

via GIPHY

After an initial analysis of the updates and Google’s documentation, I am going to share what’s going on with a large part of the latest updates. In this article:

The Focus Is Largely on AI Content

Are you using AI content for your website? Now is a good time to evaluate your methods (if Google hasn’t already done that for you in its latest core update.)

If you sailed through this last update, does that mean you are immune? Probably not. Google’s algorithms continue to evolve, and Google’s main goal is to take out the trash.

With the rise in popularity of AI content in recent times, Google knew it had a looming problem on its hands.

I discussed at Search Engine Land a while back that AI content could create a world where the quality of an answer in the search results would be average at best — only as good as the AI would allow.

If you consider that many AI content tools are connected to the web, the AI is reading its own generated content to come up with ideas for more generated content.

Google has faced quality problems like this before. Over the years, Google has combated many different tactics that degrade its search results.

This is just another example of something that has become “spam” – AI content. But there are still ways to do it right.

What Google Is Now Saying About AI Content

So what did Google have to say about AI content in its recent announcements?

Here, Google talks about how it is addressing the “abusive behavior” of using AI content:

To better address these techniques, we’re strengthening our policy to focus on this abusive behavior — producing content at scale to boost search ranking — whether automation, humans or a combination are involved.

There’s a lot to unpack in that one statement. Let’s break it down.

Producing Content to Rank: Is It Spam?

Google says it is targeting content at a scale that’s intended to boost search rankings.

But isn’t all content created for SEO intended to rank?

Google has an opinion, but doesn’t go into too much detail:

There are some things you could do that are specifically meant to help search engines better discover and understand your content. Collectively, this is called “search engine optimization” or SEO, for short. Google’s own SEO guide covers best practices to consider. SEO can be a helpful activity when it is applied to people-first content, rather than search engine-first content.

It sounds like what Google is saying is that SEO is an afterthought.

Google seems to downplay SEO so that people follow its guidelines for creating helpful content first, then tack on SEO to make it perform better.

Sounds logical.

Except we all know that SEO isn’t just an add-on and that we first start with keyword research and trending topics to capitalize on the success of content before creating new content.

So, again, the question is: Aren’t we already producing content to boost search rankings?

Here’s what I think: Automated mass production of content with no regard for adding value is the problem.

Human-Edited AI Content: Is It Spam?

Google says it’s targeting websites with content that is totally automated, written by humans or a combination.

So AI content can be bad even when there is a human touch to it. That means if you are using AI tools, tread carefully.

AI tools are not inherently bad but abusing them is.

Here, Google talks more about the idea of “scaled content abuse”:

The first bullet is key: You can use AI tools all you want, and you can edit AI-generated content all you want, but if you’re not adding something unique – an expert perspective, personal experience, etc., then your content could be a fair target for Google enforcing its spam policies.

The third bullet elaborates: Don’t use AI tools that merely stitch together the information in the search results into a new article without adding some extra value.

It is fine to take keywords, make a list, make a unique outline, and from there devise your own content … just do not plagiarize or create generic content.

Even before the use of AI, content creators would look at the top-ranked pages as research for what they write.

However, even that has potentially caused an existential crisis for Google. Others have written about the downward spiral of the quality of the search results, and Google has been ramping up efforts to surface better content.

In a nutshell, you need to have something original, regardless of how you create the content.

The main point here is to differentiate your content. What is happening with AI content is generic content that doesn’t add anything new to the conversation.

So, What Is Content Spam Now?

Google’s job is to weed out the garbage no matter how the content is created. So it will lean heavily on its algorithms to identify what is quality content.

Google has taken many approaches to this in the past, and it will continue to evolve. In its latest iteration, Google has clarified what spam content is, and had this to say recently about AI content and new spam policies:

What methods might Google use to further determine quality?

Many things. Perhaps high bounce rates, poor sentiment in reviews, low site trust, a high degree of similarity to other documents, no inbound mentions and lack of website maintenance.

