Search Update Impact On SEO & Content Strategies: Staying Ahead With A Focus On Quality
Columnist Jim Yu explores how Google's numerous algorithm updates over the years have shaped search engine optimization strategies. Can this information provide a clue for what to expect in the future?
Since Google was first launched in 1998, the company has been continually refining its search algorithm to better match users with online content.
Over the years, many algorithm updates have targeted spammy and low-quality content in an effort to surface this content less frequently in search results. Other algorithm updates have been aimed at improving Google’s “understanding” of search queries and page content to better align search results with user intent.
The bottom line is that focusing on quality content and the user experience really is the best way to ensure your search engine optimization (SEO) and content marketing campaigns are update proactive rather than update reactive.
Many Google updates have impacted numerous reputable sites. Search marketers have had to learn how to better optimize their pages with each update to avoid losing rankings. Considering that 67.60 percent of clicks go to the top five slots on SERPs, a drop of just a few positions because of an algorithm update can have massive impact on traffic, revenue and conversions.
Over the coming weeks and months, as recent updates set in and impending updates come to pass, it will be interesting to see how SEO and content strategies evolve in response. In the meantime, here’s my overview of Google’s major algorithm updates (past, present and future) and their impact on the digital marketing landscape.