Category: SEO

On June 2nd, 2021, Google released the first of a two-part broad core update, unimaginatively entitled the ‘June 2021 Core Google Algorithm Update’. Those who follow SEO and Google updates will know that they are often a time where webmasters, marketers and SEO consultants wait with bated breath to discover whether or not it helps, hinders, or in some cases, destroys their online ranking strategy.

This trepidation comes as a result of previous, and we dare say, infamous updates which literally ended many business models overnight, as Google sought to improve the search results of those who use their search engine.

So, what do we know about the June 2021 Core Google Algorithm Update? Let us start with some of the basics, and the first of these is that it is a global rollout. This means it will apply to searches in all countries and in all languages.

The update is one of two being released in June, with the other being an update relating to ‘Page Experience’. The number of changes in this core update is so large, that Google is actually releasing the update in two parts; the first part in June, and the second part in July, so just like London buses, you wait for one update, and then several come along, one after the other!

Obvious there may be concern amongst those with vested interests in their website’s ranking that two updates, across 2 consecutive months, might cause a great deal of volatility, but Google has given assurances that most websites will not feel or see any significant impact to their rankings.

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The fact is that even if you know absolutely nothing about the SEO process, the means should be in place for you to be able to measure the success of any SEO campaign created for you. If not, then alarm bells should be ringing.

We will say from the outset if you ever come across an SEO agency or consultant, that does not give you any way to check what they’ve done is working, be very, very wary of working with them. After all, if they were that good, would they not be putting their results front and centre for you once their SEO campaign has been implemented.

Let us assume you have employed an SEO agency whose previous results and testimonials indicate they can get you results, how are those results going to manifest themselves, in terms of measuring success?

One way could be to micro-manage so that you check every single piece of data. However, for most business owners, especially those who value their time, that might be regarded as overkill.

By that we mean if you want to check hourly for how much traffic you are getting you can, but it is not necessary, or indeed useful. Checking data to that degree is not an effective use of your time, and in fact, even the SEO experts do not check data that often…well most of the sane ones do not.

There are basically three result areas that will give you a strong indication as to whether an SEO campaign is achieving its objectives, and they are rankings, traffic, and leads/sales.

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No matter how much you have spent on your website, and regardless of how awesome your website looks, one thing you must remember is, it is nothing more than a bauble if it doesn’t help to generate revenue for your business.

Now it’s true that some websites are not built specifically for selling and are seen merely as a corporate hub designed to promote the company’s brand. There is nothing wrong with this especially for large corporations and multi-national organisations, however, for local businesses, websites serve a much different purpose, which sadly they often fail to fulfill for a variety of reasons.

Rather than go through a whole list of things that local business websites get wrong, instead let’s take a look at some of the key functions that a local business website should be performing if it is to help that business generate leads, sales, and revenue in order to sustain it.

Now we want to be very careful with this one which is to create a good first impression. Please do not think that is the starting gun for you to run off and completely redesign your website into a multi-coloured kaleidoscope of flashing images. The phrase less is more is very prevalent when it comes to the look of a website so don’t use colours and graphics for the sake of it.

What is more important about the visual elements of a website is whether it gives visitors a good first impression and does it look like a website that is going to be easy to navigate. Menus and buttons saying, ‘Click Here’ to the left, right and centre are confusing, and a confused mind always says ‘No’, which means they are out of there.

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If you have researched SEO in any way you will have undoubtedly discovered a lot of discussion about keywords. Keywords and their importance to SEO have had many business owners scratching their head wondering how they work.

Even to those with a modicum of marketing knowledge keywords can be a source of huge frustration as they try to work out which ones to optimise for, and where to have those keywords positioned on their website, or on other websites in links back to theirs.

The reason why the positioning of a keyword is so important is that Google has a pecking order of those positions which their algorithm refers to when it is calculating the relevancy of the keywords. The pecking order is in effect Google’s order of importance, and how much weight it gives to a keyword in determining its relevance.

How that order is was decided upon, only Google knows for sure, but the consensus amongst SEO experts is that it relates to the difficulty with which anyone building and ranking a website would be able to position a keyword. The harder they think it would be, the more power they give it in terms of ranking for the keyword, and the easier it is, the less power it gets.

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If there is one aspect of SEO upon which more content is written than any other, then, ironically, it is content. Ironically is probably the wrong word to use as ‘Justifiably’ would have been more appropriate, given how important content is to SEO and helping websites rank.  One reason so much is written about content is because it is a very effective way, and in most cases, a straightforward way, of enhancing a website’s SEO, especially in the eyes of Google.

However, its perceived easiness is the main reason why so many business owners get it entirely wrong when they create or purchase content for their website. The result is it does more harm than good, and the business owner is left scratching their head wondering why. It need not be that way, because if you follow some very simple principles, you can make content SEO friendly, and better than that, you can enhance the experience of visitors to your website, which can only lead to better conversions.

Make It Interesting and Unique

It is hard to fathom, why, to this day, some webmasters and even some SEO consultancy’s who should know better, put content on websites that is no more than filler. It is there for no other reason than to exist with not one iota of thought towards anyone who might wish to read it.

All your content should be created with the intention to satisfy your website visitors first and Google second. The reason is that if you achieve the first, the second will follow. Good content means visitors stay longer, take action and share the content which widens your audience. Google sees all of that happening and therefore rewards you with higher rankings.

Mix It Up

No matter how well written your content may be, a website that is just page after page of text isn’t going to maximise its potential. Wherever possible you should be including other types of content such as images, infographics, and video. Again, this will appeal not only to your visitors who are likely to remain on your website longer, but Google also likes websites that offer a variety of content.

Effective Hyperlinking

Creating hyperlinks within your content is perfectly allowable in the eyes of Google and indeed they encourage it, but only up to point. Hyperlinks to other pages within your website are seen as an effective way to help your visitors find additional and relevant information, especially if the keyword used within the link is also relevant.

This principle also applies to links to other websites from yours, especially if they are related to what yours is about. It might seem counter intuitive to take visitors away from your website to another, but it does help your SEO.

Legitimate Keyword Density

Hopefully, you are not planning to publish content that is stuffed full of keywords in the hope that will get you ranked for them. In fact, it will have the opposite effect, and could even see your website’s ranking severely compromised as Google hates to see keyword stuffing. By all means, use keywords and keywords phrases in your content, but include them with a frequency that is natural, and when it is relevant to do so within the context of what is being written.

Break It Up

Website content shouldn’t be the same as the text in a book, so instead of having line after line of words, you should use headings and subheadings to break it up. This makes the person reading your content more likely to read on, and by making the headings and subheadings ‘H’ tags, it helps your SEO as Google sees your content properly structured and can also identify relevant keywords.