Google also had this to say:

SEL spoke to Google, and a Google rep clarified:

What are examples of pages that pretend to have answers but fail to deliver? Tucker [a Google rep] explained that those are the pages that start off by stating it will answer your question, lead you on with low-quality content, and never end up giving you the answer to your questions:

• “Our long-standing spam policy has been that use of automation, including generative AI, is spam if the primary purpose is manipulating ranking in Search results. The updated policy is in the same spirit of our previous policy and based on the same principle. It’s been expanded to account for more sophisticated scaled content creation methods where it isn’t always clear whether low quality content was created purely through automation.”
• “Our new policy is meant to help people focus more clearly on the idea that producing content at scale is abusive if done for the purpose of manipulating search rankings and that this applies whether automation or humans are involved.”

Surviving Google’s Algorithms

We are in the midst of another shift in SEO, where we continue to define quality.

There is no room for flying low under the AI radar or it’s a certain crash. It’s vitally important that organizations remain white-hat current on changes related to SEO requirements to remain visible and relevant within search results.

Assess and Pivot

For the near future, protection is job No. 1. Navigating changes in search algorithms requires businesses to periodically reevaluate their SEO tactics.

We recommend comprehensive SEO audits to surface any current or potential threats.

Adjusting to algorithm updates, adapting to rules as they change, and abandoning manipulative tactics even if they once worked are all key parts of maintaining high rankings in search engines.

Adopt Best Practices

Adopting best practices is indispensable to top rankings. Just because it is an SEO practice in your industry, doesn’t mean it is good.

Yes, that’s a bit obvious but if everyone did it then there would not be chaos over these updates.

The zone of acceptance is like a water balloon – shifting shape as the rules change. Adhering to core principles can make you almost immune to algorithm updates.

Create Quality Content

Quality content remains key in building a lasting online presence.

By producing user-centric content that offers something unique and of value, you can build trust, authority and credibility within your niche, not only helping with algorithm changes but also strengthening your overall online presence.

Spend time thinking about and creating helpful, people-first content.

Relevant topics are key for maintaining audience engagement and producing high-quality content that resonates with audiences.

By understanding your target audience’s needs and conducting extensive research using SEO tools, you can quickly locate trending or pertinent subjects that resonate with them.

But just be sure you are adding something unique to the conversation, and it’s not a “copy/paste/reword” approach.

See my AI content beginner’s guide if you want to continue leveraging AI’s benefits in your content creation.

Track Progress

Taking a set-it-and-forget-it approach to publishing content will harm you in the end.

As Google releases core updates, you need to understand how your site is faring after the dust settles.

You must use analytics tools to see what is working. Monitor progress, identify issues and pivot as needed.

Have you been impacted by Google’s March updates? Our SEO experts can help you get your SEO program back on track. Reach out to us today.

FAQ: How can businesses search rankings survive Google’s explosive March core and spam updates?

Google’s constant algorithm updates can wreak havoc on a business’s search rankings. But there are strategic tactics you can implement to ensure your website survives the explosive March core and spam updates (and any future update). Let’s go over them:

Understand Google’s updates: Familiarize yourself with the specific changes introduced in the March core and spam updates. Stay updated on the latest algorithm adjustments to align your SEO strategy accordingly.

Enhance website content: Craft high-quality, engaging content that caters to your target audience’s needs. Provide valuable information, incorporate relevant keywords (including variants and stemmed versions) and consider search intent to rank higher.

Focus on site speed: Google prioritizes fast-loading pages, as user experience is paramount. Optimize your website speed by compressing images, minifying code and leveraging caching techniques.

Improve mobile experience: With mobile devices dominating search, ensure your website is mobile-friendly and responsive. Design intuitive navigation, optimize images and make sure your content is easily readable on smaller screens.

Build authoritative backlinks: High-quality backlinks from reputable websites signal trustworthiness to Google. Implement a robust link-building strategy, focusing on acquiring links from relevant and influential sources.

Optimize on-page elements: Pay attention to on-page elements like meta tags, title tags, headers and URLs. Include primary and related keywords naturally, providing search engines with clear signals about your content.

Leverage social media: Engage with your audience on relevant social media platforms. Sharing and promoting your content can increase visibility, reach and potentially attract natural backlinks.

Monitor and analyze performance: Utilize web analytics tools to track your website’s performance and make data-driven decisions. Regularly monitor keyword rankings, organic traffic and user behavior to identify areas for improvement.

Businesses need to be proactive and adaptable to survive Google updates. Implementing these tips will help safeguard your search rankings and maintain visibility.

