Google search rankings and website traffic are among the key metrics for PR and marketing analytics. That’s one reason PR firms stay abreast of the latest Google algorithm updates.
Google constantly tweaks its algorithm. It made 3,200 changes last year alone. Staying attuned to Google’s algorithm changes helps secure better positioning in search results for the corporate and brand websites – and for other content created by PR.
Google releases significant changes to its algorithm – what it calls core updates — several times a year. Some websites suffer substantial drops in rankings, much to the dismay of SEO pros and website managers. Some think Google has penalized them and desperately seek a quick fix.
No, they likely haven’t done anything wrong and there might not be anything to fix, writes Danny Sullivan, Google’s public liaison of search. The websites only dropped relative to other sites that produced superior content.
Key Content Questions to Ponder
- Does the content provide original information, reporting, research or analysis?
- Does the content provide a substantial, complete or comprehensive description of the topic?
- Does the content provide insightful analysis or interesting information that is beyond obvious?
- Is this content written by an expert or enthusiast who demonstrably knows the topic well?
- Is the content free from easily-verified factual errors?
- Is the content free from spelling or stylistic issues?
- Was the content produced well, or does it appear sloppy or hastily produced?
SEO experts have listed 200 ranking factors, some more technical than others, but Google continues to emphasize the significance of superior content. Over time, Google’s search engine algorithm has become far more sophisticated in its ability to rate expertise, authority and trustworthiness.
Google’s continued effort to rate content means PR may have a greater role in managing websites, creating story content and improving page rankings. For page one ranking, the Google algorithm prefers in-depth information and analysis
It wants definitive content that offers a thorough and preferably complete account of the subject. That’s why
PR pros who manage corporate and brand websites can benefit from Google’s advice on how to manage the constant updates to its search engine algorithm.
Superb content and writing for readers, not search engines, offers the best path to page one placement in search results.