Google is constantly updating its search algorithm, making it nearly impossible to keep track of how the changes are impacting your search strategy. The search engine giant is making these enhancements in an effort to improve the user experience and deliver the most relevant search results. However, from a marketer's perspective, these changes have the potential to decrease your online visibility and derail your overall search strategy if you're not in the loop.
As a marketer, it's easy to become flustered with the constant updates to search algorithms. Trying to determine if your website and its content meets the criteria to rank well in search results can feel like a full time job. You can find hundreds of guides online for how to outsmart the Facebook algorithm or SEO tips "to beat" the way that Google ranks content. While it's important to be privy with the current SEO landscape, your time is better spent focusing on creating meaningful organic content rather than trying to outsmart search algorithms.
We've been hearing about the transition to mobile-first indexing for quite some time. Google gave us the heads up over a year ago that it will soon begin crawling the web from a mobile browser point of view, meaning that the content on mobile-friendly websites will be taken into consideration first when putting together search results. However, as Google begins to roll out the mobile-first indexing process, many business owners as asking themselves if having a responsive website design that appeals to mobile users is enough.
Thanks to the growing number of users performing searches from mobile devices and the influx of voice technology, the search landscape as we know it is changing. Something else that marketers can't afford to ignore about the way that search is evolving is the increasing number of vertical search engines.
If you think about it, some of the best experiences in life are things that we don't have to wait for. As consumers, we have become accustomed to immediate gratification. We can fast forward through commercials, receive two-hour delivery from Amazon Prime Now, and get a response from voice assistants like Alexa within a second.
Google recently announced that it will be launching an update to Google My Business, which will make it easier for businesses to managed enhanced categories of content and posts for multiple locations. We can expect the update to roll out by the end of the month, and this enhancement will be especially beneficial to you if your business has more than one location.
As a marketer that works hard to reach your target audience online, it's common to feel out of sorts each time that Google makes an update to its search algorithm. And, unfortunately for marketers, search engines are constantly updating the criteria that they use to rank content.
A decade ago, most businesses that wanted to climb to the top of Google's search results were focused on search engine optimization, and some used unethical tactics to increase visibility in search results. However, the algorithms for search engines have since evolved, and marketers need to focus on creating high-quality, value-added content in order to earn a prime spot in search results.
Google My Business, formerly known as Google Places, is one of the most effective ways that your business can increase its online visibility and dominate local search. While you need to include your business in as many online directories as possible to excel with your search engine optimization strategy, you need to make your Google My Business listing a priority as its the most comprehensive and accessible directory on the internet.
You've heard time and time again that if you want to expand the reach of your content, you need to leverage industry influencers to spread the word. But if you could become one of these industry influencers yourself?