The month of March was a particularly trying one for digital marketers, the most experienced of which have learned to prepare themselves for the next routine update to Google’s SERPS ranking algorithm. Generally speaking, Google releases these broad updates a few times a year as part of their bid to create a service that generates a better and more relevent user experience.
Google is consistantly trying to better itself, apart from these broad updates, there are a few minor ones which get put into place each day to fine tune the service; however, it is the larger updates which end up causing the most turbulance in the digital marketing world, and the case of the March 2018 update is no different.
What has the Update Changed?
At the core of it, this major update has made no real changes to how and why a website ranks, those stipulations have already long been in place, and where changes happen in this regard, they are generally relatively minor. However, in a statement made on Twitter by Google, this most recent update is said to prioritise those websites that were previously not ranking to their potential even though they met the requirements for ranking closely. Those that were ranking favourably before, would then likely take a dip.
Who is Negatively Affected?
As stated above, many campaign managers who previously saw their sites ranking well will be the first to notice the implications of this new update, and will likely have their ranking reduced without any noticeable reasons. If you fall into this category, take solice in knowing that poor ranking has little to do with your abilities as a campaign manager, and more to do with Google’s new update.
Who is Positively Affected?
Those sites that try as they might, have not been able to rank favourably in the past will see a noticeable increase in their rankings due to this update, which means that it isnt bad news all-round. Because this update has been rolled-out to give these campaigners a bit more priority, they will stand to win the most from it. However, the nature of these changes suggests that in no time at all, things should even out, benifiting everyone who has optimised their sites correctly.
From the Horses Mouth
To ensure that minimal upset is experienced by this update, a Google spokesperson took to Twitter on the 12th March 2018 to express what the update does, and what those affected by it can do.
“Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.
As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.
There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”
In short, if you have been experiencing any ranking problems, and are also sure of your strategy, the best thing to do is to carry on as you have been, and to simply wait for the ranking priorities to normalise. Pay attention to the stronger aspects of your campaign to keep them in development while remaining patient about the others. The important thing to remember is to not take any brash action in the hopes that it will increase your sites ranking position.
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