The Google algorithm is a systematic and scientific formula used by Google to control the search results on its pages whenever a query is made. Since the advent of Google, it has become the de-facto headquarters for web searches, and for it to provide accurate and necessary information that suits the needs of every user, it is important to put a system in place that helps in providing users with information that are very relevant to their immediate demands.
These pages, i.e. the web pages delivered to the users are provided by the Google indexes and they are determined by a set of algorithms put in place by the Google team, the ranking signals of each page, Search Engine Optimisation (SEO) of each page and a whole lot more. A lot of content marketers understand this process, and this is why they are always careful about the way their content has been developed in the first place, because, the more your content is compliant with the current Google algorithm, the better the chances of such content finding a favourable place on the search engine result pages (SERPs).
For a number of years after it was founded, Google barely made any changes to its algorithms and this means anyone with prior knowledge of how things worked in the past would always find a way to get a favourable ranking on search engine result pages. However, all of this has changed in the past decade, as Google have become a little bit aggressive with the handling of their algorithms. As a matter of fact, it would be hard for anyone to have definitive information on the number of times Google have updated their algorithms in the last two years for instance. They tend to do this consistently every now and then, in a bid to improve the efficiency of their algorithm and serve their users better, but there is no running away from the fact that this has also made their system very unpredictable with regards to organic ranking improvements.
How Does this Affect Organic Content Marketing?
With the long list of algorithm updates being doled out by Google from time to time, every serious content marketer would have come to realise that it is not business as usual. If you care about your online visibility and ranking on Google, then, it is time to step up and take the steps that would put you in the right position to achieve such standing. There is no point sticking with what worked well in in the past, else, you’d find yourself slipping to the bottom of the Google search engine result pages.
To help content marketers to position themselves strategically on the right pages on the Google rankings, we have come up with a list of some of the effects that the Google algorithm updates may have on organic content marketing and how you can work your way around those challenges going forward.
Reworking Online Marketing Strategy
One of the major challenges that organic content marketers would have to face as a result of Google’s constant algorithm updates is reworking their entire online marketing strategy. Depending on the level of significance of the algorithm updates, organic content marketers would have to rework their online marketing strategy as whatever they have in place currently might not work out in the best ways they would have wanted. An update to the algorithm usually means a significant change in the internal workings of the search engine index, and this would set any page that is not willing to rework its strategies back in terms of ranking and visibility. The solution is to always rework and re-optimise your marketing strategy each time a new update is made.
Revamping Websites to Make them Compatible with New Changes
Aside from reworking your online marketing strategy as a content marketer, it is also essential to revamp your website and position it in a way that would make it compatible with the current standards. With each algorithm update comes some significant changes that you may not even be aware of. One of such changes was the optimisation of individual pages by Google. What this means is that each page is ranked independently, and you can’t rely on the credibility of the home page of your website to ascertain your ranking and visibility. For a content marketer who doesn’t pay attention to this, that would be a major issue going forward. The solution is to revamp your website in a way that would allow you pay attention to each individual page, as this is what would help your page’s ranking on Google list.
Need to Establish Google Authorship
One of the changes that come with the Google algorithm update is the need to upload quality content, and building a strong credibility as an author. For once, the quality of your content might not be enough to get you a favourable ranking on Google pages if your website is not a credible brand to Google. This is not all; as the author of such content too must have some certain level of credibility in order for such content to have a favourable ranking. The new format with Google is Expertise, Authoritativeness and Trustworthiness (EAT). While this may be good in some ways since we all want great content, it may not be favourable to new organic marketers who do not command such credibility at the moment. In spite of this, all hope is not lost, as what you would need to do as a marketer is to dedicate more time into getting credibility and creating a profile for yourself by establishing Google authorship. This would help you keep up with the latest best practice.
Over the years, there have been a number of revolutionary Google algorithm updates such as Bert, Hummingbird, Panda, Penguin, and a lot more. These updates have had a direct impact on how organic content marketing is shaped, and this is why all organic content marketers need to have a great deal of information about these updates and the changes that comes with them in order to keep their content algorithm friendly.