Why Google’s All Set To Shape SEO & How Your Brand Will Be Left Behind

Why Google’s All Set To Shape SEO & How Your Brand Will Be Left Behind
SHARE
THIS



In this guest post, John Vlasakakis (pictured below), co-founder and senior strategist at digital marketing firm GMG Digital, says things are dramatically changing with SEO and brands and marketers need to get up to date and fast…

This year will see Google continue to shift Search Engine Optimisation (SEO) away from being a ‘cat and mouse’ game where SEO specialists try to ‘game’ Google’s search algorithms to a practice focused on delivering more relevant, useful and in-depth content to users.

John_profile

Google recently released its previously secret Search Quality Rating Guidelines, which is used by a panel (human not algorithmic) of evaluators to determine the quality and relevance of its search results

These guidelines provide key indicators on a number of key areas which will shape how prominently websites will appear in Google’s search results this year. If you have not yet considered the impact of these changes on your business’ SEO and digital marketing strategies, it’s not too late to take action, or optimise your approach if you have already incorporated them into your plans.

Your Money or Your Life

Google has begun applying differing search quality standards to websites from different industries, with the highest standards being applied to websites which could in Google’s words “potentially negatively impact users’ happiness, health, or wealth.”

Websites which fall into this “Your Money or Your Life” category include:

  • Shopping websites and other websites where financial transactions (such as bill payments) occur.
  • Medical information websites.
  • Legal information websites.
  • A broad range of others including those which can substantially affect quality of life and livelihood such as child adoption; as well those which provide information when making important purchase decisions, such as car safety ratings.

If your business operates in any of these areas, it is essential to note the following considerations which will be applied at the highest standards to your business.

All you can E-A-T

E-A-T is Google’s acronym for Expertise, Authoritativeness and Trustworthiness. It is essentially a summary of the key elements Google considers when ranking websites. Does the content of the website display expertise? Does it demonstrate authoritativeness? Does it engender trustworthiness?

Content which supports E-A-T, such as a business’ background and history, the biographies and credentials of individual authors; content which is linked to or shared from other websites and social media; or content which receives positive reviews and ratings on other websites all contribute to improving its search prominence. 

Supplementary content

Apart from the main content of any given website and its pages, the usefulness and relevance of supplementary content also affects a business’s search ranking. This includes images, infographics or text which support the primary content, or links to similar or related content on other pages. 

Make your website mobile friendly

One of the biggest changes in how Google ranks websites is based on whether they are mobile-friendly and deliver responsive web design (RWP), which delivers users websites optimised for desktop computers or mobile devices, depending on which they are using at that time.

Google has made it clear that websites that are not mobile-friendly will receive low ratings.

What to avoid

In addition to not working the above considerations into your SEO and digital marketing plans, other important practices to avoid include:

  • Outdated SEO practices like stuffing pages with keywords, and links which redirect users to websites with tenuous relevance to the content they were looking for.
  • An unclear separation between content and advertising which could potentially confuse or mislead users.
  • Content which is abandoned, not updated or removed if no longer relevant, especially on blogs and forums.

The cost of not getting it right

Getting SEO right this year in the midst of these changes is a major – and exciting – challenge for any digitally-focused business.

The cost of not getting it right, however, is a potentially precipitous drop in a business’ search prominence which could have dramatic commercial consequences.

It is wise to be on the front-foot and proactive in meeting the challenges these changes present.

 

Please login with linkedin to comment

Latest News

Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.