One question I get constantly is what to do when Google’s algorithm is updated. Well, that is a loaded question and one that usually comes with a lot of baggage to unpack. If you are worried that you may be affected by a future update to Google’s algorithm, then you may already be in trouble. Proactive website optimization is a way to stay ahead of algorithmic fluctuations (doesn’t always work, but more times than not it helps).
Additionally, changes are made to Google’s algorithm, albeit sometimes very minor changes, every week, and even so, the more websites change their content, internal linking, architecture, etc., this can also affect the Search Engine Results Pages (SERPs) where you are currently ranking, so not everything is necessarily Google’s fault.
Step 1: Analyze what Google says on a weekly basis.
Several accounts on Twitter can give you insight into the “rumblings” of updates including Google Search Liaison who is Danny Sullivan, John Mu who is a Webmaster Trends Analyst at Google, and related to John Mu is the Google Search Central YouTube channel.
Step 2: Update your content when it makes sense to do so.
Popular pages, like your services pages, homepage, or blogs that get lots of traffic, should be regularly revisited to ensure that the content remains up-to-date and evergreen. This doesn’t mean you have to update content every day or every week, but potentially once per quarter, you should look at one of these sections of your website and ask “what could I do better on this page?” whether it’s a sentence that could be replaced, a section of the website that could be redesigned, or something as simple as changing the title tag and meta description.
Step 3: Do not make knee-jerk reactions to changes from Google.
Whether its the Core Web Vitals announcement from early 2020 or Mobilegeddon, making knee-jerk reactions to an announcement from Google can have dire consequences. For example, if you make a spur-of-the-moment decision by cutting away swaths of content on your website, you can adversely affect the internal link authority for relevant content that is interlinked… in turn affecting the overall quality and relevance of content pieces that may be performing well. Make sure you are making calm, informed decisions when it comes to making changes on your website.
If you take anything from this post, its that you should keep yourself “in the know” about Google’s latest changes and feature additions, and make sure you are making proactive, informed decisions about changes and updates to your website.
If you have any questions, don’t hesitate to reach out to me!