Step-by-Step Procedure:

1. Stay up-to-date with Google’s algorithm updates, including the March core and spam updates.
2. Analyze your website’s content and improve its quality, relevance and optimization for targeted keywords.
3. Conduct keyword research to identify primary and related keywords to incorporate throughout your website.
4. Evaluate your website’s speed and optimize it by compressing images, reducing server response time and leveraging caching techniques.
5. Ensure your website is mobile-friendly and responsive, providing a seamless experience across all devices.
6. Implement a comprehensive link-building strategy to acquire high-quality backlinks from authoritative websites.
7. Optimize on-page elements such as meta tags, title tags, headers and URLs, incorporating target keywords effectively.
8. Engage with your audience on social media platforms, sharing and promoting your content to increase visibility and attract natural backlinks.
9. Monitor your website’s performance using web analytics tools, tracking keyword rankings, organic traffic and user behavior.
10. Analyze the data to identify areas for improvement and make necessary adjustments to your SEO strategy.
11. Continuously monitor and stay updated on the latest trends and best practices in SEO.
12. Regularly audit your website for technical SEO issues, such as broken links, duplicate content, or improper redirects, and resolve them promptly.
13. Stay proactive in optimizing your website’s loading speed by regularly monitoring and optimizing page elements.
14. Constantly evaluate and adjust your content strategy to match search intent and deliver valuable information to your target audience.
15. Stay engaged in your industry by participating in relevant forums, guest blogging, or collaborating with influencers to increase your online presence.
16. Consider hiring a reputable SEO agency or consultant for professional guidance and support.

Remember, surviving Google’s updates requires continuous effort and adaptation. Follow these steps to ensure your search rankings remain strong amidst algorithm changes.

The post Google’s Explosive March Updates: What I Think appeared first on Bruce Clay, Inc..

Most website publishers aren’t intentionally doing spam (and if they are, it’s not a sustainable tactic). But many websites inadvertently get caught up in spam practices. They are surprised when they can’t seem to rank or fall in the search rankings. Or worse, they might get a manual penalty or be removed from the search engine index.

Google is always fighting to keep spam out of its search results. They even released an updated spam algorithm in June that they called a spam update, putting some brand new technology and a lot of detection smarts in place. So to those inclined to spam, you cannot fly under the radar anymore.

Still, is it possible you could be doing webspam without meaning to? Today I’ll share what spam is and what can happen if you do it as we discuss:

• What is spam?
• Types of spam
• The cost of spam
• FAQ: What are the potential consequences of engaging in SEO spam practices, and how can website owners avoid them?

What Is Spam?

Webspam comes in many forms, and its defining quality is an intention to manipulate search engine rankings with deceptive practices. The rule of thumb for spam is: Did you earn your rankings? If not, then it’s probably spam.

People engage in spam practices to boost their own websites (or the websites of their clients) or to negatively impact a competitor’s website (referred to as negative SEO).

Spam has been a huge money maker for a lot of industries over the years (think casinos, porn, and pharmaceuticals). Search engines have long had a goal to eradicate these types of sites from their search results.

Google discusses spam further here:

Ever since there have been search engines, there have been people dedicated to tricking their way to the top of the results page. This is bad for searchers because more relevant pages get buried under irrelevant results, and it’s bad for legitimate websites because these sites become harder to find. For these reasons, we’ve been working since the earliest days of Google to fight spammers, helping people find the answers they’re looking for, and helping legitimate websites get traffic from search. …

Our algorithms are extremely good at detecting spam, and in most cases we automatically discover it and remove it from our search results. However, to protect the quality of our index, we’re also willing to take manual action to remove spam from our search results.

This is where things like search engine guidelines come in — a sort of playbook for any website that wants to compete in the search results.

Types of Spam

The quality guidelines within Google’s Webmaster Guidelines give clear instructions on how to avoid common spam tactics. Let’s go through each of those next.

Affiliate Programs

Affiliate programs can be tricky. Google says that “affiliate websites do not provide additional value for web users, especially (but not only) if they are part of a program that distributes its content across a network of affiliates.“ Examples of affiliate websites that would be considered spam include:

• Pages with product affiliate links on which the product descriptions and reviews are copied directly from the original merchant without any original content or added value.
• The majority of the site is made for affiliation and contains a limited amount of original content or added value for users.

