• Bridget Driscoll

Google’s Latest Algorithm Update

Get To Know “Fred” And What He Means To Your Website

CastelleCastelle does a good job of including valuable content on the company’s website.
Do you know “Fred?” He may be one of the most important names in digital marketing right now.

“Fred” is Google’s latest algorithm update. Most of Google’s updates have cute nicknames like “Panda” or “Hummingbird,” each one corresponding with a new guideline that online marketers should follow to continue to perform well online. “Fred” affects those who don’t show enough valuable content on their website.

It’s important for even the most inexperienced online marketers to keep their ear to the ground for Google algorithm updates. Why? Because even if you’re not a Google user, an overwhelming majority of your audience is, and the search engine’s updates define how well you do in a Google search.

Previously, Google rolled out many updates, the largest referred to as “Mobilegeddon” in April 2015. This was when websites with responsive (or mobile-friendly) designs gained preferential treatment in search results.

What The Update Means

Whenever there’s an update, some websites will soar in rankings, while others sink. This particular “Fred” update can be bad news for those who have ad-heavy web pages, with little or weak content.

“Fred” forces website creators to know their audience on a deeper level. While ads surely bring in revenue, if brands do not pair them with rich, organic content, then their websites will get lost in the Google search results.

Most search engine users do not go past the first or second page of results. This is because they trust the search engine to do its job and show the most relevant information first. To improve your website’s ranking, increase the quality of your content.

Give Your Content A Facelift

First think about the services or products you provide. If you sell or manufacture a certain type of outdoor furniture, then make sure that’s specified. What makes people want to buy that type of furniture?

Further, your website should communicate the special sauce that makes your store and your brand stand out from others. The most important job of your content is to set you apart from the gazillions of other websites that might offer the same products.

Do what you can to make yourself stand out. One example of a manufacturer that is doing a good job of including valuable content is Castelle. They do not have any ads on their website, and have plenty of information about the company and the products they create.

While it’s true that websites should be eye-catching, don’t let images, videos or other media get in the way of your audience finding information. Remember, think of the audience first and then the search engines. Keeping this rule in mind will naturally guide you to create better content for your website.

In the past, website creators got away with what is called “black hat SEO.” They used techniques like keyword stuffing—excessive use of keywords or searchable terms—to raise their search engine rankings. Updates like “Fred” weed out those who take shortcuts, and reward those who take the time to creating meaningful content for their audience.

With each update that Google creates, they’re looking to not only improve how the search engine works but also the quality of what it can show searchers. It’s up to business owners to foster content that their audience will want to read—believe me, Google will notice!

Bridget_DriscollBridget Driscoll | News/Online Editor

Bridget Driscoll is the News and Online Editor for Casual Living. Previously, she worked for online marketing companies such as Get You Found and Mainstreethost, focusing on content writing and Search Engine Optimization practices. She graduated from the University of North Carolina at Greensboro with a BA in English, with minors in Psychology and American Sign Language. She is currently pursuing an MA in Creative Writing through Southern New Hampshire University.

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