With the regular changes to Google over the past number of months, Webmasters are persistently making changes to their sites far more regularly than ever before. As you can imagine, this means an ever increasing workload!
But is this a good or bad thing?
Definitely a good thing
When something like this is put to us, we do our best to make sure our answers are as transparent and understandable as possible. We look at all aspects of the changes we have to deal with on a monthly basis and delegate resolutions when and if needed.
No two campaigns are the same as they can vary so wildly that a time-frame can be a difficult element to predict. When explaining to clients that technical changes need to be carried out, it is a good idea to break these down into a roadmap over a set period of time and add in recommendations from any future issues that may come along.
From a technical point of view we will plan out a time frame, delegating the workload over a 6 to a 12 months period. By doing so we can take into consideration any changes made to search engine bots that will no doubt happen over the course of the year and tie in what is needed and when it is needed done.
In the past number of months we have seen a number of changes in our industry, such as:
With the recent updates seen in the Panda version 3.7, website owners need to deal with keyword stuffing, hidden links and duplicate content sooner rather than later. There is always the fear that if your website is not keeping up to date with the latest changes, your site’s traffic will suffer as a result.
Continuing with the fight against webspam! Google Penguin was rolled out to coincide and work alongside Google Panda. This being the latest of the long line of rampant animal name rollouts, keeping your site in order is now more important than ever. Another vital piece of information to remember…. not all rollouts will be official. Some will be issued as algorithm changes, e.g.
“Google would no longer honour reconsideration applications because this Penguin release was an algorithm update”
Meaning that website owners who believed that their site has unfairly been penalized by Penguin will need to use a different route to get their point across. Google have set up another form for webmasters if they think their site got hit.
- Algorithm Changes “Excluding the cuddly animals”
Over the course of the past couple of months we have seen a tremendous amount of changes to the Algorithm that Google uses. In total, around 145 of these subtle changes have been introduced since February.
- Knowledge Graph
(US rollout) Moving forward in a major move toward semantic search, Google rolling out “Knowledge Graph”.
“A SERP-integrated display providing supplemental object about certain people, places. A critical first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do.”
No doubt there is always going to be some bugs with all these changes that Google are rolling out. The shear pace that they have been implemented at over the past 6 months is always going to play a part.
- Next Steps
Future proofing is a term I hear being thrown around, but what is the best way to plan ahead for fundamental future developments in the world of SEO?
In my eyes, it’s lessons learned!
In the years involved in the industry I’m pleased to say I have been a part of many projects that have outperformed the expectations of the client, and why is that?
- Solid teams
- Creative individuals
- Innovative ideas
- General characters that fuse together in order to make campaigns work
As I mentioned at the start, no two campaigns are the same so it is essential to have a clear understanding of what is expected from the individual campaign. A play by play rule book if you will. How you outline your’s is completely up to you, but as for mine? In the famous words of Maverick:
I could tell you but I would have to kill you!
Your to do list, back to the future or stepping back in time?