Google updates may have funny names. But they’re not a laughing matter.
When those algorithms change, protecting your Google ranking is crucial. It can be the difference between ample organic traffic and next to none.
Research shows that 33% of organic traffic go to that coveted #1 position. 17% will be awarded to #2. Once you get to #5, 6, 7?
Traffic might as well not be there at all.
Let’s make sure you’re up to speed with some of the most impactful Google algorithm updates.
Penguin 1&2
Penguin represented a major change in the way sites are ranked. It hurt a lot of sites who Google claimed were too focused on “gaming the SEO system.” They weren’t focused enough on customer experience.
Site ranking began to refresh in real time. So if you identified a problem, you could fix it and quickly recover. This was better than waiting 3 or more months for rankings to update.
Additionally, Penguin devalues or values pages independent of their domain. So, a reputable site can’t have a page full of spam that ranks high because of who the company is. The algorithm weighs it on its own merit.
Sites that relied on link farms got hit hard. Those who were buying low authority links saw their ranking evaporate almost overnight.
What To Do
Every page on your site should add its own independent value.
Links should be obtained from high DA (domain authority) websites.
You can disavow links from low authority sites.
Panda
Panda update sought to lower the ranking of sites that created tons of low quality, key word stuffed content. This was done in an attempt to obtain higher rankings in Google.
Sites who were using machine spun content or re-wrote the articles of others were targeted.
What To Do
Create content for people, not search engines. Content should be substantial, relevant, well-formatted and add value to people’s lives.
Fred
No one actually knows what Google algorithm updates include or impact until after they hit. So, newer updates like Fred are still being researched.
What we know so far is that Fred seeks to lower the rankings of websites that are mostly ads. It also targets those providing low-value content. Likewise with sites attempting to get backlink juice from unrelated websites.
What To Do
Put users first. Attract viewers by adding value with content that is helpful. Keep ads relevant and at a reasonable level.
Obtain backlinks from sites that are relevant to your own.
Pigeon
Pigeon improved local search. It gave local businesses preferential treatment in their areas. It drowned out much of the national or international competition.
What To Do
Google algorithm updates like Pigeon may give local business an advantage. However, businesses still have to know how to make it work for them.
This requires utilizing local SEO strategies to make it clear what communities they serve.
Hummingbird
Hummingbird placed more focus on the relationship among words. Before Hummingbird, simply having a key word like “best restaurants in Raleigh” in your content would allow to rank higher.
But thanks to Hummingbird, if someone were to enter this, they would be more likely to pull up Raleigh restaurants that have received high reviews.
What To Do
Use LSI (Latent Semantic Indexing) strategies. Include lots of connected and complementing key words rather than focusing on one key word.
Google Algorithm Updates Are Just the Beginning
Google updates can be frightening and unpredictable. But by focusing on creating an inviting and dynamic customer experience, your business can thrive while others feel the effects of Google changes.
Want to learn more about how we can help your business increase its online visibility, engagement and conversion? If so, contact us today.
