The parameters of internet search are constantly shifting, and as an online marketing company, Easy2Access needs to remain abreast of industry changes if we’re to offer our clients the most current approach to deliver the best results. In the last few months, there have been two key developments – the Google Phantom update and changes to the way in which Google AdWords are delivered.
Clients often experience a dip in their web traffic around November, as South Africa logs off and shuts down for the month-long December holidays. But could there have been an added factor at play for the slight downturn this year? Search engine optimisers are all abuzz about what could have been another Google core algorithm update – an event which some have termed Phantom 3. Industry authority Search Engine Land seemed to confirm the update, calling it a ‘quality update’ specifically to weed out what Google determines to be low quality websites. And American SEO software and research company SEMRush pointed out that the update takes into account the increasing shift to search, and provides some sobering data gleaned from a survey of websites on their US database:
image source: integrity mc seo
Furthermore, there’s rumoured to be a Penguin update in the wings (Penguin’s the algorithm that targets linking). But that’s not all – in January, Google confirmed an update to its core ranking algorithm (but not Penguin), but hasn’t specifically named Phantom 3. Again, leading SEO resources company Moz reports ‘historically significant’ drops in traffic across the web.
So what can we do? Google reminds us to look carefully at their Content Guidelines – particularly pertinent is this tip: Content quality is determined by how much time, effort, expertise, and talent/skill have gone into the creation of the page!
But that’s not all to change on the Search Engine Results Page (SERP)! Last week, Google also announced a major change to paid advertising. In a nutshell:
What can we do? While AdWords certainly does drive traffic to site in the short-term, and can be effectively used to boost sustained organic efforts, it makes more and more sense for businesses to invest heavily in building a strong online brand and in an organic strategy. If you want to know more about how to do this, speak to us!