The importance of achieving high ranks in search engines is more important than ever before. When it comes to Search Engine Optimization (SEO), though, many of the steps that are taken are actually specifically made for Google. While there are other popular search engines like Bing and Yahoo, in Australia, 87% of all searches are done via Google. In terms of SEO Sydney businesses simply have to make sure their sites are able to rank in Google search results.
Because Google is so popular in the country, every single change that Google makes to modify how their search works can have a huge impact on how users find your website online and over the past few years, Google is making more changes to regulate search than ever before. Some of the ways the company does this include:
Policy Changes
Policy changes can have an impact on SEO in Sydney, but they have a huge impact on how Google displays information overall, even including paid search like AdWords. For example, just a few months ago Google made a policy change that restricted the promotion of alcoholic beverages to a policy that restricted the promotion of alcoholic beverages and drinks that resemble an alcoholic beverage.
That simple policy change had a huge impact on search and, if you were promoting in this market, you would quickly find that your ads may not run and your search traffic essentially gone. The same can happen for SEO as well. Policy changes regarding the type of content that displays in Google can mean that practically overnight your content can be completely indexed if it does not meet the policy requirements of Google. With almost 9 out of 10 searches happening on Google, this can be devastating.
Algorithm Updates
It is not just policy changes that can have a massive impact on your search results. To decide where your site ranks every time a search takes place, it is calculated by advanced programs known as the Google search algorithm. This algorithm contains over 200 search “signals”, also known as search factors” that are assigned a certain weight and used to calculate your ranking. Some of these include the number of backlinks pointing to your site, how fast your site loads, and the quality of your content. Others include social signals (how many shares or likes a page may have), and meta tags.
The ultimate goal for Google is to provide answers to the questions and queries people make on their search engine. To give the best results possible, Google is constantly updating their algorithm. This may include adding new search signals, eliminating the importance of other search signals, or changing the importance of a particular search factor.
For example, just a few years ago one of the main search factors was the number of backlinks that a site had pointing to it. It did not matter what type of backlink it was, as long as a website had a lot of backlinks, Google’s search engine assumed it must be a popular site. As a result, though, enterprising marketers tried to rely on this loophole by spamming thousands (or millions) of backlinks to their website to manipulate the rankings. In response, Google changed the algorithm and sites with spammy backlinks were instantly sent down in the rankings.
What That Means For You
In terms of search, Google almost has a monopoly and the way they regulate search is something that you simply must comply with. If you do not pay attention to these results, the implications can be huge, and negative. So what exactly does Google’s regulation of search mean for you as a business? Everything.
Google is the leader in search which means paid campaigns, organic SEO, and anything else related to search is done through their search engine. Their policy updates can result in your sites being de-indexed, dropping in rankings, or even being disallowed from paid search campaigns.
In essence, the regulations that Google imposes on search have a direct impact on your business. By not paying attention to the way Google makes changes to their search policies and algorithms, you run the risk of:
• Losing rankings in organic search.
• Having your website removed from Google search results entirely (de-indexed).
• Less traffic generated through SEO.
• And much more…
What You Should Do About It
Google dominates the search market to the point that considering not worrying about Google would effectively cripple any of your marketing campaigns. Because Google has such a strong foothold in search, understanding policy changes, staying on top of algorithm updates, and being proactive is crucial.
At Digital Presence Solutions, that is exactly what we do. If you wait until your search traffic volume plummets to start fixing the problem, it could be too late to ever fully recover. That is why we not only comply with any current Google standards, all of the SEO work we do focus on providing the best user experience possible—something that Google will always greatly reward—without focusing on loopholes or fads that could be patched in the future.
Our proactive approach to search is what allows us to not only achieve higher ranks for our clients, but keep them there as well and that is why when it comes to SEO, Sydney business owners choose us for long-lasting results. By constantly keeping track of upcoming policy changes and potential algorithm changes in addition to creating safe, white hat campaigns that deliver quality, engaging content for your users we are able to stay ahead of any potential policy changes and avoid the negatives associated with updates such as “Panda”, “Penguin”, or “Hummingbird”. If you need SEO in Sydney, get in touch with us today.