Google has changed the way it does business. Have you?
Since last April, Google has been continually evolving their business, including how your audience finds your site and views your content on the Google website. You may have heard of Google Panda, the name of the initiative that started these changes, but there has been much more since then.
With what seems to be a break in the action, I thought it’s time to mention – in layman’s terms – how these changes impact how and where people see you on Google. I won’t bore you with all the details, but the most important thing is that it impacts literally every business and website.
I summarized the Google changes into three main areas:
- Relevance – Where a bunch of keywords and links used to rocket you to the top of the search engine results, Google is now looking for relevance. They want to see content that is related, read, and regularly updated. This includes your site as well as the sites that link to you. That laundry list of keywords on your site, along with those links from traffic building sites, can actually count against you and hurt your results unless you change your format.
- Location – Google is placing more prominence on Google Places (formerly Google Local), which is a terrific benefit for local and regional firms. A well-optimized Google Places account can be another search engine page-one presence for your firm, and it’s free. Where Google used to pick up reviews (customer testimonials) from a number of advertising sites, you can now just send satisfied clients to your Google Places page.
- Plus – There are actually two items of interest here as Google tries to compete with Facebook. The first relates to the littleicons that you may be seeing on Google. This is Google’s way for you, your team, and your clients to recommend your firm. It’s similar to the “Like” feature on Facebook, but it positively impacts your search engine results as well. The second item is Google Plus, which allows you to share information within various circles (friends, clients, etc) rather than making you share everything with everyone. It’s a great way to share your content.
The bottom line is that if you haven’t made adjustments, you will keep seeing your results decline as others take advantage of the opportunities to leapfrog ahead of the competition. Don’t get left behind. Please let us know if we can help.
If you can’t measure it, don’t do it.