Google points out that “not every site that participates in an affiliate program is a thin affiliate. Good affiliates add value, for example, by offering original product reviews, ratings, navigation of products or categories, and product comparisons.”

Automatically Generated Content

Automatically generated content is content that is created programmatically with the intention of ranking and not providing value to a user. Google gives examples:

• Text that makes no sense to the reader but which may contain search keywords.
• Text translated by an automated tool without human review or curation before publishing
• Text generated through automated processes, such as Markov chains. Note: These are pretty good, but detectable.
• Text generated using automated synonymizing or obfuscation techniques
• Text generated from scraping Atom/RSS feeds or search results
• Stitching or combining content from different web pages without adding sufficient value

Cloaking

Cloaking refers to the practice of serving different content or URLs to search engines vs. users. Cloaking itself is not bad and is used in some normal instances. But when you use it to be deceptive, it’s spam — think: a webpage on baby blankets given to Google but a porn site given to users. This and other cloaking techniques, as illustrated by Google, are spam:

• Serving a page of HTML text to search engines, while showing a page of images to users
• Inserting text or keywords into a page only when the user agent that’s requesting the page is a search engine, not a human visitor

Doorway Pages

Doorway webpages are those that are created solely for search engines and stuffed with keywords in an attempt to rank. When a person tries to access these pages, however, they are automatically redirected to another page. Google’s examples include:

• Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page
• Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)
• Substantially similar pages that are closer to search results than a clearly defined, browsable hierarchy

Hidden Text and Links

Do not hide text or links on a webpage. Hidden text or links on a page are a form of spam. Google gives examples of this:

• Using white text on a white background
• Locating text behind an image
• Using CSS to position text off-screen
• Setting the font size to 0
• Hiding a link by only linking one small character—for example, a hyphen in the middle of a paragraph

Irrelevant Keywords

Here, Google is referring to “keyword stuffing,” where a website puts way too many keywords on a page in an unnatural way to attempt to manipulate rankings. Google gives examples:

• Lists of phone numbers without substantial added value
• Blocks of text that list cities and states that a webpage is trying to rank for
• Repeating the same words or phrases so often that it sounds unnatural, for example:
  We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com.

Link Schemes

There are a lot of ways that people try to be deceptive with links, so Google goes into great detail about link spam. Links to and from a site that are intended to manipulate rankings are considered link schemes. Google gives examples:

• Buying or selling links that pass PageRank. This includes:
  Exchanging money for links, or posts that contain links
  Exchanging goods or services for links
  Sending someone a “free” product in exchange for them writing it and including a link
• Excessive link exchanges (“Link to me and I’ll link to you”) or partner pages exclusively for the sake of cross-linking.
• Large-scale article marketing or guest posting campaigns with keyword-rich anchor text links.
• Using automated programs or services to create links to your site.
• Requiring a link as part of a Terms of Service, contract, or similar arrangement without allowing a third-party content owner the choice of qualifying the outbound link, should they wish.

Unnatural links also fall into the link scheme category of spam. Google gives examples:

• Text advertisements that pass PageRank
• Advertorials or native advertising where payment is received for articles that include links that pass PageRank
• Links with optimized anchor text in articles or press releases distributed on other sites. For example:
  There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.
• Low-quality directory or bookmark site links
• Keyword-rich, hidden or low-quality links embedded in widgets that are distributed across various sites, for example:
  Visitors to this page: 1,472
  car insurance
• Widely distributed links in the footers or templates of various sites
• Forum comments with optimized links in the post or signature, for example:
  Thanks, that’s great info!
  – Paul
  paul’s pizza san diego pizza best pizza san diego

Google explains that some paid links are OK, but they should be clearly marked as such. After all, advertising is a normal part of the internet economy. Seeking to boost your site authority through followed links, however, should not be done through buying or selling — that’s spam.

