Google updates are a matter of concern for SEO users because the updates often necessitate SEO adjustments to keep the systems in tune with the best practices. Algorithm changes keep rolling out regularly and silently, and the interesting thing is that rarely there is any announcement about it. Users remain perturbed about updates because of the uncertainty they face from it that can cause temporary setback of SEO. Google rolls out as many as 600 updates in a year, and it is not that every update affects SEO barring some major ones. However, you may have to do minor changes in SEO to stay compliant with Google guidelines. Therefore, being watchful about search engine behavior and monitoring SEO performance from close quarters to detect any abnormality, which may have links to update rollout, as quick as possible is the responsibility of SEO managers.
Does this mean that the moment you detect some inconsistency in SEO performance, you start tinkering with the process? Not always, say the experts at Sherman Square Marketing because unless there is some remarkable change in performance that you are unable to recover from, it does not make sense to make changes in SEO blindly. There may be other reasons for inconsistent performance perspective. Some update up may relate to merely the aesthetics of the page that shows search results while some other updates do not have any impact on SEO performance. Some fundamental considerations that determine search rankings and remain the pillars of SEO would never require any changes even though the ways they are evaluated or expressed have been tweaked. What these fundamentals are will be clear as you keep on reading this article.
The site structure
As you want your website to make a huge impacting first impression on viewers, you must also use the site structure and layout to impress Google and other search engines. Google picks up valuable leads by assessing the structure and design of the website and uses it for evaluation to envisage how it would appear in the search engine results page (SERP). The reason is quite simple. Google would extract the Meta data of your website to create rich snippets that accompany search results; hence, it takes into cognizance the description and page title that provides the data that is necessary for creating snippets. You can also use specialized structures like structured markup to offer exclusive content to searchers when they look for it. Typically, with the help of micro formatting, you can publish a calendar for users that would be visible in search results.
Maintain visibility for search engines
The most important consideration of websites is to ensure that it remains visible to search engines and facilitate easy crawling by the bots to figure out the content. Only after Google accesses all content on the web and index it that it decides which one to pick against relevant keyword searches. Unless your website is visible, there is no question of the bots reaching out for it. And being out of the bots’ reach means that the web content will never appear in the Google index, hence not show up in search results. The importance of technical SEO becomes palpable as it facilitates high visibility of your website, presents the right pictures of the site and brand and ensures speedy loading of websites. Regardless of whatever changes you may have to do to SEO, these aspects would never change very soon.
The importance of links will never fade
Google values inbound links significantly because it reflects the trustworthiness of websites. It is never advisable to depend on a single source to determine the trust level of sites and is the reason why Google attaches so much importance to the links that websites acquire. A person is known by the company he keeps, and websites are known how much trustworthy it is by looking at the links that it could gather. Larger is the inventory of credible links in your possession, higher you would rank with Google as a trusted entity. Despite all the transformations that link evaluation and link building have undergone over the past few years, it has not lost an iota of its importance to Google. For building domain authority and improving search rankings, inbound links are still your best bet.
Content rules supreme
Google has endeavored to provide the best content to users, and it is relentless in its pursuit of the best content on the web. To find a way to Google's heart with the purpose of gaining high visibility, you have no way buy to create and distribute high-quality content that is relevant to your target audience. Sticking to the parameters that define high quality will help you to achieve the goal.
The content length per page must be at least 800 words, and it must be well researched and comprehensive and easy to read and understand. The layout of the content must be attractive with headings and sub headings so that it becomes easy for readers to focus on the relevant context without having to go through the entire post. The more value that you can pass on to readers, higher will be the content quality, and better will be the website ranking.
Refrain from manipulation
Google dislikes manipulation for earning better ranks by cutting corners of your SEO campaign to fool search engines. Keyword stuffing, spamming, hidden keywords and link schemes are black hat techniques that Google hates and does not hesitate to hit back hard when detected by penalizing the websites. You must work hard to earn good ranks, as Google does not believe in short cuts. The better you are in providing more value to users, higher will be the rewards from Google. Google’s vigilance against black hat practices remains as strong as ever, and it has become even more active.
Sticking to the principles discussed above will help you to improve your search results no matter what updates keep rolling out in Google’s quest for refining user experience and providing the most appropriate answers to their queries.