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

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]