Another Google Algorithm Update? Is SEO Worth It?
Google is at it again, yet another Algorithm on August 1st that is being referred to as the Medic Update because it seems to be focused mainly on health and medical websites. For those of us who have been working on SEO for many years, we are fully aware that the conditions imposed on health and medical sites now are likely to show up in varying degrees for everyone as part of this and future algorithm updates. Every Google Algorithm update causes a shuffling of search results, potential losses of traffic, and unhappy website owners. Each time that this type of algorithm update happens, the question is “Is SEO Worth It?"
The first thing to do is to go back to basics and examine the reasons that SEO was a desirable marketing strategy in the first place. Here are some of the main advantages of a consistent SEO program: 1. Monthly organic recurring traffic can be stable and consistent. Every day, week, month, and year, you have reliable traffic comprised of qualified and targeted prospects. This type of traffic is predictable and easy to scale, which is the major benefit of an effective SEO campaign.2. Presentation of your brand in organic search results is an illustration that you have “earned” your placement as opposed to paying for it in paid search results. The more sophisticated that your target audience is, the more likely that they will respond more favorably to organic placement than paid placement. Secondly, how do we overcome loss of placement and traffic? Google Advice has issued a statement letting webmasters know that “Google's advice says there is nothing you can directly do to reverse your rankings.” Not being able to do anything directly does not mean do nothing. Here are the factors that we are taking a hard look at to improve rankings for our clients with the new update: 1. In reviewing the Google Quality Guidelines, which were updated right before the Medic algorithm update, it seems that many of the guidelines outlined in the sections related to “15.0 The Relationship between E-A-T and Needs Met” have been affected by the Medic update. Review these guidelines carefully as they apply to your website.2. Mobile Experience is a huge asset in this SEO environment. Make navigation easy, be vigilant on quick load time and be ready to add AMP (Accelerated Mobile Pages) especially if you compete on a national or even regional scale.3. Website Content must be unique, current and valuable to users. Do not hesitate to use blog posts as a way to convey current information to your web audience. Review your sitemap and site structure to ensure that SEO Siloing is in place and that Internal Interlinking is in place to help to link related content and make it simple for site visitors to find related content.4. Forget About “Hacks” in your SEO strategy, especially in link building. If you have a shortcut that you have used to gain an advantage in placement in the past, please consider that with the use of RankBrain, Google’s Artificial Intelligence (AI) tool, that Big Brother has eyes everywhere, and that any gains that you have will be short lived. The only long-term solution is to put in the work and work within the Google Guidelines.With any SEO strategy, there will be disappointments, frustrations and algorithm changes that will present challenges to website owners and their SEO firms. The key is to get back to the basics, put in the work, and get better. Use the algorithm changes as reminders to continue to provide fresh content and put in the work in on page SEO and link structure to maintain rankings.
Eric Van Cleave is the Co-CEO and Digital Marketing Director for TIV Branding
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TIV Branding is a boutique branding firm in Sonoma County, California. We specialize in building brands by using traditional, social and digital channels in unison. If you would like to discuss a project or find out more about how we do what we do, please email us at info@TIVbranding.com.