Pages with Malicious Behavior

This is referring to any practice that attempts to harm the end user. Google gives examples of pages with malicious behavior:

• Changing or manipulating the location of content on a page, so that when a user thinks they’re clicking on a particular link or button the click is actually registered by a different part of the page
• Injecting new ads or pop-ups on pages, or swapping out existing ads on a webpage with different ads; or promoting or installing software that does so
• Including unwanted files in a download that a user requested
• Installing malware, trojans, spyware, ads or viruses on a user’s computer
• Changing a user’s browser homepage or search preferences without the user’s informed consent

Scraped Content

Taking content from other websites and putting it on your own site is considered spam. Google gives examples:

• Sites that copy and republish content from other sites without adding any original content or value
• Sites that copy content from other sites, modify it slightly (for example, by substituting synonyms or using automated techniques), and republish it
• Sites that reproduce content feeds from other sites without providing some type of unique organization or benefit to the user
• Sites dedicated to embedding content such as video, images, or other media from other sites without substantial added value to the user

This is not to be confused with duplicate content that happens on your own website as a result of sharing the same or similar content between webpages.

Sneaky Redirects

Sneaky redirects direct a website visitor to a different URL than they had originally intended to visit. Google gives examples:

• Search engines shown one type of content while users are redirected to something significantly different.
• Desktop users receive a normal page, while mobile users are redirected to a completely different spam domain.

User-Generated Spam

User-generated spam can happen as a result of other people’s actions against your site. Google’s examples include:

• Spammy accounts on free hosts
• Spammy posts on forum threads
• Comment spam on blogs

In most cases, Google will not issue a manual action. But, it is up to the site owner to monitor and take care of it in case it does result in a penalty. Google gives ways to prevent comment spam here.

The Cost of Spam

From an SEO perspective, there are two possible negative consequences of spam:

• Spam is detected and taken care of via the search engine algorithm.
• Spam is detected by a human reviewer and a manual action (penalty) is issued on the site.

In either case, engaging in spam can result in lost rankings and traffic. And, in some cases, a site can be removed from the index altogether (this consequence is reserved for manual actions).

What comes next is figuring out how to remedy your site. With manual actions, it can be a little easier because you will get a message from Google citing the problem. Even then, the message may not necessarily point you to the specific thing you need to fix.

(Related: What Is a Google Penalty and How Do I Avoid It?)

Take this example of a manual action message I cited in an article I wrote on guest posting:

If it’s an algorithmic update where many changes are made at the same time, you have to really put your detective hat on.

Sure, we get notifications from Google sometimes when these updates happen (or you can use SEO tools to try and track these types of changes), but you still have work to do. What was it that caused a drop in rankings or traffic?

One thing you have to be aware of is not to make changes to the site too quickly in an algorithm situation. As Google rolls out changes to the algorithm, you might see traffic going up one day or week and down the next.

Instead, take a deep breath and let things shake out for a few days. Start researching online — what are people in the SEO industry saying about the update? What is your intuition about what needs to be changed on the site? Do your diligence and then get to work.

Final Thoughts

Legitimate websites are not spam, but they can get into spam without really knowing it. For example, if website owners hire a cheap SEO service, they can get themselves into a lot of trouble — particularly when it comes to links.

Knowing what spam actually is in the SEO world will help you be better prepared to know what not to do, and to diagnose your site if you notice it has lost rankings or traffic.

If you suspect your site might be caught in spam, you may need expert help. We’ve helped many companies in this situation recover. Contact us today for a free quote and consultation.

FAQ: What are the potential consequences of engaging in SEO spam practices, and how can website owners avoid them?

One of the most concerning trends in this realm is using SEO spam practices, a collection of manipulative tactics to boost website rankings artificially. These practices have various potential consequences that can significantly harm a website’s reputation, traffic, and overall digital presence.

Engaging in SEO spam practices can trigger various algorithmic and manual penalties. Search engines, led by Google, have sophisticated algorithms that can swiftly identify and penalize websites resorting to spammy tactics. Algorithmic penalties often result in a drop in rankings and visibility, negatively impacting organic traffic and undermining the website’s credibility. Manual penalties imposed by human reviewers can lead to severe consequences, including being removed from search engine indexes altogether.

Avoiding these dire consequences requires website owners to adhere to ethical and sustainable SEO strategies. Focus on creating high-quality, relevant, and user-friendly content that genuinely addresses the needs of your target audience. Avoid attempting to manipulate search engines through keyword stuffing, cloaking, or hidden text. Instead, build a strong online presence through genuine engagement, social media efforts, and link-building with authoritative websites.

