Great article in Ad Age online today from Kevin Ryan discussing the seemingly always shifting google search algorithm and how marketers need to react.
Bottom line? Don’t panic. Stay on strategy of updating your sites and landing pages with fresh, relevant content and stay away from radically shifting tactics to try to guess at google’s changing algorithms (because they’ll just change them again soon enough!). Ryan’s specific recommendations:
- First, continue on your current path of creating solid, relevant and fresh content. Don’t try to change everything because there are plenty more updates coming.
- Second, make sure your analytics are configured correctly. You need to make sure you are making decisions based on accurate data. There’s a reason marketers are lined up to pay Google the bargain price of $150,000 per year to help with a free analytics product. The bulk of panic stricken marketing masters don’t even count visitors correctly.
- Third, staying the course on a good content strategy doesn’t mean you should let it get stale. Don’t count on your main traffic generating pages to stay that way forever. “Freshness” lends itself to giving credence to the latest and greatest content. “Fresh” diversity will be key to long term success.