Google’s Latest Algorithm Update
May 15, 2017,
Castelle does a good job of including valuable content on the company’s website.
“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.
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!
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November Digital Edition
Don't miss the November digital edition of Casual Living! In this month’s issue, we look to the future of retail with a spotlight on technology. Assistant Editor Alex Milstein breaks down the basics of artificial intelligence (AI) and augmented reality (AR) and how they’re changing the furniture shopping experience. We also explain how building engagement on social media channels can boost business for retailers.
You’ve waited two years, and it’s finally here! Casual Living’s biennial Universe Study offers a comprehensive snapshot of the outdoor category, highlighting its growth across all segments from furnishings to shade to grills.
Also in This Issue:
• Designer Viewpoint: A Beverly Hills backyard gets a glam makeover, thanks to renowned designer Christopher Grubb.
• Market Report: Our editors give you the inside scoop on all the new outdoor introductions at the High Point Market. Can you say Cobonpue?
• Casual Insights: Kathy Wall of The Media Matters offers insight on refreshing your brand.