Google continues to tweak and update its Search algorithms in an attempt to reward higher-quality websites with higher rankings. If you have found that your site’s ranking has changed recently, the change may be due to the much-publicized recent updates to the Panda algorithm.
If the ranking of your site has increased, that indicates that your site is providing the kind of high-quality content that Google is looking for (and most likely your customers appreciate it too).
If your site ranking has decreased, take that as an indication that you need to make some changes to your business’ website. Here are our top 5 tips for dealing with Search updates this summer, based on Google’s own recommendations:
1. Do your research. While Google will not disclose how its algorithms go about determining the quality of a site, it has provided hints as to what the algorithms are looking for. You should be trying to provide content that your potential customers will find useful and interesting and that provides some genuine insight into the topic. If your content doesn’t provide your customers with new facts, it should provide them with a new opinion or a novel analysis of the facts.
2. Spend time editing content. Form matters very much in this context. If a page or article has spelling or grammar mistakes, the algorithms will assume that the content is low-quality, even if it contains well-researched and informative content. (Your potential clients are also less likely to trust content if it is not presented in a professional manner).
3. Clean up your site. Just providing high-quality content may not be enough, if your site also contains some low-quality or redundant material. It may be time to go through your whole website and merge pages to make every page high-quality. Determine whether your site includes old articles that are no longer relevant and that may seem redundant if you have revisited the topic in more recent articles. If so, it may be time to get rid of those older articles.
4. Demonstrate your trustworthiness. Provide your credentials. You are an expert on your business, so don’t be afraid to explain to your audience why they should listen to your opinion on a subject. Provide your audience with external sources of information that you use to generate content or do your research. Incorporate the help, opinions and comments of other experts into your site by interviewing them, asking them to write an article or blog post for your site, or asking them to answer a particular question for your site.
5. Concentrate on providing content that your target audience (your potential customers or clients) wants to read, rather than on improving your Google Search ranking.