How to Keep Pace with Google's Algorithm

What is Google looking for? This question is fundamental to the success of a small website.

The answer is defined by the algorithms. And many SEOs presume that the evolutions of the algorithms imply Google's willingness to do better and better. 

But is this true? Can Google do better and better? Or perhaps more to the point: Does Google want to do better?

Does Google Want to do Better?

Algorithms are imperfect. Some feel that this imperfection is intentional. A few years ago, Eric Lonstein, writing for The Harvard Business Review, stated the case plainly:

"Although industry-leading and innovative, Google’s organic search algorithm is inefficient and imperfect because it creates large barriers to entry and incumbency advantages. Google likely recognizes these inefficiencies, but chooses not to significantly alter its technological approach due to legacy processes and economic motivations."

Note: the text of Lonstein's article, "The imperfection and Injustice of Google Organic Search," is no longer available online.

Lonstein's article argued that Google would not change (appreciably) for the better because of PageRank™, a system that ranks websites by counting inbound and outbound links.

Writing before some of Google's most significant recent changes--like the Hummingbird algorithm--Lonstein nevertheless did make a good point about Google's reasons for staying the PageRank™ course--in part because of a willingness to appease its biggest customers:

"Google’s largest advertising partners, such as Amazon and Overstock, will likely oppose significant changes to Google’s organic search engine. These companies have invested hundreds of millions of dollars on SEO optimization by generating thousands of inbound links to their sites. As compensation for these investments, Google’s large advertisers expect Google to keep its organic search algorithm consistent so that the companies can continue to achieve favorable ROI for their advertisements."

One can debate whether this is 100% true. Google's recent refinements, specifically to the Penguin algorithm, which targets bad links, have changed the nature and purpose of links, and some believe the importance of links has been devalued. So many SEO thinkers, like Paddy Moogan, predict links will matter less and less. 

However, Google's forever changing algorithms do change the nature of search, sometimes in small ways yet often in large ways. The challenge for smaller websites, then, may not be keeping pace with Amazon and Overstock but keeping pace with the algorithms. 

How to Keep Pace with the Algorithms 

How can we create content that attracts visitors year after year, even as the algorithms change? 

For a good answer, look to the successful companies of the present and future: Apple, for example, or GE. Both companies have offered exceptional products backed by exceptional marketing campaigns. Our startlingly simple answer, then, is this: make a great product and create a great marketing campaign.

To this point, we believe Paddy Moogan (cited above) offers a helpful marketing template. SEO Sparta often provides our local Philadelphia tri-state content marketing clients similar advice to Moogan's:

"Marketing is hard. If you or your client wants to compete and win customers, then you need to be prepared to ask really hard questions about the company. Here are just a few that I've found difficult when talking to clients:

Why does the company exist? (The answer has nothing to do with making money)

Why do you deserve to rank well in Google?

What makes you different from your competitors?

If you disappeared from Google tomorrow, would anyone notice?

Why do you deserve to be linked to?

What value do you provide for users?"

Answering these questions, you can create a campaign that will ensure success--independent of the algorithms.

(Photo source).

If you are interested in transforming your website into a money-making tool or are interested in exploring opportunities to outperform your competition, we encourage you to contact SEO SPARTA.

We combine traditional marketing methods and organic SEO--emphasizing natural website optimization--to design thoughtful, inspiring, and effective marketing campaigns.

Contact us