insideKENT Magazine Issue 34 - January 2015 | Page 137
IS YOUR BUSINESS READY FOR THE LATEST
GOOGLE UPDATE?
“THE KEY TO ENSURING THAT YOUR WEBSITE WORKS HARD FOR YOUR
BUSINESS IS SECURING A HIGH-RANKING POSITION”
Successful websites attract new
customers, convert business and
showcase your offering online. The key
to ensuring that your website works
hard for your business is securing a
high-ranking position in Google for
targeted key phrases and this means
keeping up-to-date with Google
algorithm changes. The most impactful
recent algorithm update is Panda 4.1
which has had a powerful impact on
website content strategies.
Google’s Panda algorithm update first
rolled out in 2001 and at its launch was
one of the most momentous algorithm
updates in Google history, with the
fall out having a dramatic influence on
SEO strategies. Don’t be fooled by the
subdued name of the 27th update, it
beguiles the significant impact some
websites are experiencing since the roll
out began on 25th September 2014. In
fact, this is the most significant Panda
update of recent years.
If your website has been affected by
Panda 4.1 and your ranking positions
are stuck or are going down, don’t
panic! There are a number of things
you can do to your website to improve
the situation. As with all the Panda
updates Google is looking for good
quality, relevant content. Firstly, review
the content on your website. Remove
any duplicate wording, or content
that has been copied from other
sources. Avoid ‘spun’ or machinegenerated language on the site. If the
content on your site is low quality,
there is not much of it or it is not
providing useful information to the user
it needs to be re-written.
If you are in doubt about algorithm
changes, we have a team of SEO
experts on hand to help. For a
free SEO appraisal of your website,
get in touch by emailing
[email protected] or call
us on 01622 687 729.
Think about the user experience. Is your
audience finding the answer to their
query on your site? Are they engaging
with the website and visiting the pages
you would like them to visit? Are
they completing an enquiry form or
downloading a brochure? If the answer
is no then it is likely that they are
dissatisfied with the content on
the site.
Implementing a user-focused content
strategy that includes high quality
content and an enhanced user
experience will improve your ranking
positions and also ensure your audience
is engaged with the website. In turn,
this should improve conversions and
website performance.
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