As any company knows that relies on Search Engine Optimisation (SEO) for a fair degree of – if not all – its marketing activity, Google has a lot of power in this area. What it enables and restricts marketers from doing in terms of SEO; how it appears to move the goalposts every now and again. Indeed, many business owners might argue that it does move the goalposts fairly often, not least when it comes to the rolling out of regular algorithm updates.
For its these in-built algorithms that Google creates and hones that determine the efficacy of SEO marketing practices for millions of business owners around the globe – and immediately Google drops a new update, it inevitably sends jitters throughout SEO rankings around the world, across many different sectors and industries.
And so seemed the case when Google dropped its latest major algorithm update (officially titled a ‘Google Search Quality Update’) on 1st August 2018. And it’s not over-stressing it to call this update major because it appears its roll-out carried on during September – either that or the August update was augmented by another, smaller but nonetheless noticeable algorithm update that took place eight weeks later on 27th September 2018.
Now, it should be noted that, although many SEO-reliant business owners have commented online a great deal about how this/ these update(s) have affected their rankings on Google. That said, though, we have only observed something of a flux in rankings. What does this mean, exactly? Well, in SEO terms, flux refers to when websites experience a change in their standings on search engine result pages – and, frankly, it’s a common consequence of major updates undertaken by Google.
From the horse’s mouth
Indeed, in response to the inevitable online speculation – even ‘fallout’ – to the 1st August algorithm update, Danny Sullivan, Google’s Public Search Liaison, confirmed that day in a Tweet that the update had taken place, yet the answer for website owners was to ‘… have great content. Yeah, the same boring answer’.
The fact is then – and this is something we absolutely abide by in ensuring we continue to provide SEO success at Icing Digital – to build and maintain a website that strives for, reaches and retains its high position in ranking, you can’t try to beat the system; get around the algorithms (and their updates). Fundamentally, you must focus on serving your customers via producing a high-quality website that’s packed full of high-quality content. And that means content that’ll find and engage real people because it offers them products, services, information, advice and exactly what they want to satisfy their needs and desires.