When navigating the complex world of SEO, it’s essential to stay informed about algorithm updates and industry best practices. Continuously monitor your website’s performance, watching for any sudden drops in rankings or traffic that could indicate potential penalties. Seek insights from reputable sources, attend SEO conferences, and engage in community forums to stay current with the latest trends and guidelines.

The consequences of engaging in SEO spam practices are severe and can irreparably damage a website’s online reputation. To avoid these pitfalls, prioritize ethical SEO strategies, adhere to search engine guidelines, and invest in creating valuable content for your audience. By staying informed, proactive, and committed to maintaining high standards, website owners can secure their digital presence and establish themselves as trustworthy and authoritative players in the online landscape.

Step-by-Step Procedure: Navigating SEO Spam Practices and Avoiding Penalties

1. Understand the Definition: Familiarize yourself with the concept of SEO spam practices and their impact on search rankings.
2. Learn from Google’s Guidelines: Study search engine guidelines to comprehend what constitutes ethical SEO.
3. Identify Manipulative Tactics: Recognize common spammy practices, such as keyword stuffing, cloaking, and link schemes.
4. Focus on User-Centric Content: Create high-quality, valuable content that addresses user needs and adds genuine value.
5. Build Organic Links: Prioritize natural link-building from authoritative websites rather than pursuing link schemes.
6. Stay Abreast of Updates: Keep up-to-date with algorithm changes to adapt your strategies accordingly.
7. Monitor Performance Metrics: Regularly track your website’s rankings, traffic, and engagement metrics.
8. Identify Sudden Drops: Be vigilant about sudden drops in rankings or traffic that could signal penalties.
9. Diagnose the Issue: Analyze the potential causes behind any penalties or drops in performance.
10. Seek Professional Insights: Consult experienced SEO experts for guidance on rectifying penalties.
11. Remove Manipulative Tactics: Remove or rectify any content or practices that violate search engine guidelines.
12. Address Algorithmic Penalties: If affected by algorithmic penalties, revise content and strategies to align with guidelines.
13. Respond to Manual Actions: If faced with manual penalties, follow Google’s instructions for rectification.
14. Build Quality Backlinks: Prioritize creating valuable content that attracts organic, high-quality backlinks.
15. Engage in Social Media: Utilize social media platforms to connect with your audience and promote your content.
16. Participate in Communities: Join industry forums and discussions to stay informed about SEO trends.
17. Attend Conferences: Attend SEO conferences to gain insights from industry leaders and experts.
18. Stay Adaptable: Embrace adaptability as SEO strategies evolve in response to changing algorithms.
19. Educate Yourself Continuously: Invest time in learning and staying informed about best practices in SEO.
20. Uphold Ethical Standards: Conduct ethical SEO practices to establish credibility, trust, and long-term success.

The post What Is Spam? Why Should My Website Avoid It? appeared first on Bruce Clay, Inc..

I’m sure you’ve heard the horror stories of losing rankings and traffic overnight due to a Google algorithm update.

It’s true that an algorithm update has the ability to do this to a website. But even if an update has impacted a site in this way, there’s always an SEO solution that can help.

Unfortunately, when people don’t understand how to compete in the search results, they may blame SEO as ineffective and divert more budget to other channels. But SEO continues to prove its worth as a channel that drives the most traffic and most revenue to a website.

The truth is … it’s a myth that SEO is unreliable.

SEO is built on principles that align with Google’s guidelines. The “right” side of the SEO industry is well-versed in these principles. We know what it takes to make a website relevant enough to rank in the search results. And to stay relevant even with algorithmic changes.

Let’s myth-bust the concept of SEO as an unreliable marketing channel with some facts.

• Myth: Google doesn’t tell us enough to help us succeed
• Myth: It’s too hard to figure out Google’s secrets
• Myth: Google changes things without any warning
• Fact: Google is not perfect. Neither is SEO, but it is effective
• FAQ: How Can I Stay Ahead of Google Algorithm Updates with SEO? 

Myth: Google Doesn’t Tell Us Enough to Help Us Succeed

Fact: Google is tight-lipped about some things, big on sharing others

While Google will never divulge the inner workings of its algorithm to the public, they share plenty.

