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. 25 Hollingworth Court Turkey Mill Business Park Ashford Road Maidstone ME14 5PP www.adamscreative.co.uk