I read a post today from someone who’s experienced the frustration of focusing on the Search Engines for their website traffic.
The problem is – the search engines keep changing their algorithms in order to improve the relevance of their results and to block loopholes the black-hatters find.
And many big, popular sites (like Target) have been wiped out by a Google algorithm update. One site, who’s name I forget at the moment, even sued Google for loss of business as a result of an algorithm update!
I had the same experience years ago when I was depending on PPC via Google Ads for my traffic: the algorithms were changed every couple of months (or more frequently) which often screwed up my campaigns. Extremely frustrating.
So I stopped relying on Google Ads and looked for other ways of getting traffic.
The more you can produce good content and stay within the Google Guidelines the more resistant your site will be to the negative impact from algorithm updates.
Generally, but not definitely.
Google wields a ridiculous amount of influence, given its near monopolistic position. And, at least in my view, it does not wield it responsibly.
I wrote a separate post about how Google is no longer providing unbiased results, but is more concerned with making money.
And that is to the detriment of both webmasters and searchers.
My recommendation is that you do not rely on search visitors from Google. The basis of that traffic is not stable because of the algorithm changes that take place on a regular basis.
9 steps you can take to minimise the imapct
Although I’m by no means an SEO wizard, here are 9 basic steps you can take to increase your site’s resistance to algorithm changes:
- Complete all your META tags – individually for each page. More details here
- Create a sitemap and submit it to Google. Install an SEO plugin, or an XML sitemap plugin, create the sitemap and then submit the link to it in Google Search Console
- Use your H2 and H3 tags properly (H1 is reserved for the page title exclusively) and include your keywords or closely related words in each
- Avoid scripts as far as possible
- Use CSS with an external stylesheet
- Complete an ‘alt’ tag for every image, describing what the image is depicting.
- Link to your site from wherever possible as long as the links are relevant
- Write well-written, well-presented, well-researched and detailed articles. Good content is the basis of good SEO
- Diversify your sources of visitors as far as possible
The best approach to developing resistance to algorithm changes is to produce good quality content and use as many different channels as possible to bring visitors to your site.