Here’s a sampling of where we can get guidance from Google on our SEO programs:

• The SEO Starter Guide outlines the foundations of how to create a site that works well for search engines and users.
• The Search Quality Evaluator Guidelines gives us a deep dive into what Google thinks is a quality site that deserves rankings.
• Social media accounts like Google Search Liaison on Twitter and Google Webmasters on YouTube give us timely updates about algorithm changes and our websites. It also allows marketers to interact with and learn directly from Google on specific issues. (Not to mention, you can follow specific Googlers like John Mueller and Gary Illyes on their social media accounts. They are known to be communicative.)
• SEO and marketing events host Google representatives who give presentations. Take this presentation at SMX West 2016, for example, where Google ranking engineer Paul Haahr gave specific details on what matters most to Google.

Myth: It’s Too Hard to Figure Out Google’s Secrets

Fact: SEOs can figure a lot of things out

It’s a simple equation:

Google’s search engine guidelines + experience + research + implementation + tangible results = more SEO and Google insights.

Professionals in the SEO industry could, quite frankly, quit their day jobs and become detectives if they wanted. We are in the business of figuring things out.

Take, for example, the Search Quality Evaluator Guidelines I shared earlier. From that, we can distill the concepts of expertise, authoritativeness and trustworthiness and how they apply to a website’s SEO.

Or look at the SEO Starter Guide shared earlier, where we can expand on one simple thought about an organized website:

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don’t require an internal “search” functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

… and correlate that to the SEO strategy of siloing a website.

Not to mention, there are plenty out there who use their tools and research skills to reverse engineer the algorithm. Take, for instance:

• SEMrush Sensor (SEMrush)
• MozCast (Moz)
• SERP Features Monitor (Searchmetrics)
• Google patent analysis (Bill Slawski)

Bottom line is, that we’re on it — as an industry and as SEO professionals. It’s our job to figure these things out. And we have a pretty good handle on what is needed to create a quality website that offers a good user experience.

Myth: Google Changes Things Without Any Warning

Fact: For the big changes, we often get a heads up

OK, this is not true for every single change. With multiple changes happening in search each day, sometimes a fluctuation hits sites unannounced. However, it goes without saying that Google has already given fair warning around anything that has to do with its Webmaster Guidelines.

In other words: don’t spam and do your best to create a quality website. Any updates related to those are fair game.

That said, when big changes are on the horizon, Google often gives direction and time to prepare.

“Mobilegeddon” is a perfect example. In February 2015, Google announced that it would be putting mobile-friendly sites front and center in April. In March 2016, Google announced it would increase the mobile-friendliness signal in May of that year. Both gave three months’ lead time.

This is in addition to all the other times and places that Google talked about mobile readiness leading up to the launch date.

Another example is the page experience update. Google announced it in May 2020, but it’s not set to go live until at least 2021.

SEO professionals are well-versed in Googlespeak, too. That means that even if Google doesn’t come right out and say that websites need to be focusing on something ahead of an update, they often hint at it.

Now let’s take the website that has been harmed by an unforeseen Google algorithm update or change. In those cases, we are able to use our collective tools, research, experience, and knowledge to better understand why, and then make improvements to that site.

Even for troubling trends like search results yielding zero clicks, there is a solution.

Because SEO is a long-term strategy, ups and downs are inevitable. But staying in it for the long haul will pay dividends. In all cases, there are ways to make a website stay relevant in the face of algorithm updates.

One final thing to remember: SEO is not meant to beat the algorithm. What we are focused on is creating quality websites and beating the competition instead.

Fact: Google Is Not Perfect. Neither Is SEO, But It Is Effective

We are playing in Google’s sandbox. Rather than throwing up our hands and admitting defeat, we can reap the rewards of more traffic and revenue if we play the game.

Of course, there will always be unforeseen circumstances that impact traffic. The COVID-19 pandemic is a perfect example. Sometimes algorithm changes hit us unaware, too. In some instances, you have to pivot your marketing mix to address these events.

But in all cases, you should continue the path of SEO — making your website easy to crawl and index, and providing a great experience for your users. If not, your competition will.

