Algorithm Changes and Your Web Experience

Rubik Cube

 

Last month Google announced a significant algorithm update.  They are calling it the Medic Update.  Here’s a link if you’re interested in learning about the implications that this update may have on your business’ website:

https://www.gsqi.com/marketing-blog/august-1-google-algorithm-update-analysis-and-findings/

Ostensibly these changes are targeting health and wellness sites as well as YMYL categories.  Nonetheless, Google is recommending that you continually strive to maintain a website that creates an enjoyable, engaging user experience.  The trades have typically struggled with this for a couple of reasons:

  1. We expect too much from template web sites with limited customization–resulting in parity among contractor websites.
  2. The site builder usually doesn’t know much about the trades and they look to you for content (or they just copy-paste from similar sites in the interest of saving time).  This misses the point: The audience’s perspective is the one that matters.

As a result it’s common to find HVAC or plumbing websites that look and feel very much the same: About Us, FAQ, Our Products, Our Services . . . (don’t get me wrong, these are important but it’s the perspective, creative capacity, and content quality that matter).

That being said, and given Google’s changes, here are a few things a business owner can do to improve her company’s site:

  1. Ask your web/SEO provider to ensure your short and long-tail keywords are up-to-date and unique to your market.
  2. Take a look at Google’s Keyword Tool (https://ads.google.com/home/tools/keyword-planner/) to help focus your keywords.
  3. Talk to your web/SEO provider about Topic Clusters (https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/12/build-topic-clusters-to-change-content-architecture-for-top-rankings/#59598d2353d5) and the extent to which your site is using them well.
  4. Set up a blog or vlog and produce content on a regular basis.  Once a week is good.
  5. Stay current.  I like SEOmoz and Google’s blog for updates.
  6. Make sure you’re getting what you pay for.  SEO providers collect their monthly fee but are you getting monthly improvements or are you paying for general maintenance?

The thing that all of us need to constantly think about is the customer experience.  Anyone who shops on-line with regularity is having a trusted and engaging experience with a website.  Amazon, Patagonia, REI . . . they all get this and do it well.  What can you learn from their web experience?  Have you asked your customers what they like and dislike about your site, how it can be improved or made easier to navigate?  The Experience is the product these days.  The experience is a multi-verse and that includes our business websites.

Enjoy the the article in the link above.  Schedule a meeting with your SEO provider.  Consider your customer’s point-of-view.  How is your site more engaging that your competitors’?

Matt

 

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