The world of SEO is ever changing. Just when you think you’ve got the details ironed out and every bit of your digital presence optimized, along comes a shake-up in search engine algorithms and suddenly everything you thought you knew about SEO is hanging by a thread.

It all seems a little precarious, but there’s no reason to get too worked up about it because, honestly, this happens all the time. While you might only hear about Google’s significant algorithm changes, like their Core update that went live this past summer, the truth is they adapt their algorithm pretty much continually throughout the year.

So how should your business react and adapt to these almost constant algorithm changes? Here’s what you need to know about search engine optimization and staying competitive in today’s digital landscape.

Google’s Core Update Gets to the Heart of the Issue

If there was one thing that the most recent Core algorithm update accomplished, it was solidifying the theory that Google is all about promoting an experience-first platform. Yesterday’s SEO was all about appealing to the robotic mechanics of Google and other search engines, but this isn’t the case anymore. Today, search engine marketing is pretty much entirely about the internet user and their experience.

Google’s purpose with the update was primarily to improve the relevancy and quality of the search results that are placed in front of their users. This update means that quality and intent is everything for ranking and visibility, and according to at least one article about the update, Google says that there’s virtually nothing you can do to “fix” your website, other than to focus on quality and building authority.

To put it another way, it’s all about content and user experience.

Content. Key and a note on a white background

Establishing Authority

While there’s always been some mystery and infinite complexity surrounding Google’s algorithm, here’s what we know about the most recent changes – the search engine giant is strongly favoring sites that supply a level of expertise and authority while instilling trustworthiness in site visitors. These have been coined the “EAT” (expertise, authoritativeness, and trustworthiness) guidelines.

Taking this into account means that if businesses want to rank now and into the future, they need to do everything they can to supply their audience with quality website content that establishes their unique authority in the industry. From a content creation perspective, this involves going deeper into relevant topics that haven’t been covered to death by your competitors and making sure that what you’re putting out there is directly aligned with your customer’s needs.

User Experience and Comfort Factors Reign

Google wants satisfied users that continue to return to their search engine day after day. The shortest path to achieving this goal is by supplying its users with nothing less than the highest quality options. If your website fails to deliver the basics of user experience, chances are you’ll get a thumbs down from Google.

For your business, this means paying extra close attention to the usability and comfort factors of your web design. Make sure things like load speed, easy navigation, and responsive design are at the top of your priority list. These details are especially important for businesses looking to tap into their community market through local SEO.

There’s no reason to be intimidated by Google’s algorithm updates, or let trepidation get in the way of your success. We have the SEO services you need, and we’re here to help. Contact Double Up Digital today to learn more and request a free audit of your current SEO campaign.

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