For more SEO myth-busting, see these articles:

• Myth No. 1 – SEO Is Too Unreliable (this page)
• Myth No. 2 – You Can’t Measure SEO
• Myth No. 3 – SEO Is a One-Time or Sometime Initiative

Need help with your SEO strategy? We’d be glad to talk with you. Request a free consultation today.

FAQ: How Can I Stay Ahead of Google Algorithm Updates with SEO?

Google’s algorithms are continually evolving, making it essential for SEO professionals to adapt and thrive. In this whitepaper, we’ll delve into expert strategies that will help you not only weather algorithm changes but also capitalize on them to boost your website’s ranking and overall online presence.

Understanding the Google Algorithm Updates

Google’s search algorithms undergo hundreds of changes each year, some minor, while others can significantly impact search results. Staying informed about these updates is the first step to staying ahead. Subscribe to official Google Webmaster Central blogs, follow industry-leading SEO news sources, and join forums to gain insights into the latest developments.

Quality Content Is King

High-quality content remains the bedrock of SEO success. Regularly update your website with informative, engaging, and relevant content. Understand your target audience’s needs and provide solutions to their queries. Google’s algorithms increasingly prioritize user intent and satisfaction, so creating content that fulfills these criteria is crucial.

Optimize for Mobile and Page Speed

Mobile-friendliness and page loading speed are essential factors in SEO. Google’s mobile-first indexing means your site should be responsive and offer a seamless experience across devices. Additionally, fast-loading pages contribute positively to user experience and can result in higher rankings.

Backlink Strategy and Quality Links

Building a robust backlink profile is essential for SEO success, but not all links are created equal. Focus on acquiring high-quality, relevant backlinks from authoritative websites in your niche. Avoid spammy tactics, as Google penalizes sites engaged in manipulative link-building practices.

Monitoring and Adaptation

Constantly monitor your website’s performance using analytics tools. When you observe fluctuations in rankings or traffic, investigate whether they coincide with Google updates. Be prepared to adapt your SEO strategy accordingly. Sometimes, these updates can present new opportunities for those who are quick to respond.

To successfully navigate Google’s algorithm updates, it is crucial that you remain vigilant, adaptable, and committed to providing high-quality content. Staying informed, optimizing for mobile use, and building solid backlink profiles while closely tracking performance are all effective strategies that will enable you not only to keep pace with these updates but also thrive within an ever-evolving digital landscape.

Step-by-Step Procedure: How to Stay Ahead of Google Algorithm Updates with SEO

1. Stay informed about Google algorithm updates by subscribing to official Google Webmaster Central blogs and following industry news sources.
2. Join SEO forums in order to connect with industry professionals and stay abreast of the latest developments.
3. Stay engaged with your audience by regularly adding targeted and relevant content to your website.
4. Prioritize user intent and satisfaction in your content creation to align with Google’s algorithm preferences.
5. Ensure your website is mobile-friendly and offers a seamless experience across different devices.
6. Optimize your page loading speed for improved user experience and better rankings.
7. Focus on building a strong backlink profile by acquiring high-quality, relevant backlinks from authoritative websites.
8. Avoid engaging in spammy link-building practices to prevent Google penalties.
9. Monitor your website’s performance using analytics tools to detect fluctuations in rankings or traffic.
10. Investigate whether performance changes coincide with Google algorithm updates.
11. Be prepared to adapt your SEO strategy based on the insights gathered from monitoring.
12. Embrace new opportunities presented by Google updates to improve your website’s ranking and visibility.
13. Continuously refine your SEO efforts to align with evolving algorithms and industry best practices.
14. Collaborate with experienced SEO professionals or agencies for expert guidance and support.
15. Engage in ongoing learning and skill development to remain at the forefront of SEO trends.
16. Network with peers and attend industry conferences to stay connected and updated.
17. Conduct regular SEO audits to identify and address any technical issues that may impact your website’s performance.
18. Implement structured data markup to enhance your site’s visibility in search results.
19. Test and optimize your website for local SEO if applicable to your business.
20. Keep an eye on emerging technologies and trends that may shape the future of SEO and adapt accordingly.

The post <em>Myth-busting SEO for the CMO:</em> Myth No. 1 – SEO Is Too Unreliable appeared first on Bruce Clay, Inc..