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We recently had an SEO repair project for a client with a penalized site. It\u2019s a pretty common situation of late in the wake of Google\u2019s core algorithm updates.<\/p>\n
Our approach included doing a very deep dive turning over all suspect rocks. We found areas for some improvement, which we passed on to their teams for repair.<\/p>\n
Based upon finding so few things wrong with their site, in my opinion, their SEO team was doing their job.<\/p>\n
The few improvements we suggested were made. However, the site\u2019s rankings did not bounce back enough in Google searches.<\/p>\n
Google has repeatedly (and excessively) said<\/a> there is nothing that webmasters can do about the core algorithm updates:<\/p>\n As with any update, some sites may note drops or gains. There\u2019s nothing wrong with pages that may now perform less well. Instead, it\u2019s that changes to our systems are benefiting pages that were previously under-rewarded….<\/p>\n There\u2019s no \u201cfix\u201d for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.<\/p><\/blockquote>\n \u2013Google SearchLiaison on Twitter<\/a><\/p><\/blockquote>\n In other contexts, I\u2019ve heard Google representatives say this differently \u2014 that with a core algorithm hit, there\u2019s nothing \u201can SEO\u201d can do.<\/p>\n So, I dissected their statements.<\/p>\n Instead of taking it at face value (nothing can be done), I questioned the claim qualifiers. If a webmaster and an SEO can\u2019t \u201cfix\u201d it \u2014 is there something someone else<\/strong> could do? What is neither a webmaster issue nor an SEO issue but could still greatly affect SEO?<\/p>\n \u201cWhen you have eliminated all which is impossible, then whatever remains, however improbable, must be the truth.\u201d<\/em><\/p>\n Google has defined three basic attributes that it looks for to determine quality websites \u2014 expertise, authoritativeness, and trustworthiness (E-E-A-T).<\/p>\n One year ago, Google did an update. That was labeled the Medic update<\/a>, and I believe it was a significant and obvious step focused on TRUST. Basically, it is my opinion that trusted sites that were interlinked with untrusted sites were penalized.<\/p>\n I believe the Panda update was about expertise, Penguin about authority, and Medic about trust. And I think artificial intelligence (AI) has allowed Google to make significant advances in sentiment measurement as a part of that trust component.<\/p>\n We also know that Google looks beyond<\/em> the page content when evaluating E-E-A-T. Here\u2019s what it says in the Search Quality Evaluator\u2019s Guidelines<\/a> \u2026 (Note that \u201cMC\u201d refers to the main content of a webpage.)<\/em><\/p>\n \u201cFor \u2026 pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-E-A-T) is very important. Please consider:<\/em><\/p>\n <\/p><\/blockquote>\n So when we\u2019re talking about E-E-A-T, the content, the author when applicable, and the site as a whole all matter.<\/p>\n There are other indications that trust is a high priority with Google \u2026<\/p>\n So we dug into trust.<\/p>\n Looking beyond the website, we found that the client had some big trust issues.<\/p>\n First off, this online retail site had a rating of \u201cF\u201d with the Better Business Bureau.<\/p>\n Consumers refer to the BBB to gauge how trustworthy a company is. And the BBB is said to provide sentiment data to Google. So this was a bad sign.<\/p>\n Secondly, many customer review sites contained very negative reviews of the company.<\/p>\n We dug deeper to find out why<\/em><\/strong>.<\/p>\n The company apparently ignored (certainly did not satisfy) complaints. Commenters had left negative feedback in plain sight. But either it was being ignored, or nobody was even reading the reviews.<\/p>\n In aggregate, it appeared that the sentiment (the voice of their customers) had poisoned the brand\u2019s online reputation.<\/p>\n This destroyed trust and impacted their search engine rankings as much as if they had a penalty. There is no lever to pull that can fix this situation.<\/p>\n Or otherwise stated, \u201cThere is nothing webmasters<\/em> can do about the core algorithm updates.\u201d<\/p>\n Understand reputation is not historically an SEO job. Brand protection and reputation management live elsewhere within marketing. That is why the client\u2019s SEO team did not see it.<\/p>\n But if Google\u2019s E-E-A-T factors grow in scope, the scope of SEO needs to expand as well.<\/p>\n By the way \u2026 when was the last time you checked your firm\u2019s BBB rating?<\/em><\/p>\n Here\u2019s what we did for our client. We produced a sentiment analysis report that documented what we found. It included quotes, charts, and screenshots, along with sentiment measurements.<\/p>\n Our recommendations detailed many specific to-dos. But the general message cut far deeper into the heart of their business than the advice we typically give in SEO consulting \u2014 we recommended they become customer-centric<\/em>.<\/p>\n A business with widespread negative sentiment and too many bad reviews needs a radical culture shift.<\/p>\n The only solution is to read all the bad reviews, identify the problems, and then assign staff to their immediate repair.