What do you do if your clients are concerned about the impact of algorithm updates in SEM?

1 Educate Your Client

When clients are worried about algorithm updates, start by educating them on the nature of these changes. Explain that search engines periodically update their algorithms to enhance the search experience and combat spammy or low-quality content. Make sure your clients understand that while these updates can temporarily disrupt SEM campaigns, they are also designed to reward well-structured and user-focused content. Emphasize the importance of quality over short-term tactics, and reassure them that staying the course with best practices is the best defense against algorithm volatility.

4 Focus on Quality

A fundamental strategy to mitigate the effects of algorithm updates is to focus on quality content. Stress to your clients the importance of creating ads that provide value and resonate with their target audience. High-quality content is less likely to be negatively affected by algorithm changes and can actually benefit from them. By prioritizing relevance and user engagement in their SEM efforts, your clients can improve their overall online presence and performance in search engine results pages (SERPs).

5 Diversify Marketing

To safeguard against the unpredictability of algorithm updates, advise your clients to diversify their digital marketing efforts beyond SEM. Incorporating search engine optimization (SEO), social media marketing, and email campaigns can reduce reliance on paid search alone. This diversification creates a more robust online presence and can help maintain visibility and lead generation even when SEM performance fluctuates due to algorithm changes.

6 Maintain Communication

Lastly, maintain open and regular communication with your clients throughout any algorithm update process. Provide them with updates, insights, and actionable steps as you work through the changes together. This transparency builds trust and demonstrates your commitment to their success. Keeping your clients informed not only helps manage their expectations but also involves them in the process, fostering a collaborative relationship that can weather any changes in the SEM landscape.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?