You're facing algorithm changes. How can you effectively inform clients and stakeholders?

1 Educate Calmly

When an algorithm change occurs, your first step is to educate your clients and stakeholders about what has happened. Use clear and simple language to explain the nature of the update and its potential impact on their search engine rankings. Avoid technical jargon that might confuse or alarm them. Instead, focus on the basics of how search engines work and the goals of the update, which often aim to improve user experience and relevance of search results. By starting with education, you set a calm and informed tone for the discussions that follow.

2 Analyze Impact

After briefing your clients on the algorithm change, it's time to analyze its impact on their websites. This involves reviewing key performance indicators (KPIs) such as traffic, click-through rates, and keyword rankings. Present your findings in a clear, organized manner, emphasizing that fluctuations are normal in the immediate aftermath of an update. Assure them that you're monitoring the situation closely and that some degree of volatility is to be expected before strategies can be fully adjusted.

3 Adjust Strategy

Once you've assessed the initial impact, you must adjust your SEM strategy to align with the new algorithm parameters. Explain to your clients that this process is about refinement, not reinvention. Discuss the importance of quality content, the relevance of keywords, and the user experience – all factors that typically remain consistent through updates. Provide a step-by-step plan on how you intend to tweak campaigns, whether it's through on-page optimization, content updates, or altering ad spend.

4 Communicate Often

Effective communication is key during periods of change. Keep your clients and stakeholders in the loop with regular updates. Whether it's through weekly emails, reports, or calls, let them know how their SEM campaigns are performing and what adjustments are being made. Transparency builds trust; by keeping lines of communication open, you reassure them that their interests are being looked after even amidst uncertainty.

5 Foster Collaboration

Encourage your clients and stakeholders to be part of the solution. Invite their input on content direction, keyword selection, and other strategic decisions. Collaboration not only helps in creating a more robust SEM strategy but also ensures that everyone feels involved and invested in the process. When clients contribute their insights and business knowledge, it can lead to innovative approaches that align well with the updated algorithm.

6 Stay Informed

Lastly, emphasize the importance of staying informed about search engine trends and updates. Encourage your clients to subscribe to industry newsletters or follow SEM thought leaders on social media for insights and analysis. By being proactive about education, they'll be better equipped to understand the rationale behind strategy changes and the dynamic nature of search engine marketing.