Google’s Core Algorithm Update Affects Content Rankings
Google’s core algorithm is about to receive its second upgrade for 2022. Find out how your B2B brand should respond to the planned changes in on-line content ranking.
My first experience as a web administrator came in 1999. Getting content to rank on a search engine worked very differently in those early dot-com days.
In many cases, you could simply email a search engine and ask them to add your URL. In other cases, like Yahoo or AltaVista, you had to wait for their rudimentary web crawlers to come across your page. That sometimes took months.
Google, with its PageRank system was a game changer. Somehow, it had a knack for understanding search terms and providing quality content in response to them.
Google Now Has a Virtual Monopoly
As a result, Google now has a virtual monopoly in the search engine space, with a market share in the range of?84%. None of its competitors even have market shares in the double digits.
So, getting your B2B content to rank ahead of your competitors on Google is a very big deal. That’s why there was a lot of excitement this week when the news broke that Google’s core algorithm is due for an update.
Like all software providers, Google is constantly tweaking its applications. However, formally announced updates to Google’s core algorithm only take place once or twice and year. They signal changes in how marketing content will rank going forward.
“Systems Have Been Improved to Better Assess Content”
Google explains why they publicize these major updates this way. “We want site owners to understand these changes aren’t because of something they’ve done but rather because of how our systems have been improved to better assess content overall and better address user expectations.”
You may notice shifts in where your content ranks on Google as the update rolls out. It’s important not to take this personally or assume that Google is targeting your site or your brand.
Google’s core algorithm doesn’t work that way. Although it assesses content based on predefined and closely guarded criteria, Google’s developers don’t program the algorithm to target individual pages or websites.
Google’s Core Algorithm Doesn’t Target Individual Pages or Websites
Google’s public liaison for Search, Danny Sullivan, compared it to someone refreshing a website that lists the top 100 Hollywood films. “Some new and wonderful movies that never existed before will now be candidates for inclusion,” Sullivan said. “You might also reassess some films and realize they deserved a higher place on the list than they had before.”
Whenever Google announces any sort of change in the way it does business, rumours circulate and B2B content marketers tend to overreact. As always, it’s better to respond appropriately to facts and evidence than to react to anecdotal hearsay.
As a marketer, you need to understand that Google has a different objective than you have for your content. As Sullivan told Inc., “We’re always looking for ways to improve these systems so we can display the most useful results possible.”
With that in mind, Google mentions a number of things to reconsider if your content seems to be ranking lower as a result of Google’s core algorithm update.
Improve Mobile Friendliness
Perhaps the most important update marketers should consider is to ensure their content is mobile-friendly. People don’t have the patience to enter URLs on mobile devices. They use search almost exclusively, so Google prefers mobile-friendly sites.
Today’s users expect the same functionality on a mobile app that they're used to on their desktop. They also expect responsive design that follows the “don’t make me think!” principle.
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Update Your?Sitemap
Your sitemap will be another important aspect to review. Google designs its web crawlers to identify the most important pages on your site - what some creators call cornerstone content.
Readers do the same thing, and the crawler’s programming emulates the way readers think. So, it makes sense to review your sitemap periodically to make sure it points users and web crawlers to the content that matters most to your brand.
Review Alt Text to Help Visually Impaired
Another quick way to improve your search results is to review your alt text. That’s the brief description you can attach to the images on your web pages.
The original and primary purpose of alt text is to support the visually impaired. You should always write alt text with that in mind.
Google’s web crawlers also read alt text and its presence improves a page’s search results. That’s not an invitation to keyword stuff all your alt text messages. What Google wants to see is a helpful description of what the image depicts.
Create Clear, Accurate Titles
Speaking of keyword stuffing, don’t do that in your titles either. While it’s not a bad idea to have a highly relevant keyword in your title, what the web crawler looks for is a clear title that accurately describes the page contents. It's not interested in clickbait.
Reduce Load Times
Load times can also adversely affect your Google ranking. Google’s users are less likely to read a site that takes a while to appear on their screens.
With that in mind, Google’s core algorithm gives priority to sites that load promptly. The best way to speed up your page’s load time is to make sure all your media files are the optimal size for Internet sharing.
Forget About Loopholes or Gimmicks
The days when search engine optimization involved a sneaky bag of tricks are way behind us. Trying to spot new loopholes or gimmicks to fill them isn’t going to help you adapt to Google’s core algorithm update.
As long as your team continues to focus on creating content that readers find helpful, your brand has nothing to worry about.
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