By Anthony Martin, founder & CEO of Choice Mutual
Thankfully, most of Google's updates aren't major, so its daily changes will seldom affect your organic rankings.
So what can a business do to best weather the Google storms, so to speak, and enjoy some level of consistent organic traffic from Google?
Understand there is no guarantee that any effort will allow your website to benefit from Google algorithm changes. That said, based on personal experience and from collaboration with other successful website owners, I believe there are two simple steps you can employ to give your website a good chance to enjoy consistent traffic, no matter how many times Google updates its search algorithm.
1. Satisfy searchers' desires better than anyone else.
"Search intent" simply refers to the searcher's objective. In other words, what do they want to accomplish?
As a website owner, your primary objective with all content is to provide acute answers to your users' questions. But simply answering their questions is not good enough.
Regardless of your industry, there are hundreds if not thousands of other businesses just like yours fighting for the top rankings. You must do the best job on the internet at delivering the answers searchers are seeking.
Consider the following as you build your content:
- Are your answers direct and specific or ambiguous?
- Do you explain the reasoning for your conclusions?
- For each keyword, is there any question you are not answering?
- Is it easy for users to find answers to their questions?
- Are the answers to the most popular questions near the top of the page?
- Are you speaking in the same modality your customers use?
- Are you avoiding the use of industry jargon your customers may not understand?
- Is the content easy to visually consume?
- Does it look nice?
- Does it look professional?
- Do you cite relevant authoritative sources to back up your claims?
If you stay laser focused on satisfying search intent that is superior to everything else on the web, Google updates likely won't matter much. In fact, if this practice is your focus, you'll probably find Google updates benefit you!
Why do I say this? It's because this practice is directly in line with helping Google achieve their No. 1 objective.
No matter what updates Google releases, its goal will always remain the same, which is to get people to use Google again for their search needs.
Users will only return to Google if it does the best job of giving them the information they're looking for.
If someone has a better experience when using Yahoo or Bing versus Google, they'll use those other search engines for their search needs.
Regardless of what updates Google releases to its search formula, they will never detract from Google's sole mission to get users to return for their search needs. If you're constantly in line with helping Google realize its goal by providing best-in-class content aimed at satisfying user intent, you stand a very good chance of withstanding and/or benefiting from its search updates.
2. Never stop increasing how much Google trusts your site.
Backlinks, which are hyperlinks from one website to another, are the primary way Google calculates how much they trust your website.
When Google sees another website link to yours, it concludes the other website must trust you -- otherwise, why would it link back to your site?
It's an indisputable fact that a website's backlink profile is the single greatest ranking factor that determines Google rankings.
For this reason, you must constantly build links so your level of trust in the eyes of Google continually increases. Doing so will give you the best chance at having steady traffic and not seeing fluctuation after fluctuation when Google releases updates.
At the end of the day, you want to continually grow how much Google trusts your website and have content that better answers searchers' questions than anything else online. If you do those two things, Google updates aren't something you need to fear. Just the opposite; you'll welcome them.
Anthony Martin is the founder & CEO of Choice Mutual, a national final expense life insurance agency.