<\/p>\n Answer complaints 10 times better than necessary. Overwhelm people with support.<\/p>\n Managers should personally contact each negative reviewer and do what is appropriate to address their issue. Then they can post responses with their resolution on those review sites. Responding shows that you care and can be trusted to support customer problems.<\/p>\n And by all means, immediately fix any BBB issues. Claim your business listing on BBB.org and start monitoring the reviews. It\u2019s important to respond to bad reviews<\/a> appropriately, but also be sure to appreciate the happy reviewers.<\/p>\n As a last urgent warning, DO NOT pay customers or reviewers to change their comments.<\/em> The Federal Trade Commission will charge a massive fine if you do that. People can \u201cupdate\u201d their own reviews if they want. But offering them any kind of paid incentive is illegal. (Here\u2019s where you can read what the FTC allows<\/a> for business owners.)<\/p>\n As SEOs, we have to stay on our toes. With algorithm updates and SERP changes happening multiple times daily, we either adapt or die.<\/p>\n Now, we have to expand our role. We have built this into audits and penalty reviews and regularly monitor ratings. How about you?<\/p>\n I\u2019m convinced that sentiment is a trust signal, part of the \u201cT\u201d equation in E-E-A-T.<\/strong><\/p>\n Google evaluates a site\u2019s online sentiment across the web. When sentiment trends are negative, it can indicate many possible business problems. But we are convinced that it can also impact the site\u2019s rankings in search.<\/p>\n If sentiment can affect a site\u2019s rankings, either up or down, then it spills into the purview of SEO.<\/p>\n For this reason, I believe that sentiment analysis needs to be part of SEO now.<\/p>\n If you\u2019re wondering how to do sentiment analysis for SEO, read my follow-up post on sentiment analysis for SEO<\/a>.<\/p>\n Want to read more like this? Subscribe to our blog<\/a>.<\/em><\/p>\n For expert assistance with your online presence, request a free quote<\/a>.<\/em><\/strong><\/p>\n SEO (Search Engine Optimization) repair projects have become pivotal for businesses aiming to maintain a strong online presence. These projects involve identifying and rectifying issues that hinder a website’s performance on search engines. While traditional SEO strategies are indispensable, integrating sentiment analysis can take your SEO repair initiatives to new heights.<\/p>\n Understanding Sentiment Analysis and SEO Repair<\/strong><\/p>\n Sentiment analysis is how public sentiments, opinions, and emotions are communicated through online content. Text data is examined to ascertain if its tone is positive, neutral, or negative; its primary use is for monitoring social media platforms and conducting market research, but with additional applications that go far beyond these areas.<\/p>\n In SEO repair, sentiment analysis offers invaluable insights into user perception. By analyzing user-generated content such as comments, reviews, and forum discussions related to your website, you can identify issues that may adversely affect your site’s reputation and user experience. This proactive approach enables you to address concerns before they escalate and impact your search engine rankings.<\/p>\n Leveraging Sentiment Analysis for SEO Repair Projects<\/strong><\/p>\n Incorporating sentiment analysis into your SEO repair projects is a strategic move that can lead to substantial benefits. By proactively addressing user concerns and improving the overall sentiment associated with your website, you boost your search engine rankings and enhance user satisfaction and trust. In the dynamic world of digital marketing, staying ahead requires innovative approaches, and sentiment analysis is a powerful tool that should not be overlooked.<\/p>\n Step-by-Step Procedure: Enhancing SEO Repair Projects with Sentiment Analysis<\/strong><\/p>\n We recently had an SEO repair project for a client with a penalized site. It\u2019s a pretty common situation of late in the wake of Google\u2019s core algorithm updates. Our approach included doing a very deep dive turning over all suspect rocks. We found areas for some improvement, which we passed on to their teams […]<\/p>\n","protected":false},"author":35,"featured_media":76906,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[6,59,1232],"acf":[],"yoast_head":"So what is outside of direct SEO that impacts SEO?<\/h3>\n
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<\/a>Trust Is a Big Deal to Google<\/h2>\n
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![\"Screenshot](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/01\/Portable-Network-Graphics-New.png\")
<\/li>\n![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/01\/Portable-Network-Graphics-OG.png\")
<\/p>\nTrust Extends Beyond (Traditional) SEO<\/h3>\n
![\"Screenshot](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/01\/BBB-Sample-Rating.png\")
<\/p>\nPushing the Boundaries of SEO …<\/h3>\n
<\/a>A Radical Recommendation<\/h2>\n
How to Fix Negative Sentiment<\/h3>\n
Sentiment Expands SEO<\/h3>\n
<\/a>FAQ: How can sentiment analysis enhance the effectiveness of SEO repair projects?<\/h3>\n
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