Every website owner dreads the idea of a Google update. However, these updates are a reality of doing business on the Internet. The best approach to minimize the dread is to establish a strong online presence for your business without resorting to black hat SEO techniques.
Still, even the best intentioned website owners can sometimes get caught in the dragnet of a Google update. If you’re trying your best to adhere to Google’s standards, then you need to make sure you are not being impacted by their updates. After all, there’s no way to correct what you’re doing if you don’t know that you’re being affected.
The goal of Google’s updates is to improve the search results they are providing their users with by weeding out web spam. Instead of panicking, work to improve your website. Make sure it is offering high quality content that is relevant. Instead of paying for links, grow them organically over time. This approach requires more work, but it will prevent you from falling victim to a Google update.
After a Google update, you need to work with your marketing professional to carefully monitor your website’s key metrics. Any website can be affected by a Google update. Don’t assume that your website won’t be affected just because you think you’re doing a good job at providing a high quality website to visitors.
You need to be on the lookout for any major change in rankings and organic search traffic. Most updates reward websites that provide a good user experience and penalize those that provide a poor user experience. If you’ve been penalized, you will eventually see a drop in your search results rankings as well as your organic search traffic.
To recover from a Google update, you first need to know that you’ve been affected. Therefore, you should continually be monitoring your metrics any time there is an expected rollout of a Google update. Usually there will be rumors of an update long before it comes.
In some cases, you’ll want to watch for upticks in your metrics. Not all updates will be bad for you. This is specially true if you were impacted in a previous update and have taken steps to improve. An update in which your metrics improved will signal that you’ve taken the right approach to improving your website. In any case, you need to work with your marketing professional to develop a longterm strategy for monitoring your website metrics.