It’s Being Called A “Massive” and “Major” Update – So What Are You Going To Do About It?
by Jay Donaldson, Bayshore Solutions Vice President of Corporate Marketing
Whenever there is a major shakeup in the Search world – especially with Google – it typically sends people running, panicking, shouting from the rooftops, looking into crystal balls, and throwing on hazmat suits.
With Google’s latest algorithm update, it was no exception. Articles were pouring out speculating that this was possibly the release of Penguin 4.0 (or at least some version of a Penguin update).
As it turns out, Google has integrated Panda into the core ranking algorithm. What is Panda? As defined by an official Google spokesperson, “Panda measures the quality of a site” and “allows Google to take quality into account and adjust ranking accordingly.”
As a result, good-quality sites are being rewarded with higher rankings, while poor-quality sites are taking a hit.
Everyone with their eye on the ball wants to know, “How is this going to affect my rankings?” and “What do I need to do right now to address this?”
The reality is, it depends on your specific site and your specific situation. If you’re seeing a lift, enjoy the ride. If your traffic is down, contact your Digital Marketing Agency ASAP.
The real question you should be asking yourself is,
“How can I be more proactive for the next time Google makes an algorithm update and less reactive?”
The best defense is a good offense; or at the very least, a strong readiness plan that you can easily put into place in case of emergency.
Whether you have a “home grown” in-house rag-tag team, or you have the backing of a high-caliber professional Digital Marketing Agency – the first thing you should do is get organized:
Establish a plan around necessary SEO changes
Make sure you have a team on point to research blogs, posts, and other industry thought leaders to identify your current issues or potential risks; then make sure your team defines and implements tactics to address these issues and provide the best coverage.
Create supplemental traffic through Paid Search and Display advertising immediately
If you have existing campaigns, this may mean expanding your coverage or increasing your budgets during SEO hard times; if you don’t have strong campaigns already established to serve as a starting point, consider putting one in motion today.
Reinvigorate your base via Email
While you are working to address SEO issues and buying time with paid online media when trouble hits, you will want to focus on your current customers to help offset loses elsewhere.
Rally around your most loyal on Social
Use your investment in social to get outside the walls of your website and email lists to reach customers more willing to respond to strong, timely calls to action.
Of course, this is just the tip of the iceberg and the most accurate solutions will be based on your specific business, industry, and current state of readiness.
If you need help defining a readiness plan or recognize that you need to take your Digital Marketing to the next level – we can help!
Remember, Penguin 4.0 is coming soon… most likely as a real-time update to the algorithm; and everyone from Forbes to Search Engine Land are predicting that the impact is going to be huge.