The SEO landscape is an ever-evolving one.
Some things will always remain the same when it comes to search: titles with relevant keywords, optimising the experience for mobile users, and so on. But other elements seem to change more often than a chameleon walking a rainbow…
Anyone with a business website will know that Google constantly updates its algorithms, and these changes can often have an impact on Search Engine Results Page (SERP) rank / position. It can be frustrating to keep up with best practice, to say the least!
Algorithm updates: why does Google do it?
As challenging as it is to keep on top of them, the updates come into play for a reason: to make results more useful for people searching the web, and to filter out sites that use underhand methods to boost their ranking. The recent “movie analogy” from Google’s Webmasters sums it up well:
“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before.
The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.”
What were the most noticeable changes this year?
Most people have heard of major Google changes from years gone by, including the infamous Panda (2011), Penguin (2012) and Hummingbird (2013) updates. But there are several recent ones from 2019 that might have had an effect on your website’s ranking position. In fact, there have been algorithm updates every month throughout the year! A few of these include:
The March 2019 Core Update, which set out to fine-tune broad core algorithm changes made in previous updates (like the August 2018 “Medic” update). This update negatively impacted sites with a poor user experience (due to elements like too many pop-ups, poor navigation and over-optimisation).
Then there was the June 2019 Core Update, which focused on altering the way the algorithm evaluated links, putting more weight on the trustworthiness of a website’s incoming links and the domain authority.
In the same month, Google released a separate ‘site diversity’ update. The goal here was to make search results more diverse. As a result, users now rarely see a single domain name appear more than once or twice in the top-ranked results, because more diversity in results means its more difficult for one website to organically saturate a topic.
This month, Google has added the new BERT system, created to help Google better understand the natural language people use in search queries. Google also rolled out another core update this month that looks to make search results more relevant to the user.
Confused by the continuous updates and wondering how exactly it will affect your business?
The answer: an SEO review
Here at ID Cubed, we’re happy to offer a comprehensive SEO review service on your website, so you can understand exactly what’s working and what’s not.
The SEO review will analyse all of the key criteria (onsite and off-site) that Google uses to index a website. In terms of onsite factors, there are between 200 and 250 different criteria that Google looks at when indexing a site – that’s a lot of boxes to tick! We use advanced SEO analysis software to track your whole site to see how it’s structured and how it’s performing in order to deliver to you a comprehensive list of factors that need attention. All ordered in terms of priority.
The offsite factors include a backlink analysis, to ensure that the links coming in to your site are of high value, and aren’t coming from untrustworthy or ‘spammy’ sources with a low ranking. This way, you can disavow the links from low-ranking sites and ensure the only backlinks to your site are from domains with a good authority level. In turn, your domain authority will increase (and likely your SERP rank too!).
Mapping out your marketing budgets for 2020?
Would your company benefit from a full website appraisal and SEO review? Comment below or contact us using any of the links at the bottom of this page to arrange a coffee and a chat, and see what digital ideas we have to help your business reach its full potential. On Facebook or Twitter? Don’t forget to follow us too! We look forward to speaking with you soon.